Now:Reality; immersive technology conquers cinemas

Value Proposition  

By structurally offering high-quality VR technology, Now:Reality has remained one of the few providers worldwide since its inception. “We offer a complete package to cinemas,” says initiator Babette Wijntjes. "It consists of a curated program offering, training for theater staff, the VR equipment, and a national marketing campaign that Now:Reality rolls out.” 

Audience Relationship 

Theaters notice that VR contributes to a new viewing experience for moviegoers. Wijntjes: “It is extremely important that these new technologies are offered to the public and alleviate any fear of them. Movies are about storytelling, and with the addition of VR technology, the story of the film unfolds around you. You are not watching a scene; you are in it. The experience can be deeper and more powerful than a traditional film.” 

VR is a way to attract new audiences and remain appealing as a cinema. The experience is stimulating and lowers the threshold for those who rarely visit cinemas. And: visitors are enthusiastic and return. They are willing to pay the same price for a 30-minute VR experience as they would for a regular 1.5-hour film. Creators and producers also benefit from successful ticket sales. 

Channels 

The emergence of VR opens new doors for storytelling and audience experiences within the cultural sector. Where VR was initially mainly experienced at home or in specialized centers, the need to make this technology more accessible to a broader audience is growing. And it can be done! 

As streaming services continue to gain market share, the use of new technology like VR creates an opportunity for cinemas to innovate and attract new audiences. This adds value to their offerings, ensuring they remain relevant.

Partners 

Finding locations was crucial during the startup phase. Good locations to showcase VR; places where culturally interested audiences already gather. Cinemas and movie theaters were the most obvious choice. Three major theaters immediately joined in. VR is now a regular part of the programming of several Dutch cinemas. Scaling up is on the horizon; cinemas in Belgium and France are also interested in adopting VR technology. Interest is therefore high. 

Slachtstraat Film Theater was immediately enthusiastic. They were open to pushing the boundaries of new technological developments. The collaboration with Now:Reality was innovative and experimental. What started as a pilot became structural. The startup required technical coordination and adjustments to work processes, but it now runs smoothly—for both the audience and staff. 

Revenue and Costs  

The project was funded with a (startup) grant from, among others, DigitALL. The Film Fund also joined in. The structural showcasing of VR on a large scale is still in its infancy and requires a vision for the future of cinemas and the role new technology can play. This also calls for a vision on structural funding for initiatives like Now:Reality. Funds and other subsidy providers are (still) not set up for this. The danger is that successful projects might falter. 

Although Now:Reality strives for a sustainable form of funding, subsidies remain necessary. The initial startup costs to prepare theaters for showcasing high-quality VR are high. The equipment is expensive, specially trained hosts are needed, and audience and technical support require more than a regular film. Wijntjes: “We have a list of cinemas that want to join, but we cannot expand right now. We lack structural funding for the initial costs. Our plea is that within the creative and film industries, structural funds are allocated not only for film productions but also to facilitate the infrastructure of theaters to implement these new technologies.” 

On the positive side: scaling up reduces the costs of marketing and curation, opening the door to broader accessibility. With Now:Reality, the foundation is laid for a full-fledged VR offering within the film sector. An interesting development. 

Digital Enrichment Model 

Now:Reality demonstrates that high-quality VR is an enriching addition to the offerings of cinemas, ensuring they remain future-proof.  

Important Tips

• Implementing new technology requires entrepreneurship, for example, to overcome resistance;
• Collaboration within and a vision from the ecosystem is important to implement structural changes that make institutions in the film sector future-proof;
• In a system change, offering a complete package (technology, curated offerings, training, and marketing communication campaigns) is one of the keys to success.