IMAX has announced that it’ll be rolling out virtual reality experiences in multiplex theatres, shopping malls and similar locations later this year. The news follows on from Google’s revelation that it’s building a cinema-quality virtual reality camera with IMAX.

IMAX is tapping Swedish games developer Starbreeze to use its software platform and StarVR headset, which offers a 210-degree field of view (twice as much as the Oculus Rift).

IMAX aims to tap into its Hollywood connections to create VR experiences tied to major films. Richard Gelfond, CEO, told the WSJ that he could see charging around $7 to $10 for a 10-minute long VR experience. IMAX plans to launch its VR experiences in six locations globally by the end of the year.

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