IMAX has opened its first virtual reality experience centre in the UK, at the Trafford Centre in Manchester, where it hopes to draw younger audiences to the cinema in greater numbers.

The experience will allow visitors to enter the space and play multiplayer VR games or experience entertainment content that ties in with movies currently.

IMAX Europe and Africa managing director Giovanni Dolci said: “We are excited to join forces with our long-time partner Odeon to unveil the next evolution of immersive entertainment in Europe – starting with the launch of the Imax VR Centre in Manchester. IMAX VR brings the best VR technology and content together in a highly social and interactive setting that will let you and your friends become a part of the experience like never before.”

It is the fifth such centre to open, but the first in Europe.

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