Toronto IMAX VR Centre officially launched at Scotia today. The Cineplex Scotiabank Theatre in Toronto now has an IMAX VR Centre in the street level lobby. I see this and the soon to be open D-BOX VR Centre in Ottawa as somewhat of a Branding (IMAX Vs. D-BOX) market test for Cineplex. I find it interesting that even though the IMAX VR Centre supposedly uses 4 D-BOX seats for its "Space Flight - Orbital Emergency" attraction the name D-BOX is not used in the website's description. Instead the seats are described as a "state of the art motion platform". Now, I called Cineplex and they said they were D-Box seats but if someone in Toronto can visually confirm this I'd appreciate it. My thinking is that IMAX doesn't want their Brand name diluted by any others so if these are D-BOX seats, IMAX probably requested the generic reference. On the other hand, Cineplex's soon to be open "D-BOX VR Centre" in Ottawa will have 10 D-BOX seats and they will all likely be branded as such.
https://www.newswire.ca/news-releases/imax-and-cineplex-launch-canadas-first-imax-vr-centre-at-scotiabank-theatre-toronto-658222133.html https://www.cineplex.com/VR So, hmmmm...What is Cineplex really up to here? I think (just speculating of course) they might be considering buying D-BOX so they can open "D-BOX VR Centres" all over North America (they own gaming arcades in the U.S. as well). They could also install more D-BOX seats more cost effectively in all their premium "Ultra-AVX" theatres across Canada. So if the "D-BOX VR Centre" in Ottawa is successful, it could lead to really big seats sales/revenues one way or another through an expanded partnership or even merger of the two companies.
Just my thoughts... Go D-BOX!!