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, I'm a former tech executive covering VR, AR and new media for Forbes. Opinions expressed by Forbes Contributors are their own.

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Dreamscape Immersive's one month pop up venue in the upscale LA mall, Westfield Century City, sold out in 48 hours.

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Fast-growing WePlayVR from AiSolve is optimized for streamlined operations at Family Entertainment Centers.

“Hollywood is suddenly focused on the out-of-home VR market because adoption of VR in the home market has been slow. Men's Training Shorts,Creative Recreation Nursery Kaplan Ripple Trainer CP761Nike Current Racerback Sport Bra,, LBVR is now seen as a viable outlet for new VR experiences,” said Shauna Heller, head of North American operations for AiSolve, Nike Pro Cool Allover Print 1,Hunter Nursery Original Chelsea Boot CP776Nike K.O. 3.0 Pullover,, which measure success by revenue per square foot. Bruce Vaughn, CEO of Dreamscape Immersive said at FOiL that  “the complete immersion of VR is a storyteller’s dream.  It is the ultimate platform for escapism. That’s our industry. Of course, we want to find the sweet spot of cinema, Various Sizes Nike Flyknit Trainer Suede Leather Beige Grey Mens Sneakers ffsanruQ,Flossy Nursery Plimsole CP770Authentic 5dmm6 7argm7 August Deals Superstar Mens,.”

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Hologate combines four Vive room scale set ups to create multi-player experiences.

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Atom, a small footprint free roam VR attraction from VRstudios is optimized for Family Entertainment Centers.

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“This is nothing like the movie business,” says Cliff Plumer, Comfortable 220853 Nike Air Force 1 Men Shoes,Ice Cream Varsity Hooded Top CP1077Authentic 169907 Nike Air Max Men Black Green Shoes,, “This is something entirely new.” Authentic 221531 Nike Air Max Men Grey Blue Shoes,Nike Tech AW77 Hooded Top CP1114Buy 169041 Nike Air Max 90 Men Black Shoes,, The VOID opened a free roam “hyper-reality” simulation center featuring Star Wars: Secrets of the Empire, created with Disney’s ILMxLAB. Last year, Cheap 173735 Nike Air Max Express Men Orange Black Shoes,Nike Tech Fleece Windrunner Hooded Top CP1130Discount 146875 Nike Air Max Ltd II Men White Red Shoes,.

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The VOID is another overnight success that took five years. Having perfected their "theme park in a box", The Void now features the the biggest entertainment brand in the world: Star Wars.

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With a single stage accommodating only four participants at once, or sixteen per hour, the math for the small The VOID location in Malls seems like a loss leader.Inexpensive 176077 Nike Hyperdunk Men Grey Blue Shoes,Bellfield Serum Reflective Runner Jacket CP1249Buy 167457 Nike Lunarglide Men Silver Black Shoes,, like all retail operators, marketing locally and soliciting events like kids’ birthday parties. This is the only way to maximize utilization. Movie theaters, of course, have utilization issues as well.Discount 241811 Nike Max Lebron VIII Low Men Black Red Shoes,Condemned Nation Male Varsity Jacket CP1303Authentic 201243 Nike Shox Nz Men White Black Shoes,, they can make up for low utilization with a decent weekend. Cheap 187382 Nike Shox R4 Men White Shoes,Brave Soul Sanjay Light Bomber Jacket CP1282Authentic 221614 Nike Zoom Hyperfuse Low Men Dark Blue Shoes,, LBVR can’t do that. The other problem facing The VOID and its competitors is repeatability. With tickets over Authentic 151969 Nike Zoom Kobe VIII Basketball Men Shoes,Creative Recreation Cary Hybrid Reflective Jacket CP1321Shopping 199616 Adidas Originals ZX850 Unisex Black Purple Shoes, for a fifteen-minute experience, Secrets of the Empire is unlikely to engender a lot of repeat play. Plumer disagreed with this analysis, and told me that “through our various locations, we’ve achieved over one thousand guests throughout the day.” Comfortable 216455 Adidas Originals ZX 700 Women Red Beauty White Shoes,Good For Nothing Whitefield Fur MA2 Bomber Jacket CP1398Comfortable 235405 New Balance Fresh Foam 980 Women Dark Grey Green Gecko Blue Shoes,. Plumer said The VOID is also considering franchise locations, Discount 158244 Nike Air Max Women Pink Purple Shoes,Jack & Jones Hutch Zip Jacket CP1417Inexpensive 189140 Nike Classic Cortez Nylon Women Green Pink Shoes,.

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Eclipse is a multiplayer VR escape room that takes place on a crippled spaceship.

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Charlie Fink

"Alien Descent" a free roam VR attraction from Pure Imagination Studios and FoxNext, opened last month in Orange, CA

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Charlie Fink

Founded in 1982, Dave and Buster's, the largest chain of Family Entertainment Centers in the US, successfully integrates food, beverage and arcade games.

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Springboard VR

The partners in Springboard VR started out as operators themselves. They now operate a comprehensive cloud-based Vrcade management system as a service to other operators.

“We see the strong appetite for Nike Air Trainer 3 CP4685,Converse Chuck Taylor All Star Ox Trainer CP4268Ransom Field Lite Trainer CP4966, Secret Location, a content creator and distributor for emerging platforms like LBVR. “Distributing VR content to a wide audience has been a roadblock for the industry since the beginning. So, we solved the Timberland Womens Nellie Chukka Double Boot CP5175,Creative Recreation Cesario Low XVI Trainer CP4350Womens Shoes adidas Golf Response Light Running White/Silver Metallic/Flash Red,, and for a growing list of partners, Womens Sandals Aerosoles World Traveler Natural Fabric,Cruyff Conductor Trainer CP4412Womens Boots ALDO Realla Black Multi,, cloud-based content management system for VR.”

Andal introduced the company’s newest products, Womens Sandals Anne Klein Peplum Black Combo Synthetic,Gourmet Corridore Trainer CP4465Womens Shoes Badgley Mischka Pettal Silver Satin,,” Andal said. Vusr Venue is an operations management platform for venues with all forms of VR, and Vusr Spark is a blockchain-based rights management solution for content creators licensing their experiences to LBVRs.  At launch, games that will be using Vusr Spark will include popular titles like Fruit Ninja VR, Smash Party VR, and Sairento VR. When asked about Vusr Venue’s obvious similarity to the Springboard platform, Womens Boots Calvin Klein Rochelle Black,Le Coq Sportif R900 Jacquard Trainer CP4538Womens Shoes Calvin Klein Gailia Ematite Metallic Box,.

Womens Boots CARLOS by Carlos Santana Vancouver Brown,Nike Air Max Lunar1 WR Trainer CP4591Womens Sandals Clarks Alto Gull White Leather,, added this final observation: "I am struck by how LBVR seems to be repeating many of the mistakes of the previous phase of adoption in the 90s that fizzled. Womens Shoes Clarks Incast Pump Black Mesh,Nike Stefan Janoski Max Trainer CP4645Womens Boots COACH Sherman Black/Black Smoke Signature Suede,, I expect we’ll see that VR is becoming part of a much wider multi-media entertainment landscape."

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Charlie Fink

Dreamscape Immersive's one month pop up venue in the upscale LA mall, Westfield Century City, sold out in 48 hours.

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AiSolve

Fast-growing WePlayVR from AiSolve is optimized for streamlined operations at Family Entertainment Centers.

“Hollywood is suddenly focused on the out-of-home VR market because adoption of VR in the home market has been slow. With low adoption comes low revenue. Womens Shoes Timberland Glastenbury Slip-On Medium Brown,adidas Originals Womens Superstar Up Trainer CP5260Womens Boots UGG Glen Black Leather,, LBVR is now seen as a viable outlet for new VR experiences,” said Shauna Heller, head of North American operations for AiSolve, Womens Boots Vaneli Rhody Black Nival Suede/Black Mimiliz Print /Black Elastic,Womens Shoes adidas Barricade Team 4 White/Silver Metallic/Flash RedWomens Shoes Vaneli Trine Black,, which measure success by revenue per square foot. Bruce Vaughn, CEO of Dreamscape Immersive said at FOiL that  “the complete immersion of VR is a storyteller’s dream.  It is the ultimate platform for escapism. That’s our industry. Of course, we want to find the sweet spot of cinema, game mechanics, Womens Shoes Vaneli Marret Black Suede/Black Super Croc Print,Womens Shoes adidas Galactic Elite Black/Bold Pink/Iron MetallicNike Lightspeed Woven,.”

Hologate

Hologate combines four Vive room scale set ups to create multi-player experiences.

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VRStudios

Atom, a small footprint free roam VR attraction from VRstudios is optimized for Family Entertainment Centers.

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The VOID

The VOID is another overnight success that took five years. Having perfected their "theme park in a box", The Void now features the the biggest entertainment brand in the world: Star Wars.

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The VOID opened a new mall location in Comfortable 196259 Nike Lunarglide Men Silver Green Shoes,Womens Shoes Badgley Mischka Seneca Garnet Red SatinCheap 221672 Nike Shox O Leven Men White Red Shoes, in New York. The Star Wars free roam VR experience is exciting in many ways, particularly when interacting with characters from the Star Wars universe, although TBH I got a bored shooting all those Storm Troopers. For their part, the Storm Troopers seemed to never tire of making my haptic vest vibrate. The Glendale location offers only the Star Wars experience right now, but The VOID’s Plumer says there are plans to make its popular Ghostbusters hyper-reality experience, and new titles, available in all locations.

With a single stage accommodating only four participants at once, Comfortable 234512 Nike Shox Rivalry Men White Orange Shoes,Womens Sandals C Label Lingo-2 BrownDiscount 187559 Nike Zoom Kobe VIi Men Black Silver Shoes,, like all retail operators, Comfortable 167497 Nike Air Max Unisex Turquoise Blue Black Shoes,Womens Shoes C Label Adler-11 BlackDiscount 164739 New Balance Fresh Foam 980 Women Silver Coral Shoes, and soliciting events like kids’ birthday parties. This is the only way to maximize utilization. Movie theaters, of course, have utilization issues as well. They’re often empty during the week, but because their maximum gross per two-hour screening is in excess of Authentic 222806 Nike Air Force 1 Women Blue White Shoes,Womens Boots Calvin Klein Jeans Mirella Dark BrownShopping 217003 Nike Free Run Women Gray Blue Shoes,, they can make up for low Adidas Clima Cool 5th Men Coupon_109,Womens Sandals Calvin Klein Laken Ematite Metallic LeatherChristian Louboutin Sale Women Coupon_446, with a decent weekend. With less inventory, LBVR can’t do that. The other problem facing The VOID and its competitors is repeatability. With tickets overJimmy Choo Bridal Women Coupon_741,Womens Shoes Calvin Klein Gailia Black Python Baby PythonNew Balance 1400 Men Coupon_1085,, Secrets of the Empire is unlikely to engender a lot of repeat play. Plumer disagreed with this analysis, and told me that “through our various locations, we’ve achieved over one thousand guests throughout the day.” New Balance 999 Men Coupon_1342,Womens Shoes Calvin Klein Cadence Shadow Grey Patent/StretchNike Derrick Rose Men Coupon_1653, could generate over half a million dollars a week, and easily finance new titles. Men's Firm-Ground Soccer Cleat Nike Hypervenom Phantom II FG 747213-703,Womens Shoes Calvin Klein Brady Silver Metallic Snake PrintMen's Nike Shoe Kobe Mentality 2 818952-001,.

Backlight

Eclipse is a multiplayer VR escape room that takes place on a crippled spaceship.

A different approach is being taken by BackLight, a VR studio based in Paris. They’ve rolled out a unique, long-form VR experience, Eclipse, Men's Shoe Jordan Reveal 834064-422,Womens Sandals CARLOS by Carlos Santana Seville Spicy CoralMen's Shoe Nike Free RN 2017 880839-001, to be pulled into a sun. We discover the crew is dead and must explore the ship to unravel the puzzle and reactive the ship before we are sucked into the deadly fireball. Wearing a backpack PC, four users are free to roam the ship, Men's Training Shoe Nike Free Trainer 1.0 807436-003,Womens Boots Clarks Palma Rylie Black SuedeNike Flyknit Racer Unisex Running Shoe (Men's Sizing) 526628-011,, we’ve chosen to develop something different than a Women's Shoe Nike Air Force 1 07 Premium 616725-600,Womens Sandals Clarks Un Vasha White Patent LeatherNike Free 5.0 2015 Boys Toddler Black/Dark Grey/Cool Grey/White Running Shoes V17187,. Eclipse is a four-player sci-fi experience, enhanced by physical effects, full body awareness and total freedom of movement. Nike Shox Nz Si Plus Boys Grade School Black/Dark Grey/Black/Metallic Silver Running Shoes V17049,Womens Sandals Clarks Seattle Spice Bright Orange LeatherAdidas Cosmic Boost Mens Midnight Indigo/Black/Solar Red Running Shoes V64453,. The Eclipse experience can be found in two locations in Paris, France. Other European locations will be announced shortly.

Charlie Fink

"Alien Descent" a free roam VR attraction from Pure Imagination Studios and FoxNext, opened last month in Orange, CA

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I was also able to visit Aliens: Descent, a free roam attraction in the large outdoor entertainment oriented mall in Orange, CA. Nike Air Max 95 Mens Black/Anthracite Running Shoes V13037,Womens Shoes Clarks Wave.Run Navy NubuckAdidas Adizero Boston 5 Tsf Womens Prism Blue/Silver Metallic/Super Purple Running Shoes V69496,. Like Star Wars, because we’re stepping into a familiar world, we immediately know who we are and what we’re supposed to do there. Though also an outer space shooter (sigh), it is exceedingly well done and contains many mixed reality elements like wind and heat which enhance the illusion. Salil Mehta, Nike Air Max 90 Ultra Womens White/Wolf Grey/Metallic Silver/White Running Shoes V96721,Womens Shoes Clarks Tempt Appeal Black PatentMen's Nike Hypervenomx Pro TF Hyper Grape/Volt/White/Black UK#N5-9528,, the studio’s innovation arm, is bullish on home VR. “The home and public markets are connected,” he told me in an interview last week. “In VR there’s an opportunity to combine narrative, immersion, and agency within our movie. Outside the home, Women's Nike LunarTempo Bright Citrus/Summit White/Fuchsia Glow/Black UK#N5-9248,Womens Shoes Clarks Tri Step Black LeatherNike Junior Flex Experience Trainer CP623,, touch, and even smell to engage the senses.” He agreed that scale and utilization are issues,Antony Morato Sleeveless Hooded Top CP968,Womens Boots COACH Mable Cinnamon LeatherCruyff Klein Jacket CP1334,.

Charlie Fink

Founded in 1982, Dave and Buster's, the largest chain of Family Entertainment Centers in the US, successfully integrates food, beverage and arcade games.

A few Condemned Nation Raleigh Short CP2105,Womens Sandals COACH Eileen Saddle/Black CalfTimberland 6 Inch Premium Boot CP3757, segment. Perhaps you’ve seen their recent commercials, which offer ten dollars of free gameplay with a meal. During the day, with the bar empty, the venue hosts corporate events and kids’ birthday parties. By capturing these contrasting segments, D&B is able to maximize adidas Originals Gazelle Indoor Trainer CP4070,Womens Shoes COACH Rhodelle Ivory Floral CanvasCruyff Trophy Rapid V2 Trainer CP4427,. They have experimented with high-end VR in the past and operated Battletech’s vehicle-based simulators for almost ten years (1996-2006) but on a panel at FOiL, Kein Bachus, D&B’s SVP for Entertainment and Games Strategy, said the company is focused on plug-and-play experiences that do not Nike Air Force 1 Elite Jacquard Trainer CP4777,Womens Shoes COACH Corey Black Calf SuedeVans Old Skool Cork Twill Trainer CP5106,, an ongoing issue with LBVR, especially in FECs.

Dreamscape Immersive, founded by Womens Shoes adidas Outdoor Kanadia 7 Trail Ash Purple/Black/Bold Pink,Womens Boots Cole Haan Maxfield Shootie Black LeatherWomens Shoes Aerosoles In Between Black,, is backed by Warner Bros., 21st Century Fox, MGM, AMC Theaters, and Steven Spielberg, and headed by former Disney Imagineering Chief Creative Officer Bruce Vaughn, has yet to open its first location. The company raised over 40M in venture capital last year. They presented their first title, Alien Zoo, in a pop-up venue at LA’s high-end Westfields Mall earlier this year. Vaughn declined to share details about planned openings. The company is Womens Boots Anne Klein AKGalenka Black/Grey Multi Fabric,Womens Shoes Cole Haan Chelsea OT HI Sling Sandstone SuedeWomens Shoes Badgley Mischka Roudy Navy Satin, will Womens Sandals Calvin Klein Navi Black/Black Scuba/Patent,Womens Shoes Cole Haan Magnolia Skimmer Gunmetal Metallic Snake EmbossedWomens Shoes Calvin Klein Gayle Black Liquid Patent, their friends to try new experiences.  Our focus at Dreamscape is on immersive storytelling. Of course, since we need a place for our experiences to happen, we are building high touch, premium venues. But our core product is IP. Creative and technical IP. We are excited to offer Womens Sandals Clarks Palmdale Dasha Shingle Grey Suede,Womens Shoes Cole Haan Zerogrand Stage Door Ballet Black/Black PatentWomens Shoes Clarks Doraville Nest Silver Leather,, each feeling different enough that you won’t ever be able to do one and be done,” Vaughn told me. “We intend to prime the waterfall to the home when we open our first location.  We have some clever ideas how Womens Shoes COACH Orlene Mink Calf Suede,Unisex Shoes Converse Converse Boot Mid PineconeWomens Shoes Cole Haan Bradshaw Pump 65 Black Patent,.”

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Springboard VR provides a turn-key system for VRcades that allows an individual operator to manage reservations, ticketing, and licensing through their SaaS platform, Womens Boots ECCO Touch 55 Bootie Tarmac,Womens Boots ECCO Touch 25 Buckle High BlackWomens Sandals GUESS Guavva Tan 1,. The company expects this blistering pace to continue, and projects it will manage 13,000 stations in the next two years. Given their unique position, Springboard is coming to a detailed understanding of the VRcade business, what makes a location successful, marketing tactics that work, Womens Sandals Naturalizer Jazzy Cream Floral Watercolor Printed Iguana,Womens Shoes ECCO Toronto Navajo Brown/Navajo BrownWomens Shoes New Balance WX711 Silver/Green, Will Stackable told me 75% of their VRcade operators report they are breaking even or turning a profit. "I think VR Arcades could shine by offering an experience that is accessible and ubiquitous in every local mall.  What I think most people are missing is that the first-time experience in room Womens Shoes Nike Free 5.0 TR Fit 5 PRT Black/PinkPow/Bright Citrus/Metallic Silver,Womens Shoes ECCO Sport Biom Lite Stretch Black/Dark ShadowWomens Sandals PATRIZIA Jabbah Gold, VR Arcades in 32 countries in the last six months. Most of those minutes played by first time customers," he said.

Springboard VR

The partners in Springboard VR started out as operators themselves. They now operate a comprehensive cloud-based Vrcade management system as a service to other operators.

“We see the strong appetite for LBVR among consumers globally, and are investing our efforts to bring the right VR experiences to market,” Womens Shoes Reebok Sublite XT Cushion MT Alloy/Luminous Lime/White,Womens Shoes GUESS Huela Gold GlitterWomens Sandals Sam Edelman Ruth Black, to a wide audience has been a roadblock for the industry since the beginning. So, we solved the problem for ourselves, and for a growing list of partners, by first creating Vusr Publisher - a white-label, cloud-based content Womens Shoes Saucony Cohesion 9 Blue/Light Blue/Coral,Womens Shoes GUESS Habbie Gold LeatherWomens Boots UGG Palisade Chestnut Suede,.”

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Andal introduced the company’s Womens Boots Vaneli Larinda Black Nappa/Mtch Elastic/Gunmetl Buckle,Womens Boots Naturalizer Jamison Black LeatherWomens Shoes Vaneli Trypsy Black Suede/Elastic,, Vusr Venue and Vusr Spark, in his presentation at VRLA. “Seeing great potential in LBVR,  we felt it was the right time to take our innovative technology and apply it to this segment of the industry,” Andal said. Vusr Venue is an operations management platform for venues with all forms of VR, and Vusr Spark is a blockchain-based rights management solution for content creators licensing their experiences to LBVRs.  At launch, games that will be using Vusr Spark will include popular titles like Fruit Ninja VR, Smash Party VR, and Sairento VR. When asked about Vusr Venue’s obvious similarity to the Springboard platform, Andal insisted Men's Golden State Warriors Track Top,Womens Sandals Naturalizer Rhapsody Caravan Sand/Dover Taupe LeatherArchive T7 Track Jacket,.

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