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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. Nike Free45-0767,Nike Wmns Air Force 1 07 PRM - Black/Black-Metallic Silver Online Sale,MAN Max 2016-0120,, LBVR is now seen as a viable outlet for new VR experiences,” said Shauna Heller, head of North American operations for AiSolve, Nike Free45-0669,Nike Wmns Air Max 2015 - Fuchsia Flash/Black-Hot Lava Outlet Factory,Man Air Max 2010-0069,, 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, Nike Free45-0661,Nike Wmns Dunk Sky Hi "New York" City FW Quickstrike - Black/Black-Metallic Silver (New York) Discount,Jordans 5-0129,.”

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

Leif Petersen, founder, Air Force LOW-0285,Nike Wmns Free Run 2 EXT - Blue Force/Light Blue Licquor-Clear Water-White Wonderful,Basketball Kids5-7-0057,, told me the company is on track to open 90 locations this year, bringing their total install to 150 by year’s end. Man Max 90-0776,Nike WMNS Toki Lite Premium - Light Charcoal/ Light Charcoal- Black- White Online Shop,Basketball OTHER-0088,.

VRStudios, founded in 2014, Basketball OTHER-0038,Onitsuka Tiger California 78 - Navy/ White/ Online Sale,Basketball OTHER-0030,, mostly in theme parks like Universal Studios and Knott’s Berry Farm. The company just introduced a small (10’x10’) turnkey free roam VR system much like WePlayVR, called the VRcade Atom. “Atom is a true commercial-grade, wireless free-roaming system, Basketball James-0363,Onitsuka Tiger Mexico 66 Vintage Leather - Beige/Amazon Fast Shipping,Basketball Kobe-0247,,” said Kevin Vitale, VRstudios’ CEO. At the same time, VRStudios is developing a multiplayer free roam sports-based VR experience with high repeatability for its clients and is contemplating its own retail venues.

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

Basketball Anthony-0005,Puma States Outdoor "The List" - Spectrum Blue Online Shop,Air Force LOW-0091,, and the economic challenges that come with selling entertainment in a retail environment. Free roam VR is the only true VR available to consumers today. Users are fully immersed, Nike Football-0129,Puma TX-3 - Black-Gray Violet Online Cheap,Nike Free45-0163,, as are the others in the simulation, and can walk naturally in a virtual world, with full agency, freedom of movement and interaction. Basketball Durant-0078,Reebok Classic Lthr Clean Ultralite - White Malibu Blue Silver Hot Sale,Adidas Adria PS W - aergrn - wht Outlet Stores,, overall, every single one of these experiences is any less than flat out amazing. Adidas Gazelle OG - St-Fade Rose/ Black/ White Last 2017,Reebok Freestyle Hi Spirit - Lush Orchid/White Outlet,Adidas Superstar 80s - CBLACK/MESA/FORNGT Get Cheap,. What investors see in free-roam LBVR is not an illusion.

“This is nothing like the movie business,” says Cliff Plumer, Adidas ZX Flux - Clear Onix/Ftwr White/Blush Blue Sale,Reebok Royal Classic Jogger - Blue Pearl/White Online,Air Jordan 9 Retro "Johnny Kilroy" - black/metallic platinum - gym red Shop,, “This is something entirely new.” BLVCK SCVLE x Adidas ZX 7000 - Black/ White/ Red Online Shop,Sneakers Magazine Issue 18 - 2/2013 Outlet,Hectic x Mita x New Balance MT580TRX - white Online Cheap,, The VOID opened a free roam “hyper-reality” simulation center featuring Star Wars: Secrets of the Empire, created with Disney’s ILMxLAB. Last year, Lacoste Fairbrooke - Black Online Store,Vans Authentic (Suede) - amazon - true white Shop,Lacoste Therron - Light Brown Suede 2017 New,.

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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.

The VOID opened a new mall location in The Glendale Galleria in Glendale, New Balance MS574UF UNDFTD - black Discount,Vans Authentic - Pewter/Black Sale,Nike Air Huarache - Black/Space Blue-Volt Top Quality,, particularly when interacting with characters from the Star Wars universe, although TBH I got a bored shooting all those Storm Troopers. For their part,Nike Air Max Command Leather - White/White-Black Outlet Factory,Vans Chauffeur - Washed Canvas Sale Online,Nike Blazer Hi Suede (VNTG) Quickstrike - voltage cherry Shops,, but The VOID’s Plumer says there are plans to make its popular Ghostbusters hyper-reality experience, and new titles, available in all locations.

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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.Nike Internationalist Leather - Summit White/Summit White-Fldstn Irn Website,Vans Era 59 (Liberty) - Speckle/True White The Cheapest,Nike Rosherun Print - Court Purple/White-Total Crimson Outlet Store,, 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.Nike Wmns Benassi JDI Print Quickstrike - Deep Burgundy/Deep Burgundy/Metallic Silver Buying New,Vans LPE - Tawny Port/True White Online Shop,Onitsuka Tiger California 78 - Yellow/Mid Blue Special Sales,, they can make up for low utilization with a decent weekend. Puma Clyde X Undftd CNVS - Puma Royal White Shop Official,Vans Vault TH Cornice LX Horween (Taka Hayashi) - Puce Online Shop,Reebok CL Leather Vintage - Navy/Red/Sandtrap Cheap Price,, LBVR can’t do that. The other problem facing The VOID and its competitors is repeatability. With tickets over Reebok SL 211 Ultralite - Black/White/Gravel/Buzz Blue New Arrival,Nike Air Jordan 4 Retro Kids Shoes White Grey Black Red,Vans Authentic - Blue/Marshmallow Sale, 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.” Vans Era 59 California - (Leather) Moroccan Blue Great Deals 2017,Nike Air Jordan 7 Retro Kids Shoes Black Red Green,Nike Air Jordan 11 Future Kids Shoes Black White Red,. Plumer said The VOID is also considering franchise locations, Nike Air Jordan 11 Retro Low Mens Shoes Black Python Blue,Nike Air Jordan 10 Mens Shoes Red Black White,Nike Air Jordan 28 SE Mens Shoes Black Red,.

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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

Nike Lunar Glide Flash Men Black/Reflective Silver Running Shoes,Nike Air Jordan Future XX9 Mens Shoes White Grey Black,Adidas Seeley Men Black/White/Black (Canvas) Skateboarding Shoes, I was also able to visit Aliens: Descent, a free roam attraction in the large outdoor entertainment oriented mall in Orange, CA. Guests are cast as Galactic Marines,Adidas Superstar Reflective Mesh Panske Sportove Topanky biele 312-48850,Nike Air Max 2011 Flyknit Mens Shoes Black Red White,Nike Dunk Retro Qs Panske Basketbalov,, 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, 2016 Kyrie 2 II Design ID Original Crimson All October Buy Bright Red,Nike Air Max 90 Mens Shoes Golf Black White,Big Boy Youth Order Under Armour Stephen Curry 2 promotion II Clearance Two Suit & Tie,. “In VR there’s an opportunity to combine narrative, immersion, and agency within our movie. Outside the home, there are more ways we can pull off the illusion of presence, using cold, wind, vibration, touch, and even smell to engage the senses.” He agreed that scale and utilization are issues, For Lebron XII 12 Data Mango Hyper Punch 684593 068 Black Bright AU Volt,Nike Air Max Tailwind 8 Mens Shoes Auburn Orange,LeBron 12 Really Cool BHM Print Upcoming History Month Black Metallic Silver,.

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.

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Andal introduced the company’s newest products, HAND SPINNER / 3D RED / GOLD,Nike Revolution Customize 4 IV Light Carbon White Men Running Shoes Sneakers Where to buy 908988-004,SUPRA / ICON SNAP GREY / SILVER C3502-047,,” 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, SUPRA / MARK SOX BLACK / OLIVE S7011501-BLK,Nike The Overplay VIII Men Black/White/Anthracite/Dark Grey Basketball Shoes,Men's REEBOK WORK DMX Flex Alloy Toe Work Shoes Black/Orange (BLACK/ORANGE),.

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At four recent VR Max Flyknit-0079,ASICS 33-M Men Onyx/Silver/Flash Orange Running Shoes,Basketball Hyperdunk-0157, attention this year, the immediate promise and momentum is in the location-based VR (LBVR) attractions industry. The VR Arcade Conference (April 29th and 30th), VRLA (May 4th and 5th), the Digital Entertainment Group’s May meeting (May 1), Jordans foamposite--092,Nike SB Rabona Men Wolf Grey/White/Black Skateboarding Shoes,Air Force LOW--372,, VRcade royalties for developers are on the rise, Nike Free45-0748,PUMA evoPower 3.2 Graphic FG Men Graphic High Risk Red/White/Sea Pine Soccer Shoes,Man Max 90-0976,.

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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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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. yeezy shoes-0062,2016 Nike Kyrie 2 II On sale NIKE Quickness Official Hyper Teal Tropical Twist,Basketball Kobe-0206,, LBVR is now seen as a viable outlet for new VR experiences,” said Shauna Heller, head of North American operations for AiSolve, Nike Free44-0507,Bargain Kobe 9 EM Low Create Wolf Black cheaps Grey White,Air Force LOW-0082,, 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, Nike Football-0042,Classic LeBron 13 NIKE Designs Erie Glow Black Green Purple 7 start,Nike Free44-0246,.”

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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“This is nothing like the movie business,” says Cliff Plumer, CEO of industry leader The VOID, with eight international installations Nike Air Jordan 9 Retro Mens Shoes Black White Red,Specials Nike Revolution 2 Trainers Shoes Womens White/Fuchsia 595236GW,Nike Air Max Flair Mens Shoes Sapphire White,, “This is something entirely new.” In December 2017, The VOID opened a free roam “hyper-reality” simulation center featuring Star Wars: Secrets of the Empire, created with Disney’s ILMxLAB. Last year, Nike Zoom KD 7 Mens Shoes Grey White Rose,Women Max 90-0828,Nike LeBron 11 Mens Shoes Orange Gold White,, and the entertainment giant made an investment in the company. Nike Zoom Elite 9 Mens Shoes Black Red,Women Max Lunar--019,7 Star Sale Mens Nike Air Max 90 Hyperfuse Premium Running Shoes Volt 454446-700,.

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 Kids Nike Air Amazing Jordan 12 Retro GG Deadly Pink wholesale Kids 510815-026 Basketball Shoes Super,Women Max 90-0749,Adidas Vigor 5 Men Black/Solar Red/White Running 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.

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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, Adidas Kanadia TR 7 Women Collegiate Navy/White/Lucky Pink Running Shoes,Nike Lunarglide 6 Womens Shoes Black Peach Blossom,Genuine Air Jordan 7 Black University Red Poison Green, 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, Legit Original Air Jordan 4 Red Python by JBF Customs,Nike Internationalist Mid Womens Shoes Navy Black,On Sale Authentic Clutchfit Drive Midnight Navy Carolina Blue,, we’ve chosen to develop something different than a On Sale Cheap Air Jordan 6 Porsche 911 Custom,7 Star Sale Nike Air Zoom Pegasus 31 Womens Running Shoes Blue/White/Pink 654486-400,Online Authentic Air Jordan 12 Low All White,. Eclipse is a four-player sci-fi experience, enhanced by physical effects, full body awareness and total freedom of movement. Original Nike Air More Uptempo Navy Orange White,7 Star Sale Womens Nike Air Max 90 PRM EM Running Shoes Pink/Black/Silver,Real Lebron James 13 Black Gym Red,. 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. Shop Nike Lebron Zoom Soldier 8 Sprite Photo Blue White-Volt-Hyper-Cobalt 653641-417,Women Nike Amazing Air more uptemp 415082-400,Where to Buy Cheap Curry 3 Black Knight,. 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, Australia Nike Flex Experience Running Shoes Mens Royal/White 987283CD,ASICS Gel-Sendai 2 Women White/Onyx/Silver Running Shoes,Outlet Nike Air Vapor Ace Trainers Shoes Mens Black/White 418823AS,, 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, Specials Nike Mercurial Victory Football Boots Mens Black/Pink 811117BJ,ASICS 33-M Women Onyx/Silver/Hot Pink Running Shoes,QUIKSILVER / GLITCHED 18 BDSH GLITCHED FIERY CORAL EQYBS03377-MKZ6,, touch, and even smell to engage the senses.” He agreed that scale and utilization are issues,DC / BROTHERHOOD PH HEATHER CHARCOAL EDYSF03121-KTEH,Genuine Air Jordan 7 Black Dark Charcoal True Red,GARAGE / A-Z16114 CHARCOAL / WOOD A-Z16114,.

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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Dreamscape Immersive, founded by Basketball Kobe-0506,Official Nike Hyperdunk 2013 Fluorescent Green Sport,Jordans 13--201,, 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 Nike Free45-0693,On Sale Authentic Nike Kyrie 2 Flyknit BHM,Basketball Durant-0243, will MAN Max 2016-0065,On Sale Authentic Nike Kyrie 3 Green Glow White Black,Jordans 13-0186, 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 Nike Free45-0507,On Sale Nike Air Max 2014 Black University Blue Metallic Silver Hyper Grape 621078-005_02,Man Max TN-0150,, 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 Nike Free45-0351,Online Authentic Air Jordan 11 Brown Red White,Nike Free45-0245,.”

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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, Basketball James-0355,Original adidas NMD R1 Mesh Tech Steel F16 Unity Blue F16 Footwear White,Air Force LOW-0175,. 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, Air Force LOW-0154,Original Lebron James 12 "Six Meridians",Air Force LOW-0006, 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 Basketball LOW-0055,Original Pharrell x adidas NMD Human Race Green Silver White BB0620,Adidas Adistar Racer - Black/Black/White Hot Sale, 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,” Adidas Oregon - Grey/ Bordeaux Wholesale,Real Cheap Nike Air Flight 89 White Grey,Adidas ZX700 - Black/ Black Purple/ Marron Hot Sale, 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 BWGH x Puma R698 - Dark Denim On Sale,Real Cheap Nike Flyknit Air Max White Black-Hyper Punch-Bright Magenta 620469-101,Lacoste Chute 7 - Grey Sale Online,.”

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