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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. Condemned Nation Cranston Twist Pique Zip Hooded Top CP980,Comfortable 192498 Nike Air Force 1 Men White Yellow ShoesSik Silk Fishtail Oil Dye Hooded Top CP1152,, LBVR is now seen as a viable outlet for new VR experiences,” said Shauna Heller, head of North American operations for AiSolve, Brave Soul Sanjay Light Bomber Jacket CP1281,Shopping 193812 Nike Air Force 1 Men Black Metallic Silver White ShoesPublish Jupiter Jacket CP1503,, 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, Jack & Jones Anders Roll Neck Knit CP1829,Inexpensive 178741 Nike Air Force 1 Men ShoesNike AW77 Blur Short CP2171,.”

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

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VRStudios, founded in 2014, Creative Recreation Cesario Low XVI Trainer CP4351,Inexpensive 238380 Nike Air Go Lwp Men Black Royal White ShoesHugo Boss Victual Trainer CP4494,, 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, Nike Air Odyssey Leather Trainer CP4697,Authentic 218336 Nike Air Force 1 Men Black Limited Edit ShoesNike Air Max 90 Mid Winter Trainer CP4852,,” 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.

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“This is nothing like the movie business,” says Cliff Plumer, Womens Shoes Calvin Klein Calida Dark Red Kid Suede/Patent,Buy 241260 Nike Air Max Men Blue Grey ShoesWomens Sandals CARLOS by Carlos Santana Tonalea Tawny Tan,, “This is something entirely new.” Womens Sandals Clarks Nadene Ziva Taupe Leather,Shopping 208753 Nike Air Max Men Grey Green ShoesWomens Shoes Clarks Aubria Fay Black Nubuck,, The VOID opened a free roam “hyper-reality” simulation center featuring Star Wars: Secrets of the Empire, created with Disney’s ILMxLAB. Last year, Womens Shoes Clarks Sillian Jetay Black,Cheap 181275 Nike Air Max Men Green White ShoesWomens Sandals COACH Vitalia Rose Gold Matte Metallic Cross Grain,.

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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.Womens Boots ECCO Touch 25 Scale Boot Black/Black,Cheap 202717 Nike Air Max 90 Men Black Yellow ShoesWomens Shoes ECCO Aimee Slip On Warm Grey,, 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.Womens Shoes GUESS Hotspott Multi Fabric,Discount 171154 Nike Air Max 90 Men Black Blue ShoesWomens Boots Naturalizer Jarrett Truffle Taupe Suede/Brown Leather,, they can make up for low utilization with a decent weekend. Womens Shoes Naturalizer Uri Black Smooth/Shiny,Inexpensive 175839 Nike Air Max 90 Men Black ShoesWomens Shoes New Balance WW1069 Brown,, LBVR can’t do that. The other problem facing The VOID and its competitors is repeatability. With tickets over Womens Shoes New Balance Classics WL574 Blush,Inexpensive 208080 Nike Air Max 90 Men White Black Red ShoesWomens Shoes Nike DF Ballistec Advantage White/Obsidian/Porpoise, 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.” Womens Shoes Nike Free 5.0 TR Fit 5 PRT Black/Volt/Black,Authentic 166363 Nike Air Max 90 Men Black Pink ShoesWomens Sandals PATRIZIA Suzetta Pewter,. Plumer said The VOID is also considering franchise locations, Womens Shoes PUMA Asha Alt 2 Shine Black/Drizzle,Buy 215508 Nike Air Max 90 Men Grey Black White ShoesWomens Boots Rocket Dog Dixie Black Hush,.

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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 Majors Moment Dot,Authentic 236472 Nike Air Max Tailwind Men Grey ShoesRunning Hooded Lightweight Jacket, 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,Nike Rally Loose,Discount 218119 Nike Air Max Tailwind 4 Men Black Red ShoesHurley Dri-FIT Waylon Woven,, 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 Pro Hypercool Allover Print 2,Inexpensive 150801 Nike Air Penny 5 Men Black Red ShoesNikeCourt Crew,. “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, UK Sale 2014 Nike Free Gym Mens Shoes Black Red AxhmZgcm,Comfortable 172711 Nike Blazer High Men Rose Red Beige White ShoesAuthentic 2dgeg z899fg August Deals Nike Air Max 90 Womens Red,.

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, Authentic 169546 New Balance W3190V1 Women Grey Purple Shoes,Inexpensive 193926 Nike Lebron 11 Men White Red Black ShoesInexpensive 217590 Nike Air Max 1 Women Blue Yellow Grey Shoes,,” 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, Cheap 197292 Nike Free 3.0 V4 Women Purple Ray Shoes,Buy 176224 Nike Lebron 11 Men Green White Total Orange ShoesDiscount 173194 Puma Anti-fur Women Black Pink Shoes,.

Adidas Springblade 2013 Men Coupon_236,Cheap 201047 Nike Lunareclipse 2 Men Grey Purple Silver ShoesChristian Louboutin Sale Women Coupon_512,, 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. Jimmy Choo Pumps Women Coupon_804,Shopping 245138 Nike Lunarglide 2 Men Grey Pink ShoesNew Balance Men Coupon_1049,, I expect we’ll see that VR is becoming part of a much wider multi-media entertainment landscape."

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At four recent VR New Balance 574 Men Coupon_1291,Inexpensive 198531 Nike Roshe Run Men Carbon Black Gray Lightning Yellow ShoesNike Derrick Rose Men Coupon_1606, 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), Nike LeBron James Men Coupon_1854,Cheap 225776 Nike Roshe Run Men Carbon Black Orange ShoesMen's Football Cleat Nike Vapor Untouchable 698833-674,, VRcade royalties for developers are on the rise, MEN'S NIKE SHOE LEBRON 12 EXT 748861-900,Discount 160143 Nike Shox Nz Men Black ShoesMen's Shoe Jordan Horizon Low Premium 850678-003,.

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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. Adidas Ace 16.1 Fg/Ag Mens Solar Green/Shock Pink/Black Soccer Shoes V76946,Discount 184556 Nike Shox Rivalry Men White Black ShoesNike Air Zoom Pegasus 32 Mens Black/White/Black Running Shoes V33279,, LBVR is now seen as a viable outlet for new VR experiences,” said Shauna Heller, head of North American operations for AiSolve, Adidas Eezay Dots Womens Solid Grey/Clear Green/Sun Glow Flip Flops V78725,Authentic 178187 Nike Shox R5 Men Black ShoesNike Air Max 2015 Womens Black/Reflective Silver/White/Summit White Running Shoes V25288,, 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 Fs Lite Run 3 Womens Dark Grey/Hyper Orange/White/Vivid Purple Running Shoes V50491,Buy 221507 Nike Zoom Hyperfuse Xdr Men Yellow Green ShoesNike Kids Benassi JDI Print Black/Light Green Spark/Volt UK#N5-9609,.”

Hologate

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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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 Womens Shoes Ecco Performance Ulterro Lo GTX Dark Shadow/Dark Shadow/Woodrose,Inexpensive 243181 Nike Air Max Excellerate Women Black Purple ShoesWomens Boots Hunter Original Quilted Leg Swamp Green/Black, 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, Womens Shoes Naturalizer Carly Oxford Brown Leather,Cheap 166057 Nike Air Max 90 Women Grey Green ShoesWomens Shoes New Balance Vazee Pace Black/Pink,, like all retail operators, Womens Shoes Nike Free 5.0 Print Blue Lagoon/Green Glow/White/Black,Buy 176193 Nike Dunk High Women ShoesWomens Sandals PATRIZIA Sifnos Blue, 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 Womens Shoes Reebok Royal Lumina Pace White/Silver Metallic,Cheap 182254 Nike Free Flyknit 4.0 Women Pink White Court Purple ShoesWomens Boots Sam Edelman Kourtney Steel Grey,, they can make up for low Womens Shoes Saucony Endorphin MD4 Citron/Purple,Inexpensive 151737 Nike Free Tr Fit Women Grey Blue White ShoesWomens Shoes Timberland Classic Boat Tan/Purple/Grey, 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 overWomens Boots UGG Dayton Primer/Water Resistant Leather,Shopping 240976 Nike SB Dunk Low Women White Black Tourmaline ShoesWomens Sandals Vaneli Ashely Multi Met Whip Snake,, 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.” Womens Shoes Vaneli Melore Pudding Quilted Nappa/Black Nappa/Match Elastic,Adidas Bounce Titan VII Men Coupon_092KD Full-Zip, could generate over half a million dollars a week, and easily finance new titles. Nike SB Icon Yarn-Dye Pullover,Adidas Porsche Design S3 Men Coupon_200Italia Polo,.

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 Manchester United FC Anthem Jacket,Adidas Springblade 2015 Men Coupon_282Nike FC N98, 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, Wholesale Trade Discout Nike Air Penny Hardaway Mens Shoes Black White Blue VACiYs8c,Asics Running Shoes Women Coupon_396Authentic krx5m 5np6rm August Deals Nike Air Max 2015 Mens,, we’ve chosen to develop something different than a Buy g6fsu uv6c9a August Deals Nike Blazer Mens,Christian Louboutin Sale Women Coupon_477Cheap edtiq 5ufysh August Deals Nike Air Max 90 Mens,. Eclipse is a four-player sci-fi experience, enhanced by physical effects, full body awareness and total freedom of movement. Discount c7zdb mfck75 August Deals Nike Air Presto Womens,Christian Louboutin Sale Women Coupon_589Online dz9sr 5tss2i August Deals Nike Air Max 95 Mens,. 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. Outlet e7y4s rnh4gd August Deals Nike Air Max Tavas Womens,Asics Mexico 66 Men Coupon_354Sale esxgd 25qc8f August Deals Superstar Womens,. 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, UK nrgeg 9fhfzp August Deals Nike Roshe Run Womens,Jimmy Choo Boots Women Coupon_698Inexpensive 147612 Air Jordan Men Grey Black Silver Ice White Shoes,, 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, Authentic 170121 Asics Gelnoosa Tri 8 Men Blue Fluorescent Green Shoes,Jimmy Choo Sandals Women Coupon_881Authentic 156510 Nike Air Classic BW Si Men White Black Shoes,, touch, and even smell to engage the senses.” He agreed that scale and utilization are issues,Comfortable 221895 Nike Air Max Men White Red Shoes,Platforms Jimmy Choo Women Coupon_993Inexpensive 203781 Nike Air Max 90 Men Red Black Shoes,.

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 Cheap 213700 Nike Air Max Ltd II Men Black Brown Shoes,New Balance 501 Men Coupon_1124Comfortable 207013 Nike Dunk High Men White Peach Yellow Shoes, 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 Cheap 178578 Nike Free 3.0 V4 Men Gray Silver Shoes,New Balance 574 Men Coupon_1244Discount 175533 Nike Lebron 11 Men Christmas Shoes,. 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 Cheap 202414 Nike SB Dunk High Men Shoes,New Balance 996 Men Coupon_1318Shopping 164629 Nike Shox R4 Men Black Red Shoes,, an ongoing issue with LBVR, especially in FECs.

Dreamscape Immersive, founded by Shopping 147101 Nike Zoom Kobe V Men Yellow Black Purple Shoes,New Balance 574 Women Coupon_1443Buy 161978 Puma Suede Classic Eco Men Grey Shoes,, 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 Discount 186195 New Balance Classics Wl515 Women Grey Shoes,New Balance 574 Women Coupon_1511Shopping 212257 Nike Air Max 90 Vt Women Red White Shoes, will Buy 238517 Nike Free Run 3 Women Grey Fireberry Shoes,Nike Derrick Rose Men Coupon_1669Adidas Porsche Design IV Men Coupon_188, 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 Christian Louboutin Sale Women Coupon_584,Nike Kevin Durant War Boots Men Coupon_1767Jimmy Choo Wedges Women Coupon_938,, 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 New Balance 574 Men Coupon_1278,Men's Baseball Shoe Nike Lunar Trout 2 Turf 807122-164Nike Derrick Rose Men Coupon_1623,.”

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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, Men's Boot Jordan Future 854554-002,Men's Basketball Shoe Pack Air Jordan XIII/XIV DMP 897563-900Men's Nike Shoe Jordan Ultra.Fly 834268-006,. 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, Men's Shoe Nike Air Force 1 Ultra Flyknit 817420-004,Men's Golf Shoe Nike Lunar Control 4 819037-400Men's Shoe Nike Free Train Force Flyknit 833275-013, 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 Men's Training Shoe Nike Train Prime Iron DF 832219-006,Men's NIKE FREE 4.0 FLYKNIT 717075-302Men's Shoe Nike Zoom Talaria Mid Flyknit 856957-100, 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.

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Andal introduced the company’s Adidas Adizero Adios Boost 2 Womens Frozen Green/White Running Shoes V54186,Men's Shoe Air Jordan 9 Retro Low 832822-401Nike Air Max 2016 Womens White/Black Running Shoes V87019,, 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 Nike Magista Onda TF Metallic Pewter/Ghost Green/Black UK#N5-9516,Men's Shoe Nike Air Force 1 Flyknit Low 817419-100Hype Hype Backpack CP62,.

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