Dreamscape Immersive is clearly a product of its founders: computer scientists, entrepreneurs, a former Disney theme park “imaginer," and the head of a Hollywood film company. It’s part theater, part virtual reality. It is also an immersive, engaging experience that has been packing in the crowds since its location in Dallas opened.
While the company is based in Culver City, Calif., North Park Mall in Dallas was the second physical location Dreamscape opened in August of this year. In that time, the VR movie theater-like experience has been drawing customers in at consistently high rates.
“We wanted to give a few moments that blur the lines between the physical world and the virtual one, not only do you feel like it's unique to you, you’re having an experience that you’re in control of,” said Bruce Vaughn, Dreamscape CEO and former chief creative executive at Walt Disney Imagineering. “It’s rare that you get to pioneer a new medium. We kind of refer to the company as stepping into the movies… [making] you the hero of your own adventures.”
Co-founder Walter Parkes said North Park was chosen after leaders at the company visited and were impressed by the level of foot traffic the mall sustained, while others in the region like Collin Creek Mall were shutting down. He added that the North Park location for AMC Theatres, which is partnered with Dreamscape and helped lead its $30 million Series B in December 2017, is one of the busier theaters the company has in the country.
"it’s almost if you can imagine it, we can build it."
Currently Dreamscape offers visitors three options for their “adventure:” Alien Zoo, The Blu: Deep Rescue and The Curse of the Lost Pearl. The immersive films, in which six to eight people are able to move about in with their chosen avatars, interacting virtually and at times physically with the characters and creatures, last about 20 minutes. The company is planning on adding new titles to its lineup as it plans to expand to Ohio, New Jersey and Dubai. Parkes said the company is also finalizing plans to expand into Canada.
Since opening the Dallas location, Parkes said the theater has averaged about 90 percent utilization. In addition, about 30 percent of visitors are return customers, with about 10 percent of that number returning to experience the same film, he said.
“The response has been astounding,” Parkes said. “People like to enjoy their entertainment with family and friends… and it’s not very real if you’re not in the frame. What we’re trying to do is create experiences that offer up the sort of emotional satisfaction that you associate with a movie merged with the visceral thrills that you associate with a theme park attraction.”
So far traffic to the North Park location has been largely driven by social media and word-of-mouth, Vaughn said. In addition to adding new titles in the coming year, Dreamscape is also developing new, more responsive avatars, as well as innovating the abilities of VR technology. The company is hoping to be a leader in the VR market, eventually pushing into home and personal VR, as the technology progresses.
“It’s a singularly exciting tech and platform, and new thing to be involved in… it’s almost if you can imagine it, we can build it,” Parkes said. “We’re always innovating; we try to push the envelope every time. The dream is, through our locations, to sort of emerge as the industry leader.”
