Immersive entertainment has moved well beyond novelty status. In the wake of the pandemic, premium-format venues have found a durable audience among consumers looking for social, high-impact experiences that feel meaningfully different from streaming at home. Companies such as IMAX and Sphere have helped normalize the idea that “going to the movies” can mean something more expansive than a traditional auditorium, while Cosm has carved out its own lane with domed, LED-driven spaces built around shared viewing and premium hospitality. Cosm says its Dome experience uses an 87-foot-diameter LED display with 12K horizontal and 10K vertical resolution, and its current footprint now spans Atlanta, Dallas, Detroit, and Los Angeles. (cosm.com)
That context matters because Cosm is no longer just a sports-and-event venue with a cinematic side hustle; it is positioning film as a core part of its business. The company has already worked with Warner Bros. on special versions of The Matrix and Harry Potter and the Sorcerer’s Stone, and now it is taking another step by teaming with Universal, DreamWorks Animation, and Reel FX on a reimagined Shrek. For studios, the appeal is obvious: franchise titles with broad recognition can be refreshed into premium experiences that drive higher ticket prices, food-and-beverage sales, and repeat visits. For venue operators, it is a path toward making library content feel newly eventized rather than merely reissued. (cosm.com)
As Deadline’s story notes, Cosm “will kick off a multi-film partnership with Universal by presenting a retooled version of Shrek 25 years after the film’s original release.” The choice of Shrek is strategically savvy. It is one of those rare properties that crosses generations, and its humor, visual world, and familiarity make it unusually well suited to an environment designed for spectacle. A one-off nostalgia screening might draw curiosity; a full experiential remix can turn that curiosity into a repeatable business model. (cosm.com)
Cosm’s broader expansion also suggests that the company sees momentum, not experimentation, in front of it. Deadline reports that the venture-funded company “recently opened a Detroit location to go with existing ones in Inglewood, CA; Dallas; and Atlanta,” and that it plans to add Cleveland next year. That kind of geographic buildout matters because immersive venues rely heavily on local traffic, event calendars, and a steady stream of premium programming. In other words, the venue network and the content strategy have to scale together. (cosm.com)
The company is also leaning into the economics of exclusivity. Deadline says Cosm uses a dynamic pricing model, with some sporting events fetching single tickets of up to $200, while films typically land in the $35 to $50 range. That tiering reflects a broader trend in entertainment: audiences are increasingly willing to pay more when the experience feels scarce, social, and difficult to replicate at home. It also helps explain why family titles and recognizable brands are so valuable in this setting—they can broaden the audience while preserving the premium aura. (cosm.com)
“Our Shrek is an iconic franchise that continues to find new ways to surprise and delight audiences,” Universal Entertainment’s David O’Connor said in Deadline’s report on Deadline.com. “With Cosm, we’re pushing the boundaries of how fans can experience this beloved story beyond the screen with an interactive trip into Shrek’s world.” That language is revealing. Studios are no longer simply licensing older films for another run; they are framing them as adaptable IP ecosystems that can move fluidly across exhibition formats, merchandising, and live-event energy. (cosm.com)
Alexis Scalice, Cosm’s VP and Head of Cosm Studios, made the same point from the venue side, saying that working in animation “allows us to amplify the humor and irreverent charm that makes its story and characters beloved across generations.” That emphasis on animation is especially telling. Animated worlds are inherently elastic, which makes them easier to re-stage in immersive environments than many live-action films. If Cosm can prove that with Shrek, it could strengthen the case for a broader pipeline of family-friendly and legacy titles built specifically for dome-based presentation. (cosm.com)
Originally reported by Deadline via deadline.com on 2026-09-25 00:18:00.
Read the full original article here: deadline.com