In recent years, the entertainment industry has faced significant challenges in keeping cinema audiences engaged. The rise of streaming platforms and the accessibility of high-quality home viewing systems have led to a steady decline in traditional movie theater attendance. According to a 2023 report by the Motion Picture Association, global theatrical admissions have seen a downturn, compounded further by the COVID-19 pandemic’s shuttering of cinemas worldwide. As studios invest heavily in spectacle-driven films to draw crowds, innovative approaches are emerging to redefine the movie-going experience and rekindle the magic of communal film-watching.
One such innovation is the introduction of immersive cinema experiences that leverage advanced technology and creative set designs to transport audiences directly into the narrative worlds they love. In Los Angeles, Cosm, an immersive entertainment and technology company, is pioneering the use of dome-style screens and 3D sets to craft what they call “shared reality” experiences. Launching with a reimagined version of the cult classic The Matrix, Cosm aims to offer something that, as its president Jeb Terry articulates, “is trying to create an additive, a new experience, ideally non-cannibalistic, so that the industry can continue to thrive across all formats” (Patrick T. Fallon/AFP).
This approach addresses a critical issue: what can theaters offer that cannot be replicated by the growing quality and convenience of home setups? Traditional large screens and premium formats like IMAX have been a part of the answer, evident in the success of films like Christopher Nolan’s Oppenheimer. However, Cosm and similar ventures are pushing beyond the conventional frame by collaborating with creative forces experienced in live performance and immersive design, including those who have worked with Cirque du Soleil. Jay Rinsky, founder of Little Cinema, explains how they “create sets like the Parisian opera, let the movie be the singer, follow the tone, highlight the emotions… through light, through production design, through 3D environments” (Patrick T. Fallon/AFP). This philosophy is especially fitting for a film like The Matrix, which Rinsky describes as “a masterpiece of cinema, but done as a rectangle.”
At the core of this immersive approach is a heightened sensory engagement that goes beyond just watching a film. The Matrix shared reality experience includes interactive elements such as offering audiences blue or red cocktails, symbolizing the iconic choice from the film, and seating them amid high-definition screens that shift perspectives dynamically. As Rinsky notes, viewers might find themselves “inside Neo’s office cubicle or seemingly in peril,” with the environment reacting as “the world changes as you look up and down for trucks coming at you” (Patrick T. Fallon/AFP). This level of immersion transforms passive viewing into an active exploration of the story’s universe, creating a participatory dimension typically absent from standard cinema.
Early reactions suggest the format is striking a chord with attendees. Influencer Vince Rossi commented on the immersive screening, saying, “It did feel like an experience… it felt like you’re at a theme park for a movie” (Patrick T. Fallon/AFP). Such feedback underscores the potential for immersive cinemas to reconnect audiences with theatrical film-going by offering uniquely engaging spectacles that cannot be replicated at home or through traditional movie screens.
The implications for the fulldome and immersive cinema industry could be profound. For content creators, the challenge and opportunity lie in adopting new storytelling techniques that integrate spatial design with narrative flow, soundscapes, and interactive elements. Fulldome venues, traditionally associated with educational programming or planetarium-style shows, can broaden their appeal by incorporating cinematic experiences like these, potentially bridging the gap between entertainment and education through immersive storytelling. Moreover, collaborative efforts between filmmakers, immersive design studios, and technology providers could foreseeably lead to new genres of interactive cinema that encourage repeated visits, deeper emotional engagement, and social interaction among viewers—revitalizing the communal aspect of going to the movies.
For venues aiming to innovate, these developments highlight the necessity to invest in both technological infrastructure and creative partnerships. Immersive cinema offers a pathway to diversify programming and attract a wider demographic. The marriage of fulldome technology with narrative-driven content, exemplified by Cosm’s adaptation of The Matrix, represents a promising frontier that may well redefine how stories are told and experienced in the future of cinema.
Originally reported by AFP via www.straitstimes.com on 2025-06-16 17:10:00.
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