West Edmonton Mall location to be among the first to feature state-of-the-art virtual reality technology

The VOID combines state-of-the-art virtual reality (VR) technology, physical stages and multi-sensory effects, including touch and smell for “a new hyper-reality”

Mario ToneguzziCineplex is teaming up with The VOID, to launch new VOID Experience Centers in communities across Canada. One of the first will be in the West Edmonton Mall.

The companies said in a news release that The VOID combines state-of-the-art virtual reality (VR) technology, physical stages and multi-sensory effects, including touch and smell for “a new hyper-reality.”

The first location has been operating in downtown Toronto at Cineplex’s The Rec Room at the historic Roundhouse.

The companies said the initial plan is to open a minimum of five VOID Experience Centers over the coming years, both inside and outside of Cineplex operated properties.

“In addition to announcing this Canadian market development plan with The VOID … we are also sharing the news that this summer we will be opening a second location in Canada at our West Edmonton Mall location of The Rec Room,” said Ellis Jacob, president and CEO of Cineplex, in a statement. “Entertaining people is what we do best and this truly immersive, engaging and interactive experience is a great addition to our growing list of entertainment offerings.”

The companies said each VOID Experience Center consists of:

  • Social experience: The VOID is a shared, multi-person experience that creates a tangible emotional bond as people play together unlike most VR that isolates users.
  • Original and beloved storylines: Enter unexplored worlds filled with immersive and entertaining experiences. Guests can step into some of the world’s favourite franchises, including Star Wars: Secrets of the Empire developed by ILMxLAB and Ghostbusters: Dimensions.
  • Physical sets: Custom stages and a wide array of sensory effects, designed specifically by The VOID, are used to fully draw participants into the digital world that has been mapped over the physical space.
  • State-of-the-art gear: The VOID’s proprietary designed equipment melds the physical and digital worlds together through head-mounted displays (HMDs), backtop computers and haptic vests, allowing sensory effects to be felt from multiple points using haptic feedback.

“We’re committed to transporting everyone, everywhere on virtual adventures. To deliver on that promise, The VOID will continue to open our unique entertainment centers in key markets and major destination cities,” said Cliff Plumer, CEO of The VOID, in a statement. “Through our partnership with Cineplex, The VOID will bring immersive VR – through sight, sound, touch, smell and motion – to a broad consumer audience.”

Respected business writer Mario Toneguzzi is a veteran Calgary-based journalist who worked for 35 years for the Calgary Herald in various capacities, including 12 years as a senior business writer.


The views, opinions and positions expressed by columnists and contributors are the author’s alone. They do not inherently or expressly reflect the views, opinions and/or positions of our publication.

You must be logged in to post a comment Login