At a Los Angeles cinema, aNeo cloaked in a trench coat arches backward to avoid bullets that whirl past the audience’s heads, while gunshots ring out from all directions.
This innovative immersive experience aims to serve as a wake-up call for cinema enthusiasts, encouraging them to leave their homes just when the film industry desperately needs to attract viewers back to theaters.
Cosm, which operates locations in both Los Angeles and Dallas, plans to introduce its dome-shaped screens and 3D set designs in June with an immersive take on "The Matrix." This iconic 1999 movie features Keanu Reeves playing a character who discovers that his existence is part of a simulated universe.
"We think the future will be characterized by greater immersion and experience," stated Jeb Terry, the president of Cosm, during a recent sneak peek event.
Efforts are being made to develop an additive—a fresh experience, preferably not cannibalizing existing offerings—so that the sector can flourish across various formats.
When the COVID-19 pandemic hit, cinemagoers had already been declining as more people turned to streaming services just as movie theaters were forced to close down.
As larger and superior televisions become more accessible for homes, theaters must provide an experience that cinephiles can’t replicate in their living rooms.
High-profile movies such as Tom Cruise's "Mission: Impossible -- The Final Reckoning" and Christopher Nolan's Academy Award-winning "Oppenheimer" often choose the expansive views and enhanced picture fidelity of IMAX theaters.
However, Cosm and similar initiatives aim to take things a step further by partnering with designers who have experience at Cirque du Soleil. This collaboration seeks to craft an immersive setting where viewers feel as though they are actually within the film itself.
According to Jay Rinsky, the founder of Little Cinema—a creative studio that focuses on immersive experiences—the key for filmmakers lies in positioning their cameras correctly and capturing sounds effectively.
He mentioned, 'We construct scenes akin to the Paris Opera, allowing the film to embody the performer, maintaining the atmosphere, and accentuating the sentiments... using lighting, set design, and 3D environments.'
He mentioned that this method seemed especially fitting for "The Matrix," describing it as "a cinematic masterpiece presented in a rectangular format."
For those new to this: Reeves plays Neo, a computer hacker who begins investigating a way of life that feels somewhat off-kilter.
A enigmatic Laurence Fishburne presents him with two choices: a blue pill that allows him to remain as he is, or a red pill that reveals he is a captive, with his physical form used by artificial intelligence systems while his mind exists within a digital illusion.
Following this, there is extensive gunfighting, numerous martial art sequences, and elements of mysticism, as well as a romantic subplot involving Neo and Trinity, portrayed by the dominatrix-like Carrie-Anne Moss.
In the shared reality experience of "The Matrix," participants begin their journey by choosing between two cocktails — naturally, blue or red — while they sit immersed in an environment encircled by high-definition displays.
Changing viewpoints transport the observer into Neo's office cubicle, or appear to put them in danger.
"They can be within the character’s mind,” explained Rinsky. “As you glance up and down, the world shifts with each truck approaching.”
The result impressed those who were at the preview screening.
Influencer Vince Rossi shared with AFP, 'It didn’t really feel like an ordinary experience. It was more as though you were visiting a movie-themed amusement park.'