'Raising a Rukus' Animated Virtual Reality Adventure to Debut at Imax VR Centres

Raising a Rukus - H Publicity 2017
Courtesy of The Virtual Reality Co.

The pilot of The Virtual Reality Company's animated family VR program, Raising a Rukus, will make its public debut Friday at the flagship Imax VR Centre in Los Angeles.

Per the agreement between VRC and Imax, the 12-minute episode — which was previewed in March at the theater owners confab CinemaCon — will also play at Imax VR centres set to open in New York, the U.K. and other locations in the coming months.

Planned as a franchise, Raising a Rukus is a magical adventure that follows a brother and sister and their mischievous pet dog, Rukus. The partnership between Imax and VRC is currently only for the pilot episode, though VRC said it would be exploring options to partner on future episodes, which might extend beyond VR to in-home content.

At the Imax VR Centres, Raising a Rukus audience members will be seated in a VR motion chair, providing a ride-like experience. “This is exactly the type of original premium experience, which was designed specifically for location-based VR, we’re looking to provide our guests," said Imax chief business development officer Robert D. Lister. "This family-oriented fare is becoming increasingly important as we are seeing visitors of all ages come through our successful flagship centre in Los Angeles."

The L.A. location opened earlier this year with a selection of content from partners including Skydance Interactive and priced between $7-$12.

“Our collaboration with Imax will enable us to provide unique cinematic-level VR experiences to audiences around the world in an affordable way," said Guy Primus, who co-founded VRC with Oscar winner Robert Stromberg and serves as its CEO. "By opening their doors to VR, theater owners are opening up new revenue opportunities for the entire VR ecosystem.”