Starting August 28, Cosm will debut the 2017 horror film IT within its specialized Shared Reality venues. This partnership with Warner Bros. Pictures marks the immersive technology company's first venture into the horror genre.
Expanding the repertoire beyond Harry Potter and The Matrix
Cosm has previously focused on high-fantasy and science-fiction titles to fill its immersive spaces. According to the company's recent announcement, successful re-releases of Willy Wonka & the Chocolate Factory, Harry Potter and the Sorcerer's Stone, and The Matrix have set the stage for this new venture. By introducing a horror title, Cosm is testing whether the visceral nature of fear translates well to a large-scale, shared environment.
This shift suggests a strategic move to diversify the types of intellectual property that can drive foot traffic to experiential cinema. While family-friendly and sci-fi classics have proven successful, the inclusion of Pennywise and the Losers' Club indicates that Cosm is looking to capture a more intense, adrenaline-seeking demographic.
The sensory scale of 87-foot 12K LED domes
The technical scale of the IT release is designed to overwhelm the viewer's senses. Cosm's venues utilize massive 87-foot-diameter LED domes capable of 12K+ resolution, paired with advanced fulldome production and dynamic sound design. Alexis Scalice, Cosm's Vice President of Business Development and Entertainment, noted that the goal is to offer fans a "fresh and exciting way" to engage with the chilling film.
The jump from a standard cinema screen to a 12K dome could fundamentally change how audiences perceive the jump scares and atmosphere of the 2017 film. By tkaing horror "beyond the frame," as described in the announcement, the technology aims to turn a passie viewing expreience into an active, immersive event.
Warner Bros.' bet on the appetite for experiential cinema
Warner Bros. Pictures is leaning into a growing trend where traditional film viewing is supplemented by high-tech, "experiential" events. Jeff Goldstein, the President of Global Distribution at Warner Bros. Pictures, stated that previous Shared Reality presentations have demonstrated a "strong appetite" for these types of innovative experiences. This move suggests that major studios see immersive technology not just as a novelty,but as a viable way to extend the lifecycle of existing hits.
As the industry looks for new ways to combat streaming fatigue, these high-end, location-based experiences offer something that a home theater cannot replicate. The collaboration between a major studio and an immersive tech leader like Cosm represents a growing synergy between traditional content and cutting-edge delivery methods.
Missing details on venue locations and ticket costs
While the August 28 launch date is confirmed, several practical details remain unverified in the current report. The announcement does not specify which geographic locations will host these IT screenings, leaving fans wondering if the experience will be available globally or limited to specific Cosm hubs. Furthermore, there is no information regarding the cost of tickets or how the Shared Reality model will be priced compared to standard theatrical releases.
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