Later this year, IMAX is planning to launch new virtual reality experiences in malls and multiplexes, “using its connections with movie theaters and Hollywood talent along with new partnerships in the tech community to build the new business,” according to The Wall Street Journal. Yesterday, IMAX and Google announced they would develop a camera to capture 360-degree content for VR headsets. Additionally, IMAX has partnered with Starbreeze for the location-based VR initiative, with plans to “use Starbreeze’s VR headsets and initially, games, though it hopes to encourage filmmakers to use the camera it is making with Google to create entertainment content as well.”