Danish major Nordisk Film and Amsterdam-based virtual-reality (VR) specialist Samhoud Media will this week (17 June) open Denmark’s first pop-up VR cinema in Copenhagen’s Palads Teatret, in the city centre, offering 30- to 35-minute performances of “real horror, staggering action or documentary” to 25 visitors.

“We are constantly looking for both the best films and the best way to see them. Virtual-reality cinema is a glimpse of tomorrow's cinema experience, and we would like to share it with our audiences,” said Nordisk Film Cinemas’ sales and marketing director, Jacob Elkær-Hansen.

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Sitting in swivelling chairs, equipped with VR spectacles and earphones, the guests are exposed to a “unique, immersive visual experience”, where the angle on the situation and the moving image depend on where they look and how they move.

“This is probably the way we will watch movies in the future,” added Elkær-Hansen on the intense and interactive screenings, which provide 3D images, a 360-degree field of vision and very up-close-and-personal sound. The daily performances – tickets cost €13 – will be accessible until 26 June.

Nordisk Film Cinemas has organised the showcase with Samhoud, considered Europe's leading VR specialists in entertainment, besides having created the world's first virtual-reality cinemas. After several pop-up theatres, there are now permanent VR screens in Amsterdam and Berlin.