Intu pilots virtual reality experience with Emoji characters

Taking place throughout August at Intu’s centres in Merry Hill, Lakeside and Braehead, the pilot enables customers to interact with characters from The Emoji Movie.

Intu is tracking data to measure the success of the pilot before deciding whether to roll out more experiences to its 14 shopping centres. The pilot will measure shoppers’ propensity to pay for VR leisure experiences and the popularity of movie-related VR content.

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Intu ran its first complimentary virtual reality leisure pilot at Intu Victoria Centre in Nottingham last December. Customers were invited to…