Zero-Distance Theater Experience: 'Immersive Zero' Project Launched

Lawson United Cinemas, Inc. and STYLY, Inc. have launched the next-generation theater project, 'Immersive Zero.' This project is part of an initiative between Lawson Group and KDDI Corporation to create new customer experiences by merging physical contact points with digital technology. Lawson United Cinemas, which operates 41 theaters nationwide, is expanding its offerings beyond large formats like IMAX and 4DX to include 'Immersive Zero.' By integrating the latest XR technology, the project aims to transform theaters into hubs for immersion into artist and IP worlds. As a first step, with the cooperation of LDH JAPAN, the company will conduct a limited free preview event for 'BALLISTIK BOYZ from EXILE TRIBE' to validate the experience value and the theater operation model. The initiative combines the superior sound insulation and acoustic environments unique to cinemas with STYLY’s spatial expression technology and KDDI’s communication and XR capabilities. By utilizing VR devices at every seat, it provides an immersive experience that goes beyond conventional screen viewing, turning the entire theater into the content's world. Following a pilot at Minato Mirai last year, where 99% of attendees expressed interest in returning, the project aims to build the largest XR exhibition platform in Japan.