LEXRA Podcast

LEXRA

Bob Cooney talks with the people building location-based XR: the operators running venues, the developers making the content, and the investors funding both. What's making money, what isn't, and why. From LEXRA. Episodes drop when there's something to say.

  1. 3d ago

    Immersive Cinema Deep Dive: Cosm, The Sphere, and 5,000 Empty Movie Theaters - with Lance Loesberg and Jeremy Dalton

    Immersive Cinema Deep Dive: Cosm, The Sphere, and 5,000 Empty Movie Theaters — with Lance Loesberg and Jeremy Dalton Bob sits down with two people who have been building immersive entertainment since the earliest days: Lance Loesberg, who ran Virtuality's North American business in the 1990s and went on to pioneer 360° video production at BigLook360, and Jeremy Dalton, who built and led PwC's first dedicated immersive technology team before launching XRHQ. The three dig into the new wave of immersive cinema — Cosm's half-dome reimagining of The Matrix, The Sphere's AI-expanded Wizard of Oz, and ABBA Voyage's $175 million virtual concert — and ask the hard business questions: what did the content cost, who is actually making money, and can any of it scale? Then Bob connects the dots to a stat that should have every cinema owner's attention: roughly 40% of opening-weekend box office for tentpole films now comes from about 2% of screens — the IMAX ones — while thousands of underused auditoriums sit idle. With free-roam VR experiences like Horizons of Khufu generating nearly $30 million in ticket sales on less than $100K of deployable hardware, the empty movie theater might be immersive entertainment's biggest real-estate opportunity. Chapters: 00:00 Intro: two guests, 30 years of immersive history00:32 Lance's journey: Virtuality pods, laser tag arcades, and the GM 360° VR test drive04:49 Jeremy's journey: building PwC's immersive team, deploying headsets in 50+ countries, launching XRHQ07:51 Why now: gaming's shakeout and the shift to premium immersive formats08:47 Cosm explained: "a planetarium on steroids" — and how The Matrix was adapted14:07 Ticket pricing, F&B, and whether an $80M venue pencils17:30 ABBA Voyage: $175M in content costs and what it proved20:31 The Sphere: "the most immersive experience outside a headset," Postcard from Earth, and the Wizard of Oz AI controversy23:05 IMAX vs. the death spiral: 40% of opening box office on 2% of screens26:06 Studios vs. cinema owners: the broken distribution window31:57 Shooting for VR: Doug Liman's Asteroid and why headset filmmaking is its own craft34:27 Horizons of Khufu economics: ~$30M in tickets on under $100K of CapEx — and why free-roam VR fits inside a theater38:20 Are headsets scalable? Adoption, Gen Alpha, and the niche-vs-mainstream question43:50 Closing question: the one classic movie each would turn into a free-roam VR experience47:18 Bonus: is location-based VR actually making money? Sandbox economics, Zero Latency, Eclipso Guests: Lance Loesberg — BigLook360, VR content studio and 360° video pioneer: https://www.biglook360.com/Jeremy Dalton — founder, XRHQ; former head of PwC's immersive technologies team: https://xrhq.com/Bob's Sandbox economics deep dive: https://bobcooney.com/sandbox-vr-franchise-economics/

  2. Jul 1

    Blaise Witnish on Funlab's VR Utilization Playbook: Peak the Peaks, Pack the Gaps

    Every empty VR slot is a plane leaving the gate with a seat unsold. That mindset built Funlab into 50 venues across Australia and New Zealand. Blaise Witnish, the company's Chief Growth and Innovation Officer and acting US CEO, is now moving to Los Angeles to bring the playbook to America. Bob Cooney sits down with Blaise for a straight operator masterclass. Funlab runs eight brands, over 3,000 staff, and three Zero Latency free-roam sites, all on one principle: VR is a utilization game. She lays out the airline model for pricing, the "peak the peaks and pack the gaps" mantra, and why a five-minute free taster converts at 95 percent. Then the practical stuff. Her "service is selling" philosophy and how she runs it across 3,000 staff. Why she hires people who love to serve and bring real energy. How STEM school groups turn into weekly baseline revenue. And why a simple viewing window into the VR arena doubles your cross-sell. If you run a venue, one location or fifty, this is for you. Watch the recording → https://thevrcollective.com/peak-the-peaks-pack-the-gaps-funlabs-vr-utilization-playbook/ The VR Collective → https://thevrcollective.com/LEXRA → https://www.lexra.org/home Chapters 0:00 — Intro: where in the world is Bob, and Blaise's move to LA2:13 — How Funlab found Zero Latency4:15 — Reading trade areas with Placer.ai7:19 — Why Funlab chose Zero Latency9:06 — Eight brands and the precinct model10:42 — Three Zero Latency sites, distinct catchments11:32 — Cross-sell and the viewing window13:05 — Tasters: five minutes free, 95% conversion15:32 — Training 3,000 staff on the utilization game17:40 — Bring VR to the front: warpaint and curiosity20:28 — Service is selling22:13 — Hiring people who love to serve26:01 — Zero Latency vs laser tag29:45 — How mainstream VR really is31:10 — Pricing: premium peak, accessible off-peak33:45 — Filling gaps with geo-targeted ads34:50 — STEM school groups as weekly baseline revenue37:16 — How VR changed the attraction mix38:52 — Coming to America: Hijinx Hotel and brand strategy41:20 — Inside Hijinx Hotel42:44 — The VR content the industry needs next44:45 — Who drives LBE spending now46:01 — Peak the peaks, pack the gaps

  3. 10/16/2025

    Inside VR: What IMAX’s Failure Taught Us About the Future of Immersive Storytelling

    Podcast Intro In 2017, IMAX tried to bring virtual reality to theaters, and failed. But the story didn’t end there. In this episode, Bob Cooney explores what went wrong with IMAX VR, why its brand extension never made sense, and how a new generation of large-scale, story-driven VR experiences is succeeding where IMAX stumbled. From Horizon of Khufu and Titanic to the upcoming Black Mirror immersive experience, Bob connects the dots between IMAX’s documentary roots and today’s free-roam VR storytelling boom. He also breaks down the numbers, the business models, and the opportunity for movie theaters sitting on underperforming auditoriums to transform them into profitable immersive venues. Show Notes (for podcast platforms) Topics Covered: How IMAX VR began and why it failed to align with IMAX’s core storytelling brand. The historical evolution of IMAX: from museum documentaries to blockbuster format. Why early VR gaming arcades couldn’t make money (low throughput, high labor, poor fit). The rise of “large-scale free-roam storytelling VR” , and why it works. Case studies: Horizon of Khufu (Excurio) - the $25M immersive expedition that proved the model. Univrse + Banijay’s upcoming Black Mirror VR - mainstream storytelling in LBE. Wevr, Small Creative, and others bridging art, education, and entertainment. How 2,500 sq ft theaters can host 50+ guests profitably. The movie theater opportunity: converting 5,000 underperforming auditoriums into VR experiences. Real-world examples: Sphere’s $15M pre-sales for Wizard of Oz. Cosm’s immersive screenings of The Matrix and Willy Wonka. IMAX generating 20% of opening-weekend box office on just 1% of global screens. Why collaboration among VR studios is essential, and how LEXRA aims to unite them. Key Takeaway:The future of immersive entertainment lies between cinema and gaming. Story-driven, free-roam VR - what Bob calls “walk-through theaters” - can do for this decade what IMAX did for the 2000s: redefine how audiences experience stories. Connect & Continue the Conversation: Join the discussion at ⁠LEXRA⁠ Check out the latest in LBE VR/XR at ⁠the VR Collective⁠Get news about the newest innovations and products straight to your inbox via the ⁠INSIDE VR newsletter⁠

  4. 10/10/2025

    Gen Alpha and the Theatrical Experience Shift: What the Next Generation Teaches Us About Connection, Immersion, and the Future of VR

    In this episode, Bob Cooney dives into NRG’s latest report, Gen Alpha Saves the Box Office, and what it reveals about the future of entertainment. Gen Alpha - the generation shaped by the pandemic - is craving real connection, immersive group experiences, and shared cultural events. Bob breaks down 13 key insights from the study and connects them to opportunities for VR operators, immersive creators, and theater owners. From fandom-driven events to cross-generational storytelling and the rise of walk-through theaters, this episode explores how we can meet Gen Alpha’s demand for experiences that are interactive, immersive, and social. Show Notes Topics Covered: Why Gen Alpha craves connection after growing up isolated during the pandemic. The “third place” concept. How games and social VR worlds like Gorilla Tag have become Gen Alpha’s hangouts. The comeback of in-person group activities and local social experiences. How the new generation’s preferred movie length challenges the myth of short attention spans. Why shared, two-hour experiences feel worth the friction of getting out of the house. The power of fandom and opening weekends. Why young audiences crave cultural events, not just movies. The opportunity for VR arcades to create their own launch moments for new titles. Multi-sensory engagement—sound, scent, and motion as tools for emotional impact. “Cross-Gen Connectors”: content that bridges generations, like Mario Bros., Spider-Man, and the upcoming Terminator VR game from Hero Zone. How 54% of Gen Alpha want VR or 3D experiences in theaters, and 41% want hybrid game-movie experiences. The rise of walk-through theaters—VR experiences that blend storytelling and light interactivity. The big takeaway: the future of entertainment is interactive, immersive, and social—and it’s up to operators to turn VR into culturally relevant shared events. Referenced Report:👉 Gen Alpha Saves the Box Office Connect & Continue the Conversation: Join the discussion at LEXRA Check out the latest in LBE VR/XR at the VR CollectiveGet news about the newest innovations and products straight to your inbox via the INSIDE VR newsletter

  5. 10/01/2025

    Organizing for Change: Marketing, Esports, and Building a Community of Practice in XR - Panel Recording from 2025 VR Summit

    Summary: In this special session, Bob Cooney gathers operators, marketers, and innovators to reflect on the challenges facing the location-based VR and immersive entertainment industry, and how to solve them together. Drawing on the Two Loops Model of Change, Bob frames the conversation around moving from the old system of traditional attractions to a new system powered by XR. The panel explores marketing best practices, building community through esports, revenue per square foot benchmarks, and how user-generated content can drive growth. You’ll hear how operators are experimenting with local leagues, how marketers think about differentiation and brand, why reviews and authenticity matter more than polished ads, and why industry-wide standards are essential to scaling. Social media strategist Jacob closes the session with a case study showing how a single authentic video generated 25 million views and half a million shares for Zero Latency. What You’ll Learn in This Episode: Why the immersive entertainment industry is at a tipping point, and how communities of practice can accelerate adoption. Insights from operators on integrating esports into VR venues and the challenges of standardization. Marketing takeaways: the importance of brand differentiation, user-generated content, and online reviews. Why tracking revenue per square foot is critical for operators, and how few do it today. The role of schools and local communities in building sustainable esports programs. A behind-the-scenes breakdown of a viral Zero Latency video that generated 500,000 shares and 30,000+ new followers. How authenticity in content creation beats polished campaigns, and why younger creators often outperform agencies. Featured Guests: Jacob Giacobbi – Founder, CrowdSpecs, social media strategist for LBE. Katie Burke – Creative Director & GM, Pelagius VR. Salem Thyne – Operator, E-Sports Virtual Arenas. Andre Lawless – Founder, Lawless Marketing. Bob Cooney – Host, facilitator, and XR strategist. Links & Resources: Find products and news about LBE XR: ⁠https://thevrcollective.com/⁠Join LEXRA & the VR Collective community: ⁠https://www.lexra.org/ ⁠mReplay Magazine: https://www.replaymag.com Follow Bob’s blog: www.bobcooney.com/blog

  6. 09/25/2025

    The Downloadable Theme Park: Building the Future of Immersive Entertainment - Panel Recording from 2025 VR Summit

    Summary:Bob Cooney brings together pioneers of immersive technology to explore the concept of the downloadable theme park, an evolution in location-based VR where experiences can be changed at the push of a button. This conversation dives into the opportunities, challenges, and transformational potential of VR and mixed reality in entertainment and beyond. From wingsuit flight simulators to massive free-roam facilities, the panelists share how scalable virtual attractions could replace costly physical infrastructure, unlocking new business models for operators worldwide. They also tackle the role of standards, distribution bottlenecks, and how shared experiences in VR can create deeper human connection and even personal transformation. What You’ll Learn in This Episode: Why the future of attractions may be software-driven, not hardware-locked. James Jensen’s story of Jump, a VR wingsuit flight experience that blends fear, presence, and transformation. How Brent Bushnell’s “DreamPark” project brings mixed reality into real-world spaces, turning city parks into giant game arenas. Salem Thyne’s vision for converting massive esports facilities into scalable VR entertainment hubs. The business case: throughput, revenue per square foot, and why VR can deliver 5x the experience at a fraction of the cost. How the shift from atoms to bits could redefine theme parks, escape rooms, and family entertainment centers. Why standards in operations, distribution, and content delivery are critical to scaling this new ecosystem. How VR’s transformational power goes beyond fun—to education, training, therapy, and even real estate. Featured Guests: James Jensen – Co-founder of The Void and creator of Jump by Limitless Flight. Brent Bushnell – Co-founder of Two Bit Circus and innovator behind Dream Park mixed reality. Salem Thyne – Pioneered the U.S. launch of EVA (Esports Virtual Arenas), exploring large-scale free-roam VR operations.Bob Cooney – Host, industry strategist, and XR thought leader.Links & Resources: Find products and news about LBE XR: https://thevrcollective.com/Join LEXRA & the VR Collective community: https://www.lexra.org/ Learn more about Jump: https://limitlessflight.com Explore Two Bit Circus: https://twobitcircus.com Follow Bob Cooney’s blog: www.bobcooney.com/blog

  7. 09/16/2025

    The Downloadable Theme Park: with Brent Bushnell - Recording from 2025 VR Summit

    Show Notes:In this closing keynote from the 2025 VR Arcade and Attractions Summit, Brent Bushnell shares 20 years of building public entertainment with candor and optimism. This talk guides us through a tour through prototypes, venues, shutdowns, pivots, and the birth of DreamPark. What’s inside: From early interactive art and story rooms to Two Bit Circus, and why permanent venues beat temporary installs. How a split between nonprofit and for-profit unlocked school programs, STEAM curricula, and upcycled makerspaces. Lessons from failed experiments, including 360 video, phones as controllers, and complex robot bartenders. Covid realities, landlord dynamics, a SPAC that collapsed, and why great investors matter. DreamPark mixed reality in city parks, guests navigating real spaces safely, and a practical kit for operators. Pricing tests, revenue models, and the case for hour-long experiences that justify a trip across town. Brent closes with a simple theme: keep building, learn fast, and get up one more time than you fall.

  8. 08/28/2025

    The Power of Brand and Marketing in VR – The Reality Escape Success Story

    In this episode of Inside VR: Real Operators. Real Money. Virtual Reality, Bob Cooney is joined by Fabian Springer and Emanuel Ulbing from The Reality Escape, a fast-growing VR escape room network and marketing agency. They share how they turned their passion for escape rooms into a thriving multi-location business built on exceptional customer experience, a strong brand identity, and smart, data-driven marketing. From using fresh popcorn to evoke nostalgia, to creating detailed customer personas and executing AB-tested ad campaigns, Fabian and Emanuel reveal the strategies that drive their five-star reviews, high repeat business, and rapid expansion. This episode is packed with actionable insights for VR operators, escape room owners, and anyone looking to scale an experience-based business. Time Stamps 0:00 – Introduction and origin story of The Reality Escape 0:41 – Early passion for escape rooms and the leap into VR 1:09 – First experiences with VR and discovering VR CAVE 2:18 – Advantages of VR escape rooms over physical builds 3:21 – Overcoming customer hesitation to try VR 4:04 – Replay value and unique experiences in VR 5:03 – The biggest challenge: getting customers in the first time 5:19 – Business growth path: exponential expansion 6:03 – The role of five-star Google reviews in attracting new players 6:52 – VIP-level customer care and creating memorable moments 8:10 – Scaling passion and customer experience through franchising 8:30 – First impressions: posters, popcorn, and game recommendations 9:57 – Creating emotional connections through game themes 11:14 – Extending playtime and adding surprise bonuses 12:00 – The intentional role of popcorn in brand experience 13:00 – Mapping the customer journey and understanding personas 15:50 – Two key customer personas: tourists and locals 17:20 – Tailoring marketing messages to each audience 18:11 – Google Ads and AB testing to refine campaigns 18:53 – Centralizing marketing across locations 19:36 – Advice for single-location operators starting with marketing 20:48 – Go-to tools for ad testing and tracking results 21:59 – Measuring success at each funnel stage 25:27 – Balancing marketing with business operations 26:23 – Applying the 80/20 rule to focus marketing efforts 27:39 – Percentage of sales from paid digital vs other channels 28:33 – Why Instagram beats TikTok for their audience 29:30 – SEO strategy: when and how to invest in it 33:28 – Building a brand beyond logo and name 34:52 – Using cultural references to connect with customers 36:02 – Designing experiences to evoke emotion at every touchpoint 37:27 – Launching a marketing agency to help other escape rooms 39:09 – How much to spend on marketing: 10–25% of revenue 40:47 – Considering lifetime customer value in ad spend 42:10 – Differentiating spend on locals vs tourists 44:58 – Scaling ad budgets and benchmarking ROAS 46:08 – Franchising and expanding services internationally 47:23 – Where to learn more and connect with Fabian & Emanuel 48:15 – Final thoughts and closing

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Bob Cooney talks with the people building location-based XR: the operators running venues, the developers making the content, and the investors funding both. What's making money, what isn't, and why. From LEXRA. Episodes drop when there's something to say.

Information

  • Creator
    LEXRA
  • Years Active
    2025 - 2026
  • Episodes
    20
  • Rating
    Explicit
  • Copyright
    © LEXRA
  • Show Website
    LEXRA Podcast