The new VR experience is set to debut in Los Angeles later this year.

The theatre company, famed for its massive projection systems and IMAX cameras recently announced that it intends to launch several IMAX virtual reality entertainment locations around the world later this year, starting with its first in Los Angeles, reported the Wall Street Journal.

IMAX has partnered with Google and Starbreeze AB to bring its mainstream VR plans to life.

To launch its virtual reality entertainment in locations like malls and multiplexes across the United States and in other parts of the world like China, the company has formed new partnerships in the tech community and intends to use its connections with movie theatres and movie industry talent.

IMAX has partnered with Google and announced late last week that it has plans to collaborate with Google on a camera that will capture 360 degree images designed to be experienced in virtual reality via VR headsets. It is anticipated that this camera will be ready for commercial use in approximately 18 months.

In addition to Google, IMAX has partnered with Starbreeze AB, a Swedish technology developer, and will use its VR headsets to provide the immersive experience. To start, the IMAX VR experience will involve games, but the company hopes that it will be able to motivate filmmakers to the use the camera it is developing with Google to create other entertainment content, too.

The IMAX virtual reality experience is part of a much bigger strategy to expand the brand beyond movies.

According to Richard Gelfond, IMAX Chief Executive, the company’s move into the VR industry is part of its much larger strategy to evolve the company beyond the movie industry.

Gelfond said that “Virtual reality in the home is going to be a crowded space, but we thought the idea of doing VR in the multiplex of the future was a place where we can provide a superior experience and a social experience, which are the same reasons people go to movies.”

That being said, while IMAX virtual reality could be an actual reality soon don’t expect this VR experience to come cheap. While none of the official details have been hammered out, Gelfond said that he is particularly interested in developing VR content that is linked to film franchises because this would naturally appeal to move goers. The cost: he imagines 10 minute VR experiences costing between $7 and $10.

New Fitbit band could function as a mobile wallet.

Major developers of simple yet popular fitness trackers are constantly looking for new ways to make their products stand out from the competition. Last week, one of these top developers, Fitbit Inc., revealed that it has purchased wearable payment technology assets from Coin, a Silicon Valley startup that manufactures devices which use near-field communication (NFC) technology, reported Reuters.

Fitbit is not the first maker of wearables to offer a mobile payment option via its device.

Although Fitbit is the leader of the wearable devices market, it isn’t the first developer of this tech to implement a mobile payment solution into its product. Jawbone, its main competitor, has already partnered with American Express Co, enabling Jawbone users to pay via its premium fitness band UP4.

The new deal that Fitbit has made with Coin will help it to remain on top of its game and enter the NFC technology market. This is an important move for the company because NFC continues to gain in popularity with retailers and users. Currently, NFC has been prominently featured in Apple Watch and other mobile devices as well as in well-known payment services including Apple Pay, Google Wallet and Samsung Pay.

Fitbit’s wearable payment technology plan is being reserved for future devices.

While Fitbit has announced the acquisition of Coin’s assets, the dominating wearables maker does not have any plans to incorporate the NFC tech into any of its products this year. However, the acquisition does give the company the advantage of developing an impressive NFC payments solution that is likely to be implemented into its future devices.

James Park, CEO and co-founder of Fitbit, said in a statement that the company is “focused on making wearable devices that motivate people to reach their health and fitness goals, and that also make their lives easier with the smart features they need most,” adding that “Coin has been one of the key innovators in advanced payment solutions.”

Park said that adding the wearable payment technology into their products will further Fitbit’s strategy of making its products “an indispensible part of people’s lives.”