A guest plays a virtual reality game based on Lionsgate’s “John Wick” at Imax VR Experience Centre in Los Angeles A guest plays a virtual reality game based on Lionsgate’s “John Wick” at the Imax VR Experience Centre in Los Angeles A guest plays a virtual reality game based on Lionsgate’s “John Wick” at the Imax VR Experience Centre in Los Angeles Richard Gelfond, chief executive of big-screen company Imax Corp., unveiled his new virtual reality center Tuesday with a bullish plan to turn the nascent VR industry into a mainstream art form, the way that movies and traditional video games are today. It won’t be easy.