IMMERSE YOURSELF. The Chippewa Valley's theater chain, Micon Cinemas, is always rolling out new flick lineups to keep things fresh. This year, the local cinemas brought a brand-new experience to town too: Verse Immersive.  (Submitted photo)

Since Micon Cinemas added the Oakwood Mall location (4800 Golf Rd., Eau Claire) to its collection of area theaters in 2022, Mike and Connie Olson – owners of the area theater business – have searched for creative ways to use the 12 total screens and space available in the mall.

This year, a former concession space transformed into Verse Immersive, an engrossing and imaginary visual experience for Chippewa Vallians.

As Dan Olson, the operations manager for Micon Cinemas, puts it, this transportive activity acts as a new form of entertainment for all ages. Attendees are invited to dive into an augmented reality landscape, where the world around them transforms into a themed storytelling experience.

“Our system uses transparent headsets to kind of interact with holographic stories,” Olson said. “(It’s) a little bit different than virtual reality – you can see the people next to you. Families can do it; individuals can do it; (couples at) date night can do it.”

"(VERSE IMMERSIVE) REALLY MAKES IT INTERESTING AND FUN FOR GROUPS TO LEARN AND EXPERIENCE THINGS THROUGH AUGMENTED REALITY-TYPE SPACES."

DAN OLSON

OPERATIONS MANAGER, MICON CINEMAS

Verse Immersive, a program created by Enklu – a spatial computing business – launched in 2019 as an avenue to pioneer attractions rooted in augmented reality. The company has now appeared in over 20 venues across the United States and globally, with its arrival to Eau Claire making it the only Verse location in Wisconsin.

“Engaging characters, interactive challenges and puzzles and epic scenes appear all around you — blending seamlessly with the real world,” the Verse Immersive Eau Claire webpage reads. “You’re not just watching a story; you’re part of it.”

Since its integration into the Micon Cinemas Oakwood theater, Verse Immersive Eau Claire has introduced a selection of themed, “signature verses,” which tailor to the seasons. 

Folks ages seven and up can partake in Verse Immersive, whether as a group or as a solo player. Sessions are offered in 30-, 60- and 75-minute durations. (Submitted photo)

During the spooky spirit of October, the “Trick R’ Treat” experience offered patrons the chance to venture through a world where twisted charms and haunting choices determined their survival during the playthrough. This holiday season, the “Deck The Holograms” experience has guests team up with Santa Claus to save Christmas in a snow-filled adventure at the North Pole.

Signature Verse experiences include fantasy-based stories like the fantastical “Everworld” and “The Unreal Garden”; educational and historical resources including “Star Walk” and dinosaur-filled “Primal Ranch” – among other rotating offerings.

Olson believes these educational-driven programs will serve as an invitation for a myriad of community groups – including K-12 students in the local school districts and seniors at assisted living residences – to engage in visual learning models. Ultimately, the Verse Immersive addition aims to support the theater through a contemporary approach.

“We have had schools come in and do the ‘Star Walk,’ and it takes them through planetary experiences,” Olson said. “(Verse Immersive) really makes it interesting and fun for groups to learn and experience things through augmented reality-type spaces.”

In the months Verse Immersive Eau Claire has taken flight, the Micon Cinemas team has been positively surprised by the feedback received from visitors in person and online, Olson said.

“(My) daughter and I did it today,” Amy Hahn, a Verse Immersive attendee shared with Micon Cinemas online earlier this fall. “It was an amazing experience; I cannot wait to go back and do another one.”

Olson believes Verse Immersive will quickly become a strong choice for various private events, including birthday parties and company conferences. He envisions all types of local groups continuing to return – enjoying the gamified stories together – and complete all the themed sequences over time.

To learn more about Verse Immersive’s Eau Claire location – through the Micon Cinemas in Oakwood Mall (4800 Golf Rd., Eau Claire) – and see dates and times to schedule your next visit, explore verseeauclaire.com. Open to those ages seven and up, tickets range from $22.99/person to $44.99/person depending on which package selected.