- Racked.com published an engaging review of IMAX's (IMAX +0.5%) new cycling studio project.
- The takeaway on IMAX Shift leans to the negative side with some work on the visual experience seen as still being needed. "You can’t just throw together a bunch of random visuals and expect people to get excited about it, " writes Ryan Sutton.
- Looking ahead, Sutton does see some upside with the possibilities of immersive visuals endless for the indoor cycling crowd.
- The article is relevant to investors waiting to snatch up shares of SoulCycle (SOULC) after the IPO launches.