Irish firm Imvizar brings AR to Hollywood at LA Tech Week

Imvizar, one of the world’s leading augmented reality firms, is set to make a splash next week at LA Tech Week (Oct 13–19) with the launch of four immersive AR experiences at the iconic TCL Chinese Theatre on Hollywood Boulevard.

The Chinese Theatre is an icon of cinema history, hosting legendary premieres from The Wizard of Oz (1939) to Star Wars: A New Hope (1977), and more recently, blockbuster debuts from Marvel, Disney and beyond.

Now, for the first time ever, visitors will be able to experience the theatre’s history and its future through groundbreaking AR storytelling.

Imvizar’s debut collection of immersive experiences, named Hollywood Star AR, will feature:

Walk the red carpet: Step into the shoes of a movie star at a Hollywood premiere.

Oscars legacy at the Dolby Theatre: Explore the rich history of the Academy Awards.

Dragon’s quest at the Chinese Theatre: Unlock a cinematic AR adventure game.

Reliving the legacy of Sid Grauman: Meet the visionary founder behind Hollywood’s most famous theatre.

The Hollywood Star AR experiences have been built using Lureo, Imvizar’s one-of-a-kind no-code augmented reality creation tool. Lureo allows any content creator, from global brands to individual creators, to design and share immersive augmented reality experiences without technical expertise.

Lureo will showcase how cutting-edge AR storytelling can be created and deployed quickly, without the need for complex coding or specialised teams.

In addition to unveiling these unique experiences, Imvizar CEO Michael Guerin will co-host a special LA Tech Week event at the Chinese Theatre, exploring how augmented reality and spatial storytelling will redefine the future of Hollywood and global entertainment.

“Hollywood has always been where technology and storytelling collide, from sound and color to CGI and streaming. The Chinese Theatre is more than just a landmark – it’s a stage where history has been written,” said Imvizar CEO Michael Guerin. “Augmented reality is the next leap for Hollywood – turning audiences from spectators into participants in the story.”

“Lureo bridges the gap between advanced AR technology and everyday usability. The fact that visitors can walk the red carpet or explore Oscars history through experiences created with Lureo shows just how powerful and accessible this platform is. It’s the future of digital storytelling.”

“Cinema changed how we see the world. Television changed how we bring stories into our homes. Streaming changed how we access those stories. AR will change how we live inside them. With AR, audiences don’t just watch history – they become part of it. That’s the leap we’re showcasing at LA Tech Week.”

While Imvizar is turning heads in Hollywood, the company is already shaping the future of how some of the world’s biggest businesses engage with their employees. Imvizar powers employee engagement and onboarding for giants like Salesforce and Bupa. In fact, every new Salesforce hire across the US is likely to have experienced an Imvizar designed AR onboarding journey.

With a proven track record in enterprise and now a bold step into Hollywood’s cultural stage, Imvizar is fast becoming a world leader in immersive storytelling.

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