Cinematic VR allows viewers to live entirely inside a film. They put on goggles and look at the universe around them — behind, above, anywhere they turn their gaze — and still see the world of the movie. Some in the entertainment industry view it as perhaps the greatest advance in entertainment since the addition of sound to movies nearly a century ago, involving the senses in ways they’re not involved when the real world is visible next to a screen.

But while investors in Hollywood and elsewhere have poured in hundreds of millions of dollars, drawing top talent and yielding a creative explosion, cinematic VR has produced little in the way of commercial success or popular acceptance.

“I think a lot of people want to be immersed,” Bruce Vaughn, Dreamscape’s CEO, said in an interview at the pop-up. “But the tech has to get out of the way.”