First of all, convenience. Not only need you to pay and buy equipment, but also find an application for watching VR movies, find these movies and adjust them to your device. It's quite feasible, but usually viewers don't want to do this. When you come to the cinema theatre though, you just need to put on the headset and start watching.
Second, it's the content. We license the movies that are not available for free access, and some of them will be available only on our platform.
Third, the social aspect of such viewing. Yes, each viewer sits separately with his own headset put on, but people are usually willing to share their experience after the screening, as VR is a new experience in watching a movie, it's interesting, it's worth discussing. Such heated discussions took place during the Moscow VR-festival after each screening.