‘Shrek’ Books Shared-Reality Run At Cosm In Kickoff To Universal Partnership

Shared reality company Cosm will kick off a multi-film partnership with Universal by presenting a retooled version of Shrek 25 years after the film’s original release.

The venture-funded company, which recently received a $100 million investment from Sony Pictures Entertainment, recently opened a Detroit location to go with existing ones in Inglewood, CA; Dallas; and Atlanta. It will open a site in Cleveland next year and intends to continue expanding.

As with companies like Imax and Sphere, Cosm is benefiting from rising demand for immersive entertainment in the years since Covid. The company’s 87-foot, 12K domed screens are a particular draw for live sports fans given the premium resolution and onsite food and beverage offerings. Cosm uses a dynamic pricing model, meaning some sporting events can fetch single ticket prices of up to $200. Regular titles at non-peak times are far less expensive, with movies generally in the $35 to $50 range.

Films have established themselves as meaningful programming elements for Cosm, with both family titles and R-rated fare lend themselves to merchandise and food sales as a supplement to ticket revenue. Warner Bros in 2025 became the first studio to team with the company, working with tech providers to create a new version of The Matrix, with library titles including Harry Potter and the Sorcerer’s Stone soon following.

With Shrek, Universal Film, DreamWorks Animation, and visual effects studio Reel FX collaborated on a reimagining of the Oscar-winning franchise starter. It is the first animated film to play at Cosm, which was founded in 2020. Areas like Shrek’s Swamp, Duloc’s Arena, the Kingdom of Far Far Away, and Dragon’s Keep will be particularly splashy in the new edition, the companies said.

The traditional 16:9 aspect ratio will remain intact, with Cosm’s LED dome activated throughout to complement the action of the title character, Fiona, Donkey and the rest in the primary frame. Tickets will go on sale later this fall, with the premiere date to be announced in the coming weeks.

“Shrek is an iconic franchise that continues to find new ways to surprise and delight audiences,” said David O’Connor, Chief Brand Officer at Universal Entertainment. “With Cosm, we’re pushing the boundaries of how fans can experience this beloved story beyond the screen with an interactive trip into Shrek’s world. This partnership opens an exciting new frontier for our brands and for the future of entertainment.”

Alexis Scalice, VP, Head of Cosm Studios, said working in animation “allows us to amplify the humor and irreverent charm that makes its story and characters beloved across generations. We are so proud to bring Shrek to life in this incredible way, for audiences to experience 25 years after its initial debut, and this newfound partnership continues to reinforce our confidence in what is truly possible for immersive entertainment.”