Visitors to this newly-opened movie theater in Amsterdam don't have to worry about snagging a good seat to see the show. That's because all the on-screen action takes place in a personal, virtual reality headset strapped to their heads, Mashable reports.

Last week, Samhoud Media opened the world's first permanent VR movie cinema in the capital city. Instead of stadium-style seats facing one large projection screen, theatergoers sit in rotating chairs and are given individual Samsung VR headsets and pairs of Sennheiser HD 201 headphones. Visitors looking to see immersive versions of mainstream blockbusters should expect to be disappointed: instead of conventional films, a $14 ticket buys a guest a VR movie package that lasts about 35 minutes in total.

The cinema is just one example of the growing prominence of virtual reality in mainstream entertainment. Samhoud Media tested pop-up theaters throughout Europe last year, and a British amusement park recently announced they'd be debuting a VR roller coaster later this year. For consumers looking to enjoy virtual reality from the comfort of their own homes, the highly anticipated Oculus Rift is set to hit the shelves at the end of the month. For moviegoers who won't be able make it to Amsterdam anytime soon, VR cinemas are expected to launch in London, Paris, Berlin, and Madrid in the near future.

[h/t Mashable]