The world's first in-car virtual reality experience has arrived.
Automakers are looking for new ways to incorporate virtual reality technology into their cars. Jaguar Land Rover is using it to project images on the windshield, like a giant head-up display, while Ford has started using the technology to design future vehicles. Audi, on the other hand, created a virtual reality video game that could be played from the back seat of the car, using the car's motion as part of the experience.
Ford must have thought this idea was pretty neat because the American automaker has now teamed up with Holoride and Universal Pictures to create a virtual reality experience based on the Bride of Frankenstein. "We are partnering with Ford and Universal to bring Holoride's immersive, elastic content to the general public," said Nils Wollny, CEO and co-founder of Holoride. "Riders will be able to experience first-hand what the future of in-vehicle entertainment looks like through the lens of the compelling story of the Bride of Frankenstein."
On select dates from October 14 to November 9, attendees of Universal CityWalk Hollywood will have the chance to take a ride in a 2020 Ford Explorer equipped with Holoride's VR equipment. Riders will put on a VR headset and experience virtual monsters and obstacles along with immersive sound effects and visuals that adapt to the movement of the car. Holoride's system is able to read the navigational data, steering, acceleration, and braking to match the vehicle's movement. The result is a completely unique experience for each rider.
"The connected vehicle technology from Ford can help completely revolutionize what the in-car experience can be, moving us toward never-before-imagined productivity and entertainment in the vehicle," said Brett Wheatley, vice president of Mobility Marketing and Growth at Ford. "This collaboration allows us to showcase the promise of the connected vehicle and get essential customer feedback on what they want and don't want in terms of immersive in-car entertainment experiences."
"This partnership with Holoride and Ford highlights NBC Universal's ongoing commitment to collaborating with the most innovative technology companies and consumer brands to create unique and forward-thinking immersive experiences for our audiences. Building on Universal Pictures' vast experience in developing award-winning AR and VR content over the last few years, we are excited and inspired as 'everyday travel' begins to emerge as a new content platform," said Greg Reed, Vice President, Universal Pictures Technology Partnerships.
Guests can schedule a ride at holoride.com/bride. Rides will be available Monday through Wednesday during October 14-16, Oct. 21-23, and Oct. 28-30, and Monday through Saturday the week of November 4-Nov 9. All rides will take place between 12 pm and 8 pm Pacific Standard Time.