Universal Pictures: Bride of Frankenstein holoride
Overview
Brand
Universal Pictures
Technology
Virtual Reality
holoride SDK
Platform
Oculus/Meta Rift
Industry
Entertainment
Release Date
2019
Introduction
We were engaged by Universal Pictures to develop content for an in-car entertainment experience of the future, built on German tech startup, holoride鈥檚, technology.
The combination of cinematic VR, interactivity, and real-life motion from a moving vehicle has opened up a new world of possibilities for immersive entertainment on the move.
鈥 Greg Reed, VP, Technology Partnerships, Universal Pictures
The brief
The entertainment experience for most drivers is largely unchanged from when the first dashboard radio was installed in 1930. When a driver no longer needs to keep her eyes on the road and hands on the wheel, the in-car experience can be transformed. The actualization of a 鈥榤oving living room鈥 will change the way we consume entertainment on the go.
Universal Pictures wanted to give people a glimpse into the future, so we teamed up with holoride and Ford Motor Company to create a pioneering in-car virtual reality experience.
holoride technology takes virtual reality content and matches it with data points from the vehicle in real-time, creating an extremely immersive experience. These data points include GPS travel route and time, along with driving data from a car, such as steering, acceleration, and braking.
holoride鈥檚 technology introduces a new paradigm in storytelling鈥擡lastic Content鈥攈ighly adaptive narratives and worlds that always match the rider鈥檚 journey. 草莓视频在线 was one of the first selected agencies working with holoride鈥檚 Software Development Kit.
The solution
With the technology from holoride, set inside new 2020 Ford Explorer vehicles, riders were transported to the mysterious re-imagined world of The Bride of Frankenstein. Working closely with Universal Monsters, we reimagined the iconic monster for a modern-day audience, while developing a unique and gripping narrative.
Once inside the vehicle, riders buckled their seatbelts, put on their VR headset, and were joined by the Bride of Frankenstein on a special mission. Along the way, riders encountered interactive monsters and obstacles in a fully immersive, 鈥渆lastic鈥 VR experience, complete with sound effects and visuals that reacted and adapted to every twist and turn of the journey and every nuance of the car鈥檚 movement.
The impact
The complimentary experience was offered to the public for a limited time between 14th October and 9th November 2019 at Universal CityWalk Hollywood. This marked holoride鈥檚 first offering to the general public following its successful debut at CES.
The feedback received from over 3,000 riders was overwhelmingly positive, with many saying this was one of the most impressive VR experiences they have ever tried.
This collaboration allows us to showcase the promise of the connected vehicle and get essential customer feedback on what they want and don鈥檛 want in terms of immersive in-car entertainment experiences
Brett Wheatley, Vice President of Mobility Marketing & Growth, Ford
Discover similar projects from 草莓视频在线
Let鈥檚 build tomorrow, today.
Ready to unite the physical and digital in new ways? We鈥檙e here to turn your vision into a reality.