Dearborn’s Ford Motor Co., Holoride, Universal Pictures Create In-car Virtual Reality Experience

Dearborn’s Ford Motor Co. is collaborating with holoride, a German startup focusing on in-vehicle technology, and Universal Pictures in California to create an in-car virtual reality experience. It will take place in 2020 Ford Explorers outfitted with specialized connectivity options.
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people participating in in-vehicle virtual reality experience
Ford, holoride, and Universal Pictures are offering a free in-vehicle virtual reality experience. // Photo courtesy of Ford Motor Co.

Dearborn’s Ford Motor Co. is collaborating with holoride, a German startup focusing on in-vehicle technology, and Universal Pictures in California to create an in-car virtual reality experience. It will take place in 2020 Ford Explorers outfitted with specialized connectivity options.

“We are partnering with Ford and Universal to bring holoride’s immersive, elastic content to the general public,” says 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.’”

Riders will experience the world of the “Bride of Frankenstein,” which was created by Universal Monsters and immersive specialist Rewind. To begin, riders will buckle their seat belts, put on virtual reality headsets, then enter the virtual world.

The goal of the experience is for riders to deliver an important message to Frankenstein with the help of a re-imagined bride of Frankenstein. Along with an immersive experience, which includes sound effects and visuals that modify with the car’s movement, riders will interact with virtual monsters and dodge obstacles.

Greg Reed, vice president of Universal Pictures Technology Partnerships says this collaboration with Ford and holoride is part of NBCUniversal’s ongoing commitment to create innovative experiences for its audience.

“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,” says Reed.

Holoride’s technology will be set inside the 2020 Ford Explorer vehicle, which will be stationed at Universal CityWalk in California. Holoride’s navigational data will adjust to the riders’ travel route and time. The technology uses the cars’ movements, including steering, accelerating, and stopping, to adapt to the experience.

“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,” says 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.”

The experience will be offered for a limited time, on select dates, from Oct. 14-Nov. 9. The hours of operation are Monday through Wednesday during Oct. 14-16, Oct. 21-23, and Oct. 28-30, and Monday through Saturday the week of Nov. 4-Nov 9. All rides will take place between 12 p.m. and 8 p.m. Pacific time.

To participate in the free experience, Universal Monsters Presents Bride of Frankenstein holoride, guests can schedule here or visit the designated pickup location at Universal CityWalk.

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