Home What We Do Our Work Insight Join Us Contact Universal Pictures: World's First Public In-Car VR Experience A Media Revolution Is On Its Way Autonomous vehicles are the next entertainment frontier. Self-driving cars will turn us all into passengers and make the ‘moving living room’ a reality. This opens up a whole host of opportunities for consumers and creatives alike. REWIND was engaged by Universal Pictures to develop content for an in-car entertainment experience of the future, built on German tech startup, holoride’s, technology. Eyes Off The Road! holoride has defined an entirely new media category (“elastic content”) for passengers by connecting XR content with data points from a vehicle in real-time. These data points include GPS travel route and time, along with driving data from a car, such as steering, acceleration, and braking. holoride technology provides a new type of immersion into any kind of VR content, creating a breathtaking, immersive experience. holoride is open to any car manufacturer and content producer in the world, REWIND is one of the first selected agencies working with holoride’s Software Development Kit. Using the latest technology on Universal Pictures’ iconic IP, the studio was able to collaborate with REWIND, holoride and Ford Motor Company to create a pioneering, never-before-seen, in-car virtual reality experience. 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. 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, “elastic” 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’s movement. Working closely with Universal Monsters, REWIND collaborated with the studio on reimagining the iconic monster for a modern-day audience, while developing a unique and gripping narrative. 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’s first offering to the general public following its successful debut at CES. The feedback we 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. 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. We look forward to partnering again with holoride, Ford, and REWIND on pushing the boundaries of what consumers can expect to see from the next frontier of entertainment. — Greg Reed, VP, Technology Partnerships, Universal Pictures View our portfolio → REWIND, 20 High Street, St Albans, AL3 4EL +44 (0) 1727 261 007 info@rewind.co Join us Privacy Policy Brand kit By using this website, you agree to our use of cookies. We use cookies to provide you with a great experience and to help our website run effectively. For more information on how we protect your data, please refer to our Privacy Policy.