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Ford And Universal Pictures Have Partnered With Holoride To Bring Virtual Reality To Vehicles

Ford and Universal Pictures are teaming up with tech startup Holoride to bring virtual reality to a fleet of Explorers in Los Angeles.

Entertainment technology startup, holoride teams up with Ford and Universal Pictures to create ???Universal Monsters Presents Bride of Frankenstein holoride??? ??? a highly immersive VR experience available complimentary to the public at Universal CityWalk Hollywood

Holoride combines virtual reality with real-life driving to provide an experience unlike any other.

It wasn’t too long ago that we thought virtual reality would replace televisions and video games with headsets and immersive, true-to-life experiences that would make everything else pale in comparison. Unfortunately, that hasn’t quite come to pass; virtual reality remains a niche entertainment option for those who can afford it both in terms of technological expense and in terms of having enough space in your living room so you can flail around without breaking anything.

There’s another problem with virtual reality, and that’s motion sickness. Basically, if the eyes see movement without the inner ear sensing movement, then some people (a lot of them, actually) can start to feel queasy and even get sick.

Entertainment technology startup, holoride teams up with Ford and Universal Pictures to create ???Universal Monsters Presents Bride of Frankenstein holoride??? ??? a highly immersive VR experience available complimentary to the public at Universal CityWalk Hollywood
via Ford

Solutions range from playing VR games on a massive, omnidirectional treadmill to playing suspended from ropes and pulleys. Holoride has a somewhat more novel and practical solution: using the motion of a car to provide the backdrop for their virtual reality experience.

The idea is simple: guests get in a car, strap on their VR headsets, and then the driver sets off. Navigational data, time, and data from the vehicle’s own motion (such as turning, stopping, and accelerating) then influence what happens in the virtual world so that what the passenger feels is translated to the virtual experience.

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Holoride is partnering with Universal Motion Pictures and Ford to bring a prototype of their technology to anyone who’d like to experience it. It’s based on the Bride of Frankenstein film, with the passengers being tasked with sending an important message to Frankenstein. Along the way, they’ll encounter monsters and obstacles that have to be defeated, all while sitting in the back row of a Ford Explorer SUV.

Entertainment technology startup, holoride teams up with Ford and Universal Pictures to create ???Universal Monsters Presents Bride of Frankenstein holoride??? ??? a highly immersive VR experience available complimentary to the public at Universal CityWalk Hollywood
via Ford

“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.”

Head to Holoride’s website to sign up (a ride is free, but a reservation is necessary) and then head to Universal’s CityWalk pickup location in Los Angeles. Holoride’s Bride of Frankenstein will run from now to November 9th.

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