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Ford Media Center
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 beginning October 14 at Universal CityWalk Hollywood
Universal City, Calif. (October 10, 2019) — holoride, the company advancing the future of in-vehicle entertainment, today announced it is partnering with Ford Motor Company and Universal Pictures to create a complimentary in-car virtual reality experience that will be offered to guests for a limited time beginning October 14 through select dates until November 9. Powered by technology from holoride, and set inside new 2020 Ford Explorer vehicles, with advanced connectivity specific for this experience, riders are transported to the mysterious world of the Bride of Frankenstein through newly inspired content created by Universal Monsters in collaboration with immersive specialist, REWIND. This marks holoride’s first offering to the general public following their successful debut at CES this past January.
“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.”
Riders will step inside a 2020 Ford Explorer from the designated pickup location at Universal CityWalk during hours of operation. Once inside the vehicles, riders buckle their safety belts, put on their VR headset and are joined by a re-imagined, virtual Bride of Frankenstein on a journey to deliver an important message to Frankenstein. Along the way, riders will encounter virtual monsters and obstacles in a fully immersive, virtual reality experience complete with sound effects and visuals that adapt to movement of the car.
holoride uses navigational data like travel route and time along with driving data from the Ford Explorer, such as steering, accelerating and stopping to adapt the experience to match the movement of the vehicle. The result is in an in-vehicle entertainment experience unlike any other.
"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.”
Greg Reed, Vice President, Universal Pictures Technology Partnerships added: “This partnership with holoride and Ford highlights NBCUniversal’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.”
To participate in this complimentary experience, guests can visit holoride.com/bride to schedule Universal Monsters Presents Bride of Frankenstein holoride, or visit the designated pickup location at Universal CityWalk. The ride’s 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. PST.
Ford Motor Company (NYSE: F) is a global company based in Dearborn, Michigan, committed to helping build a better world, where every person is free to move and pursue their dreams. The company’s Ford+ plan for growth and value creation combines existing strengths, new capabilities and always-on relationships with customers to enrich experiences for customers and deepen their loyalty. Ford develops and delivers innovative, must-have Ford trucks, sport utility vehicles, commercial vans and cars and Lincoln luxury vehicles, along with connected services. The company does that through three customer-centered business segments: Ford Blue, engineering iconic gas-powered and hybrid vehicles; Ford Model e, inventing breakthrough EVs along with embedded software that defines exceptional digital experiences for all customers; and Ford Pro, helping commercial customers transform and expand their businesses with vehicles and services tailored to their needs. Additionally, Ford is pursuing mobility solutions through Ford Next, and provides financial services through Ford Motor Credit Company. Ford employs about 177,000 people worldwide. More information about the company and its products and services is available at corporate.ford.com.
German startup holoride creates an entirely new media category (“elastic content”) for passengers by connecting Extended Reality (XR) content with data points from the vehicle in real time. These data points include physical feedback, like acceleration and steering, traffic data, as well as travel route and time. holoride technology provides a new type of immersion into any kind of VR content, creating a breathtaking, immersive experience, and significantly reducing motion sickness. The tech startup was founded end of 2018 in Munich, Germany by Nils Wollny, Marcus Kuehne, Daniel Profendiner, and Audi Electronics Venture GmbH, who holds a minority interest in the startup. It was hailed “Best of CES” (Las Vegas, January 2019), and is part of the global innovation platform “STARTUP AUTOBAHN powered by Plug and Play.” For more information about holoride please visit www.holoride.com
Universal Filmed Entertainment Group (UFEG) produces, acquires, markets and distributes filmed entertainment worldwide in various media formats for theatrical, home entertainment, television and other distribution platforms. The global division includes Universal Pictures, Focus Features, Universal Pictures Home Entertainment, DreamWorks Animation Film and Television. UFEG is part of NBCUniversal, one of the world’s leading media and entertainment companies in the development, production and marketing of entertainment, news and information to a global audience. NBCUniversal owns and operates a valuable portfolio of news and entertainment networks, a premier motion picture company, significant television production operations, a leading television stations group, world-renowned theme parks and a suite of leading Internet-based businesses. NBCUniversal is a subsidiary of Comcast Corporation.