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Holoride drives VR at Universal Pictures

Connects VR content with physical data points from vehicles in real time

German in-car VR startup Holoride has teamed up with Ford and Universal Pictures to launch an immersive ride, inspired by 1935 film Bride of Frankenstein, at Universal CityWalk Hollywood, taking place in the back seat of 2020 Ford Explorers.

“VR is typically location-based experiences or home experiences,” said Universal Pictures VP of technology partnerships, Greg Reed. “This is the first opportunity we’ve had to take the content that we’ve been building and put it in a place where consumers are.”

Holoride creates XR experiences by connecting VR content with physical data points from vehicles, including acceleration, steering, traffic data and travel routes, in real time.

“What we create is basically a revolution in car entertainment because it adapts to travel time, to route,” said Holoride CEO Nils Wollny, adding that he hopes to have the software installed in vehicles by 2021.