Ford, Universal, and Holoride Launch In-Car VR Experience

Ford, Universal Pictures, and Holoride have created Bride of Frankenstein, which they say is the first immersive, in-car VR experience open to the public. Launching Monday in Hollywood, this is a good fit for anyone looking to take haunted houses to the next level this Halloween season.

How it works: Climb in a 2020 Ford Explorer, put on a VR headset, and start Universal Pictures's specially created "spooky ride." With Holoride's software, users will ride with a virtual "bride of Frankenstein" and use hand controllers to fight off monsters. Here's what it looks like:

Universal

Bride of Frankenstein is a test drive for each company:

• Ford is finding use cases for connected vehicle tech and exploring new in-car entertainment formats.
• Universal is experimenting with real-world settings for its VR content.
• Holoride wants to put its tech in mass-produced cars by 2021.

More: Here's my full story, featuring interviews with execs from the three companies.