Lionsgate is partnering with Samsung Electronics America to create “Insurgent – Shatter Reality” as a four-minute virtual reality experience to promote the studio’s upcoming film “The Divergent Series: Insurgent.”
The visual work will features stars from the film including Kate Winslet, Miles Teller and Mekhi Phifer. The film opens in the U.S. on March 20.
“Insurgent – Shatter Reality” will be available starting Wednesday, first through Samsung Gear VR powered by the Galaxy Note 4 in New York, Chicago, Los Angeles, Austin and San Francisco, prior to going live across all platforms and app stores.
The experience will also be available on Samsung’s Milk VR service starting March 1. Fans outside the tour areas will be able to view the experience on Samsung Gear VR during March 7-8 at select Best Buy stores across the U.S.
Lionsgate said that consumers will be immersed in the role of “Divergent” members of society who have been captured by Jeanine Matthews (Winslet) and her Erudite faction and are subjected to a series of mental “simulations” in order to determine the full extent of their divergence — including experiencing two distinct “fearscapes” transporting them from the heights of a crumbling Chicago skyscraper to being faced by a fast-approaching locomotive.
Lionsgate CEO Jon Feltheimer had announced the virtual reality promotion for the film during the company’s Feb. 6 conference call with analysts.
“As part of the film’s rollout, our marketing campaign will also incorporate an immersive, state-of-the-art virtual reality experience,” he said during the call. “In addition to the excitement that it brings to the ‘Insurgent’ campaign, the VR experience underscores our focus on cutting-edge technologies that have the potential to reshape our marketing, expand the worlds of our franchises and add premium value to our content.”