×
You will be redirected back to your article in seconds

VRC Brings ‘Jurassic World VR Expedition’ Ride to Over 100 Dave & Buster’s Locations

Virtual reality is coming to a mall near you: The Virtual Reality Company (VRC) is bringing a new “Jurassic World’-themed VR ride to over 100 Dave and Buster’s locations across the U.S. and Canada next week. The cooperation between the chain, VRC, Steven Spielberg’s Amblin Entertainment and Universal Studios is the biggest location-based VR deal involving a major movie studio property to date.

“Jurassic World VR Expedition,” as the VR ride is being called, combines motion chairs with HTC Vive VR headsets, allowing up to four players at a time to enter the world of the movie franchise together. Once in VR, they find themselves on a quest to rescue as many dinosaurs as they can within five minutes, all the while their vehicle speeds through the wild scenery of Isla Nublar, always close to being stomped on or otherwise getting stuck.

Players can see silhouettes of each other in the experience, and actually compete against each other on the number of dinosaurs they can capture with the help of a scanner.

Jurassic World VR Expedition
CREDIT: Courtesy of VRC

A promotional photo for the ride, showing the motion chair that will be available at Dave & Busters.

With an opening date of June 14, the experience is timed to come out just ahead of the premiere of “Jurassic World:” Fallen Kingdom.” However, it’s not simply meant as a promotional vehicle. “It’s part of the canon,” said VRC creative director James Lima. His team paid close attention to staying true to the storylines of the franchise, which includes incorporating key dinosaurs known to the audience from the previous “Jurassic World” blockbuster.

“The dinosaurs are characters,” said Lima. “Our dinosaurs are the dinosaurs in the movie.”

VRC signed a multi-year licensing deal with Universal Pictures to develop “Jurassic World VR Expedition,” which included unprecedented licensing fees for the medium. Previously, studios paid 7 figures to create VR experiences, said VRC CEO Guy Primus. “This will be the first time that a studio receives a 7-figure check for VR.”

VRC was co-founded by two-time Academy Award-winning filmmaker Robert Stromberg, who now serves as the company’s chief creative officer. The company previously produced “The Martian VR Experience” together with the Fox Innovation Lab, and more recently debuted the animated VR short “Raising a Rukus.”

Jurassic World VR Expedition

For “Jurassic World VR Expedition,” VRC originally envisioned a much longer run time, and aimed for home-based VR. But when it fine-tuned the experience for location-based entertainment, it decided to go short and avoid a steep learning curve to appeal to audiences with no previous VR exposure. “Simplicity is very, very important,” said Primus. “It is a popcorn ride. It is a popcorn movie,” added Lima.

Location-based VR has long been hailed as a growth opportunity for VR as the home headset market is still catching up to expectations. But while VR arcades have been huge in Asia, stateside, opportunities to experience VR in malls and movie theaters are still limited.

Bringing “Jurassic World VR Expedition” to more than 100 Dave & Buster’s locations has the potential to kickstart the genre, thanks in part to a commitment by the chain to spend $3 million on advertising the ride. “Everybody will have the opportunity to see this,” said Primus.

In the coming months, VRC plans to work on refining “Jurassic World VR Expedition” with additional iterations, and also bring it to other locations both in the U.S. and internationally. The ultimate plan is to turn “Jurassic World VR Expedition” into a ride with longevity, said Stromberg. “These types of experiences can last for years.”

More Digital

  • Vidcon Sarah Tortoreti

    VidCon Has a New Marketing Chief: Nickelodeon's Sarah Tortoreti

    VidCon tapped Sarah Tortoreti as VP of marketing to head up the digital-creator and video confab’s promotional strategies worldwide. Tortoreti joins VidCon from Viacom’s Nickelodeon, where she was director of marketing and brand strategy since April 2016. In early 2018 Viacom acquired VidCon, founded by veteran YouTube creators Hank Green and John Green. In the newly [...]

  • Julie Henderson - Snap

    Snap Taps 21st Century Fox's Julie Henderson as Communications Chief

    Fox PR veteran Julie Henderson has been named chief communications officer of Snap, parent company of social-messaging and media app Snapchat. Henderson, who is currently EVP and chief communications officer for 21st Century Fox, will report to Snap CEO Evan Spiegel. Henderson is set to start at Snap immediately after the completion of the sale [...]

  • THE UMBRELLA ACADEMY

    'The Umbrella Academy' Superheroes Series Premiere Date Set on Netflix

    The dysfunctional-family superheroes of “The Umbrella Academy” are landing on Netflix worldwide on Feb. 15, 2019. The live-action series is based on the “Umbrella Academy” comic books created and written by Gerard Way and illustrated by Gabriel Bá, published by Dark Horse Comics. The Netflix original series comprises 10 one-hour episodes. “The Umbrella Academy” stars [...]

  • ATF: Hooq Adds Trio of Original

    ATF: Hooq Adds Trio of Original Series, Partnership With Vice Media

    Asian video-on-demand service, Hooq has unveiled three Indonesian-made original series, and a partnership with online content group Vice. The new shows range from a talk show “TL;DR” that will be co-produced with Vice, to a full-length series, “Check Out The Store Next Door” (“Cek Toko Sebelah the Series”) and a short form series. The partnership [...]

  • ATF: Indian Streamer Eros Now Launches

    ATF: Indian Streamer Eros Now Launches 'Flesh' as Original Series

    Eros Now, the video streaming arm of Indian film production and distribution giant Eros International, has begun production of an original web TV series. Its human trafficking drama “Flesh” will air in early 2019. “Flesh” stars Swara Bhaskar (“Raanjhanaa,” “Veera Di Wedding”) as a belligerent female cop who takes matters into her own hands in [...]

  • Avengers End Game Trailer

    'Avengers: Endgame' Trailer Smashes 24-Hour Video Views Record

    With the Marvel fandom’s anticipation leading up to “Avengers: Endgame,” it’s no surprise that the trailer drop set a new record for most views in its first 24 hours. The “Avengers: Endgame” trailer was viewed 289 million times in its first 24 hours, after it was released around 5 a.m. PT Friday, according to Marvel [...]

More From Our Brands

Access exclusive content