×
You will be redirected back to your article in seconds

CES 2019: Audi Demos In-Car VR Experience With Marvel ‘Avengers’ Game

Is the next frontier for virtual reality on the roadways?

At CES 2019, German automaker Audi is showing off a new in-car VR system, designed to let backseat passengers watch movies, play video games and experience interactive content using a virtual-reality headset. The interesting wrinkle: the VR content can respond to the movements of a vehicle in real time.

Audi is demonstrating the system in Las Vegas this week with “Marvel’s Avengers: Rocket’s Rescue Run,” a prototype VR game developed by Disney Games and Interactive Experiences, using an Oculus Rift VR headset outfitted in its Audio e-tron electric vehicles.

In “Marvel’s Avengers: Rocket’s Rescue Run,” passenger players are flying through an asteroid field together with Rocket — and the Audio e-tron becomes the virtual embodiment of the Guardians of the Galaxy ship. For example, if the driver takes a right turn, the ship in the VR game also veers to the right around an opposing spaceship. If the Audi e-tron accelerates, the ship in the experience does the same.

“While this CES demo was developed purely in the spirit of exploration and experimentation, we are constantly evaluating emerging technologies to enhance our stories and experiences,” Mike Goslin, VP of Disney Games and Interactive Experiences, said in a statement.

Popular on Variety

The companies noted that they’re longtime partners: Audi, whose parent company is Volkswagen, and Marvel Studios first teamed up with the appearance of the Audi R8 in 2008’s “Iron Man.”

To launch the VR system commercially, Audi Electronics Venture co-founded a startup company, Holoride, which plans to license the virtual-reality entertainment platform — designed to use standard VR glasses for backseat passengers — to other carmakers and content developers within the next three years. Audi is spinning off Holoride, in which the automaker will retain a minority stake.

Down the road, other traffic events could become part the VR experience, according to Audi. For example, stopping at traffic lights could introduce unexpected obstacles in a game or interrupt a learning program with a quiz. “Creative minds will use our platform to come up with fascinating worlds that turn the journey from A to B into a real adventure,” said Nils Wollny, head of digital business at Audi who’s been tapped as the future CEO of Holoride.

More Digital

  • LUNA NERA

    Netflix Unveils Third Italian Original, 17th Century Witchcraft Series 'Luna Nera'

    Netflix and production company Fandango on Tuesday unveiled the streamer’s third Italian original “Luna Nera” (Black Moon), a fantasy rooted in historical reality about a group of women accused of witchery in 17th century Italy. The innovative show will drop on January 31 in the roughly 190 territories where Netflix operates. Shot in Rome’s revamped Cinecittà Studios [...]

  • Boris Johnson Grants China's Huawei Limited

    UK Grants China's Huawei Limited Role in 5G Network, Despite Security Concerns

    The British government, led by Prime Minister Boris Johnson, decided Tuesday to allow Chinese tech giant Huawei to build parts of the country’s 5G network, in defiance of U.S. concerns over national security risks and the potential for Chinese espionage. The U.K.’s National Security Council green-lit the move to go ahead with “high risk vendor” [...]

  • ICM Partners

    ICM Partners Promotes Six Agents to Partner Status

    ICM Partners has promoted six agents to partner status. ICM’s partner class of 2020 features four women and two men drawn from disciplines across the agency: Courtny Catzel (Non-Scripted), Di Glazer (Theater), Shade Grant (Non-Scripted), Andrea Johnson (Concerts), Craig Shapiro (Talent) and Howie Tanenbaum (TV). The promotions bring the number of partners at ICM to [...]

  • Podcast Company Meet Cute Raises $3

    Shari Redstone's Advancit Capital Among Investors in Podcast Company Meet Cute (EXCLUSIVE)

    Meet Cute, a New York-based podcast company that focuses on romantic comedies, has secured more than $3 million in funding from a group of investors, including Shari Redstone’s Advancit Capital and venture capital firm Union Square Ventures. Meet Cute CEO Naomi Shah did not disclose the exact dollar amounts from each company, but revealed that [...]

  • Pluto TV Grows U.K. Offering With

    Pluto TV Grows U.K. Offering With 'Made in Britain' and 'Brit-pocalypse' Channels

    ViacomCBS’s Pluto TV streaming service is expanding its U.K. offering with new channels dedicated to British film and TV fare and cataclysmic miniseries. Pluto TV Made in Britain is a 24/7 channel showcasing film and TV favorites, documentaries and celebrity shows. From momentous periods in British history to stories of pop icons, athletes, famous criminals and the royal [...]

  • Disney Myth A Frozen Tale

    ‘Frozen 2’-Inspired VR Film ‘Myth’ Creates Beautifully Immersive ‘Fairy Tale Within a Fairy Tale’

    With “Myth: A Frozen Tale,” Disney Animation has crafted a visually stunning virtual-reality short film — a project that flexes its VR muscles but deftly uses the technology in service of storytelling. Sometimes VR experiences feel like proof-of-concepts straining to justify their 3D settings. “Myth,” by contrast, employs virtual reality so effectively it feels like [...]

More From Our Brands

Access exclusive content