Audi redefined in-car entertainment at the
Consumer Electronics Show (CES) in Las Vegas. In the future, backseat
passengers will be able to experience movies, video games, and interactive
content even more realistically using virtual reality glasses.
technology adopts virtual content to the movements of a vehicle in real time:
If the car drives through a right turn, the spaceship in the experience does
the same, for example. Through a subsidiary, Audi Electronics Venture GmbH,
Audi has co-founded a start-up company, holoride GmbH, which will commercialise
this new form of entertainment via an open platform that will be made available
to all carmakers and content developers in the future.
Audi demonstrated the immersive futuristic
technology with “Marvel’s Avengers: Rocket’s Rescue Run,” an in-car VR
experience for backseat passengers being brought to life by Disney Games and
Interactive Experiences. Wearing VR glasses, the passenger in an Audi e-tron is
transported into a fantastical depiction of outer space: The Audi e-tron now
functions as the ship manned by the Guardians of the Galaxy, as the passenger
makes their way through an asteroid field together with Rocket, a character
that will appear in Marvel Studios’ Avengers: Endgame in spring 2019. Every
movement of the car is reflected in the experience in real time. If the car
turns a tight corner, the player curves around an opposing spaceship in virtual
reality. If the Audi e-tron accelerates, the ship in the experience does the
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