Walmart and DreamWorks are collaborating on a virtual reality experience that’s named after their upcoming film. How to Train Your Dragon: The Hidden World is arriving at movie theaters in a few days on February 22nd and the VR experience is taking place at various locations around the United States from February to April.
Guests that demo the How to Train Your Dragon: The Hidden World VR experience will have a memorable one they’ll rave about. Although a bit short, they’ll take a 5 minute tour of the dragon world as they sit in Positron motion chairs with computing power by HP VR backpacks.
Hiccup, Toothless, Astrid, Ruffnut, Tuffnut, and Hookfang are characters that will make appearances! In a press statement, Kumar Kaushik, general manager of AR/VR solutions, client computing at Intel shares, “From the imaginations of content creators to taking a VR journey on the back of a dragon, technology is unleashing new storytelling possibilities for developers and consumers alike.”
The headgear guests will wear are the HP Windows Mixed Reality Headsets and OMEN by HP Mindframe Headsets. They’re comfortable to wear and have high-quality screens that are powered by computers with Intel Core processors. Parents will appreciate that they can jump into VR or view what their child sees with HP Chromebooks.
Since How to Train Your Dragon: The Hidden World is set up like a digital tour, there will be 5 states and multiple dates and locations to visit and participate in the memorable experience. Locations in California, Nevada, Arizona, Texas, and Arkansas are doing showings. They note that only guests 8 and up can experience the demo.
To market How to Train Your Dragon: The Hidden World, Walmart and DreamWorks are drawing attention to the experience by showcasing it with technology. They are using HP Chromebooks that allow parents to watch content as it streams in the headset, while also giving onlookers a chance to view content using Omen by HP Gaming Laptops.
“For 80 years, HP has delivered innovative technology to help filmmakers create memorable moments,” said Joanna Popper, global head of virtual reality for location based entertainment at HP Inc. “Working together with DreamWorks Animation, Walmart and Intel, we are using virtual reality to take the Hidden World from storytelling to story-living by bringing audiences to the center of the narrative.”
After seeing Toothless, Astrid, and the movie’s signature characters, guests can peruse and purchase franchise memorabilia at its gift shop. Thanks to Spatial&, a virtual commerce and merchandising startup, there will be toys, action figures, DVDs, and video games. If you can’t make it to the limited showings there are 2,000 Walmart locations to purchase the film’s merchandise.
“Collaborating with DreamWorks Animation and its iconic How to Train Your Dragon franchise is such an exciting way to bring Spatial&’s first ever activation to the public,” said Katie Finnegan, chief executive officer of Spatial&. “Spatial& was founded based on the belief that VR will transform merchandising and retail and we can’t wait to finally share this uniquely immersive shopping experience with consumers across the country.”
Watch the film’s trailer below!