Everyone from British boxers to the New York Times has been immersing themselves in virtual reality, a technology that, according to NATPE and the CTA, is seen as a “game changer” by the folks in Hollywood.
The 10-part immersive digital series will enable viewers to virtually pilot a Toyota Rav4 Hybrid and explore experiences and attractions in and around Austin, Texas, from barefoot water skiing on Lake Austin and a boisterous Barton Creek drum circle to the Natural Bridge Caverns and the local Cathedral of Junk. Brian Brushwood and Justin Robert Young, hosts of “Night Attack” and “Cordkillers,” serve as guides.
A recent report from Goldman Sachs predicted that VR will generate $110 billion dollars in annual revenue by 2025, surpassing the TV industry, which it estimates will be $99 billion annually ten years from now.
“As virtual reality becomes ever so prevalent in the advertising space, it’s a natural fit for Toyota to utilize the technology in ways that allow our fans to explore the world around them with a simple click of a button,” said Dionne Colvin-Lovely, director of traditional and new media for Toyota Motor Sales, U.S.A., in a statement.
Launched last August, Discovery VR specializes in virtual reality experiences tied to existing Discovery Communications or Discovery Digital Networks properties, from a 360-degree exploration of a shark-infested sunken ship with the “Mythbusters” crew to a miner’s-eye view of industrial gold sluicing from the producers of “Gold Rush.”