McRee is hoping each of the vastly different VR experiences HTC has created will help increase the awareness and demand for the film, which is eyeing a $45 million debut.

“We’re using SXSW as a space to promote VR and a film that a lot of people may not know about, while also tapping into its built-in fan base.” McRee, senior manager of product marketing for HTC Vive, told AListDaily.

“We want people to understand that VR is now,” J.B. The experiential marketing activation is designed to further push the promise of virtual reality toward mainstream adoption while showing the film’s immersive entertainment qualities. and HTC Vive are taking over Brazos Hall at SXSW this week to promote the forthcoming film with eight pieces of virtual reality content across separate demo bays. The plead from the IOI Sixers was a guerrilla marketing stunt designed to get SXSW attendees wondering exactly what was happening and bring them to the doors of movie’s two-story arcade space in downtown.

He is a lead character in Ready Player One, the upcoming action-adventure, futuristic film from Steven Speilberg that is inspired by the Ernest Cline bestselling book of the same name. Watts, who goes by the avatar Parzival, is not your ordinary fugitive. A parade of troopers dubbed the IOI Sixers stormed up and down downtown Austin calling for the capture of Wade Watts and offered people passing by a $1 million reward.

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