COX CREATES IMMERSIVE THEATER
LIKE NEVER SEEN BEFORE
In partnership with the Drone Racing League (DRL), Cox offers fans
a thrilling First Person View of high-speed professional drone racing.
THE COX FLIGHT SPEED 4D EXPERIENCE
Inspired by live race footage from actual DRL competitions, the Cox Flight Speed 4D theater features a two-minute race simulation that takes people on a virtual drone ride at “the speed of flight”.
Next-Gen HTC Vive technology gives participants the sensation of being inside the cockpit of a Racer 3 quadcopter as drones twist, turn and accelerate through a simulated DRL course. At the same time, MX4D theater seats roll/pitch in sync with the VR, unleashing haptic feedback that immerses people into the high speed intensity of competitive drone racing.
“The seat motion, the sounds, the air
—I just felt like I was inside a drone.”
“Whoa…I had no idea it would be so intense. It just really walloped me, man. It really encapsulates the drone racing experience.”
“It was so epic! So many things were unexpected, unlike anything I have experienced before.”
EVOLVING THE BRAND EXPERIENCE
To create a true high-tech halo for the brand, Next worked with MediaMation and Moondog Animation Studios to design and engineer a sophisticated 4D theater platform that was portable enough to transport to a wide range of events, but realistic enough to deliver a sense of flying beyond anything people had experienced before. The VR environment was built in motion picture quality 360-degree CGI, so realistic that people sometimes had to remove the headsets to catch their breath.