Virtual Reality Hits a New Level with INSURGENT’s Shatter Reality Experience

Even a chilly February night was no match for the Insurgent #ShatterReality express in New York City, as an assortment of media and invitees took to the area surrounding the Samsung store on Prince Street for a state-of-the-art virtual reality experience. Of course, the cocktails and miniature hors d’oeuvres helped the cause, along with Samsung’s dynamic display of technological devices.

But the virtual reality experience was the main attraction, a four-minute simulation ride through two of Jeanine Matthews’ divergent-weeding tests: one with the birds, with with the oncoming train. The user sits in a vibrating seat and is treated to a full 360 view, transported into a Veronica Roth world rich in densely pixelated color and imagination. At times, it felt like a theme park ride, with visuals swarming the viewer’s eyes with such authenticity, it was impossible not to blink. There is an orchestrated drop that feels amazingly genuine, and life-sized re-creations of actors Kate Winslet and Miles Teller, who feel so real, you want to reach out and shake their hands.

I was especially impressed by the 360-degree panoramic aspect, which not only adds to the legitimacy of the experience, but also shows the meticulous detail and effort that went into the production. I felt compelled to look behind me, just to make sure I took in all the artistry, the backdrops of Chicago, the intricate details as one image magically faded into the next. Samsung and Summit absolutely went full-throttle with this experience, and I have no doubt it will be an effective marketing tool as Insurgent descends on theaters March 20.

It’s enough to make one wonder why virtual reality was such a hit in the 90s, yet fell from prominence in the coming decades. Well, thanks to extraordinary experiences like this one, VR is making a comeback, and it will be exciting to see what Samsung can put together for Allegiant in the coming months.