Unity and Lionsgate find horror film’s VR ad can get your blood flowing

Unity Technologies and film studio Lionsgate have created a virtual reality advertisement for the launch of the Jigsaw horror film, and an analysis shows that, no surprise, a horror VR experience can really rattle your emotions.

Unity created a VR experience to serve as an advertisement for the film, which debuted in late October. It used the Unity game engine to create the interactive ad, where you are tied down in a room in a horror setting. A creepy clown says to you in a video that you have a big decision to make in one minute. You can pull a lever toward yourself and save yourself, or you can push it away, which will cause spinning saw blades to slice into you and kill you. But if you save yourself, a friend who is behind you will get sawed instead.