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HBO will host 100 influencers for a series of virtual reality events consisting of immersive theater, escape rooms, art installations, puzzles and a live concert to promote its new Jordan Peele-helmed horror show Lovecraft Country.
The activations—the first of which kicks off at 10 p.m. ET tonight—will also be viewable on YouTube Live and include interactive segments where viewers can participate at home. The influencers will join with Oculus Quest headsets and communicate through a social platform called VRChat.