This Horror Movie’s Campaign Shows How VR Can Affect Your Body

Lionsgate's Jigsaw boosted heart rate, sweating and smiling

For better or worse, virtual reality can cause physical reactions in consumers. At its best, VR is billed as an immersive format that puts users at the center of 360 videos. And at its worst, VR can make viewers well, nauseated.

So when Unity Technologies worked with Lionsgate in October to create a promo for the horror film Jigsaw, the team decided to track how the film impacted everything from heart rate to sweating and smiling.

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