Virtual Reality technology company Laduma will join forces with Gillette, Warner Brothers and DC Comics to promote the new Justice League movie this week.

The hotly anticipated film, starring Ben Affleck, Jesse Eisenberg and Willem Dafoe, is to be featured at a press screening in London on Thursday, as part of its nationwide release.

The Laduma team will be on hand at Warner Brothers offices in the capital to demonstrate The Justice League VR experience to invited guests and media.

The activation event, sponsored by Gillette, will invite users to step into the shoes of Justice League characters Batman, Wonder Woman, The Flash, Aquaman and Cyborg.

Ben Smith, CEO of Laduma, said: “We are delighted to work with Gillette and two movie giants in DC Comics and Warner Brothers, to promote the Justice League movie.

“Virtual Reality is now an integral tool when it comes to promoting new content, and here at Laduma, we have the expertise to make the most of activation events.

“Throughout the entertainment industry, people are waking up to the reality that VR activations bring users closer than ever before to new adventures.”

The Justice League VR experience has been created by Warner Brothers, and Laduma will use specially designed VR headsets to guide people through the game.

Each user is given the option to become a character from the movie in a three-dimensional world, before taking on Superhero powers during a series of immersive challenges.

“We have worked closely with Gillette, Warner Brothers and DC Comics to make sure the launch of The Justice League VR experience is a success,” Smith added.

“The fact that Laduma technology is at the heart of a major studio release is proof of our expertise in harnessing the potential of VR.

“We want to show how our outstanding activation events can contribute to the successful launch of new content.”

Laduma has worked with some of the world’s biggest brands in the entertainment industry, creating groundbreaking Augmented, Virtual and Mixed Reality experiences.

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