Rokid and Hainan Airlines partner to offer passengers in-flight AR experiences

In Augmented Reality News 

February 8, 2024 – Rokid, a provider of augmented reality (AR) technologies, has announced that it has partnered with China-based Hainan Airlines to launch the world’s first in-flight augmented reality (AR) experience.

Yesterday, passengers making their way from Shenzhen to Xi’an were treated to a unique surprise aboard Hainan Airlines flight HU7874, where Rokid’s AR glasses were awaiting them at their seats. Offering an immersive entertainment experience, passengers were able to enjoy 3D films with a 360-inch borderless screen, 1080P resolution, and a 120Hz refresh rate, akin to having a private cinema at 30,000 feet, thanks to Rokid’s devices.

The partnership, which Rokid stated marks a significant step forward in redefining in-flight entertainment, will now see more than 20 Hainan Airlines flights incorporate Rokid AR Entertainment Kits onboard, which will come preloaded with several 3D offline movies, allowing passengers to enjoy a novel form of in-flight entertainment.

Aiming to enhance the air travel experience for passengers by enhancing journeys with the latest technology from Rokid, the initiative starts today and will last for over a month.

Rokid stated that in order to ensure a smooth viewing experience, its team conducted extensive device testing and selected five of the latest films suitable for viewing during the Lunar New Year.

The company’s AR Glasses are designed for comfort, weighing only 75g, with a battery life of up to five hours, allowing consumers to complete watching up to three movies in one go. Equipped with dual directional speakers, the AR glasses also enable passengers to enjoy high-quality sound without disturbing others, according to Rokid.

In a company announcement on the partnership, Rokid stated: “This partnership marks a significant advancement in transforming the traditional in-flight entertainment landscape, offering passengers an immersive journey like never before. As technology continues to reshape air travel, the future holds promises of more personalized and diverse experiences for flyers.”

A spokesperson from Hainan Airlines also remarked: “Hainan Airlines views this collaboration as an important step in elevating service standards and enhancing customer experience. By partnering with industry-leading enterprises like Rokid, Hainan Airlines aims to collaboratively explore the extensive opportunities for AR technology in civil aviation, setting new benchmarks for high-quality, high-tech, and customer-centric flight experiences.”

Rokid stated that looking ahead, it plans to expand the application of its AR technology in flights, to include real-time interactive games and virtual tours, something that it believes will become more feasible thanks to the continuous improvement of infrastructure such as 5G networks and cloud computing.

To find out more about Rokid and its augmented reality entertainment solutions, please visit the company’s website.

Image credit: Rokid

About the author

Sam Sprigg

Sam is the Founder and Managing Editor of Auganix. With a background in research and report writing, he has been covering XR industry news for the past seven years.