NEW YORK – December 8, 2016 – Samsung Electronics America, Inc. today announced the launch of a “The Night Before,” an immersive look at a classic holiday moment via Samsung Gear VR, powered by Oculus. Starting on Friday, December 9, 2016 until the New Year, Samsung is bringing the journey to life through a 4D sleigh experience at Herald Square in New York City, The Grove in Los Angeles and Samsung 837, the brand’s flagship digital playground in the heart of Manhattan’s Meatpacking District.

With content debuting on Samsung VR, the company’s premium virtual reality content service, starting this Friday, December 9, “The Night Before,” takes users on an entertaining and immersive sleigh ride.

“At Samsung, we believe technology is so much more than a device – it’s an experience that can connect, delight and inspire everyone,” said Marc Mathieu, Samsung Electronics America’s Chief Marketing Officer. “We’re always looking for ways to create memorable, immersive experiences with our Samsung VR ecosystem and with ‘The Night Before…’ we are able to blur the lines between virtual and reality in an enjoyable, festive way like never before.”

The sleigh ride is part of Samsung’s larger “Gift of Galaxy” holiday campaign that focuses on family coming together and sharing special moments. The campaign kicked off a new spot, “Unwrap the Feels,” which shows the range of powerful emotions and reactions when people immerse themselves in new VR worlds with Samsung Gear VR.

A variation of the ride experience will be available at select malls across the country starting December 14.

Samsung Gear VR The Night Before Image“The Night Before” hours of operation:

Herald Square, New York City
Friday, December 9 – Friday, December 23             9AM -9PM
Saturday, December 24                                                   9AM -6PM
Sunday, December 25                                                      CLOSED
Monday, December 26 – Friday, December 30      9AM – 9PM
Saturday, December 31                                                   9AM -6PM

Samsung 837, New York City
Monday – Friday                                                                11am – 9pm
Saturday                                                                               10am – 10pm
Sunday                                                                                  10am – 8pm
Sunday, December 25                                                    CLOSED

The Grove, Los Angeles, CA
Friday, December 9                                                            10AM-11PM
Saturday, December 10                                                    9AM -11PM
Sunday, December 11                                                       9AM -10PM
Monday, December 12 – Friday, December 23        9AM -11PM
Saturday, December 24                                                    9AM -6PM
Sunday, December 25                                                       CLOSED
Monday, December 26 -Thursday, December 29   10AM -9PM
Friday, December 30                                                           9AM -10PM
Saturday, December 31                                                     10AM -6PM

About Samsung Electronics America, Inc.
Headquartered in Ridgefield Park, N.J., Samsung Electronics America, Inc. (SEA), is a recognized innovative leader in consumer electronics, mobile devices and enterprise solutions. A wholly owned subsidiary of Samsung Electronics Co., Ltd., SEA is pushing beyond the limits of today’s technology and providing consumers and organizations with a portfolio of groundbreaking products in appliances, home entertainment, Internet of Things, mobile computing, smartphones, virtual reality, wireless infrastructure and wearables, in addition to offering leading content and services related to mobile payments, 360-degree VR video, customer support and more. Samsung is a pioneering leader in smartphones and HDTVs in the U.S. and one of America’s fastest growing home appliance brands. To discover more about Samsung, please visit www.samsung.com. For the latest Samsung news, please visit news.samsung.com/us and follow us @SamsungNewsUS.

About Samsung Electronics Co., Ltd.
Samsung Electronics Co., Ltd. inspires the world and shapes the future with transformative ideas and technologies. The company is redefining the worlds of TVs, smartphones, wearable devices, tablets, cameras, digital appliances, medical equipment, network systems, and semiconductor and LED solutions. For the latest news, please visit Samsung Newsroom at http://news.samsung.com.