The New York Times is sending over 1m Google Cardboard headsets to subscribers

The New York Times is trying something a little different to ramp up its readership: virtual reality.

The newspaper will be sending over a million Google Cardboard sets to its subscribers so they can try out its new virtual reality app – mostly print customers, but a ‘selection of Times digital subscribers’ as well.

Along with the VR app, to be released on November 5, the NYT will debut a documentary called ‘The Displaced,’ which follows the stories of children affected by war. You can also expect a couple more films later in the year, as well as some 360-degree ads from Mini and GE.

And if you don’t have a VR headset, you can still view the 360-degree content by waving around your phone, or watch the boring old 2D versions online.

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It’s an interesting move by the Times to try and get ahead of the burgeoning VR craze – particularly considering it’s primarily a text-and-images publication – but only time will tell whether that will help attract new readership.

The headsets are going out on November 7, so expect a little surprise in your IRL mailbox soon if you’re a subscriber. Of course, you can still use your own headset too if you have one lying around.

➤ The New York Times Launches NYT VR; Delivers Over One Million Google Cardboard Viewers [Business Wire]