It's not designed to be a promotion for the film, but a stand-along experience that consumers would pay for (pricing to be determined by the studio as it gets a better sense of the market). One can imagine a day when consumers walk out of a movie theater and have the option of trying one of several VR experiences for another $15 or $20.
Big brands are already creating separate budgets for VR, experimenting with the technology as a way to allow consumers to get to know their products in a way they have never been able to before. North Face has already created branded content for the Oculus Rift — imagine mountain climbing in North Face gear. And travel and tourism companies, from Marriott to Carnival Cruises, are investing in creating immersive experiences to showcase far-flung destinations to try to convince travelers to book a trip. And e-commerce companies are using the technology to showcase furniture and design layouts, making showrooms a thing of the past.
The potential for VR to change medicine are myriad. For doctors, headsets are already being used to train surgeons and provide practice interacting with patients. For patients, there are VR treatments for everything from PTSD to curing phantom pains in amputee victims.