Virtual Reality Game Puts Moviegoers in Mexico in the Combine Seat

MEXICO CITY, MEXICO – USA Rice is bringing rice to the big screen—and beyond—through an innovative virtual reality (VR) experience now captivating thousands of moviegoers in Mexico.  The interactive game, Harvest Rush, is currently running at Cinépolis movie theaters in Luna Park and Perisur in Mexico City, offering an immersive way for consumers of all ages to connect with U.S.-grown rice.  

The initiative is part of a broader promotional campaign designed to raise awareness and build preference for U.S. rice brands among Mexican consumers.  By blending entertainment and education, the experience reinforces U.S. rice’s strong reputation for quality, nutrition, and versatility.

In Harvest Rush, players speed through golden fields in a VR harvester, racing to collect as much rice as possible.  With intuitive controls and high-energy visuals, the game appeals to players across a wide age range—from toddlers to seniors—making it a family-friendly hit in theater lobbies.  

As ticket holders wait for their movies on the big screen, they can play a quick game of Harvest Rush where they’re not only entertained but also introduced to the value of U.S. rice in a uniquely engaging way.  After an exhilarating game, adults are asked to complete a quick survey to assess their awareness of U.S.-origin rice.

In addition to the game, a dynamic in-theater advertisement featuring USA Rice Ambassador Chef Aquiles Chávez is airing during the trailer segment of select movies.  In the spot, Chef Chávez highlights the benefits of U.S. rice and encourages consumers to choose brands that use high-quality rice from the United States.  Cinépolis locations see an average of 50,000 to 75,000 visitors per month, making this campaign a powerful tool for visibility and brand awareness in a high-traffic setting.

“This kind of immersive, in-person engagement is a smart way to meet consumers where they are,” said Asiha Grigsby, USA Rice senior director for international promotion in the Western Hemisphere.  “Harvest Rush captures attention, starts conversations, and ultimately helps us drive preference for U.S.-origin rice in one of our most important export markets.”  

The campaign will continue throughout the fall, amplifying U.S. rice’s presence in Mexico’s urban centers.