In addition to the visual update, users will also be able to watch "exclusive video content" from the film during their Uber rides if they choose to turn on the Star Wars theme. Uber said that riders in "hundreds of cities globally" will gain access to the update, although it didn't specify which cities might be missing out on the new Star Wars experience.
Today we announced we’re collaborating with Disney on an activation that transforms the Uber rider app into a themed Rogue One: A Star Wars Story experience. The in-app experience, which Uber riders can opt-into, will unlock special Rogue One: A Star Wars Story features as well as access to exclusive video content.Riders will have to opt-into the new Star Wars update, which they can do by tapping "Activate" on the related Rogue One: A Star Wars Story card that will begin greeting app users today. The theme will run from today, December 12, through December 18. Rogue One: A Star Wars Story opens in theaters December 16.
Last week, Uber faced blowback surrounding its newest version update, which introduced a way for the app to continue tracking each user's GPS location five minutes after their Uber ride is complete, no matter if the app is open or not. Uber said the move was to improve the overall performance and safety of the app, but many of its users responded negatively online.