Overview
- A Gil Kenan‑directed commercial released Oct. 8 features Bill Murray as Dr. Peter Venkman driving a custom Ecto‑R1 and capturing Slimer, showcasing the spot’s Ghostbusters visuals and vehicle livery.
- Rivian activated an opt‑in Ghostbusters Halloween Mode via an over‑the‑air update on Oct. 9 that runs into early November and alters dashboard graphics, exterior lighting, theme sounds and the voice assistant.
- The in‑vehicle package includes a Trick or Treat Mode that changes driver and rear screens, selectable effects tied to icons like the Proton Pack and Slimer, a Motion Mode that triggers effects when people pass the car, and customizable lock sounds.
- Rivian says the promotion is an official collaboration with Sony Pictures and will put physical Ecto‑R1 showcars, limited merch and pop‑ups in select cities to convert digital interest into in‑person visits.
- The stunt follows Rivian’s recent seasonal IP tie‑ins and sits alongside broader Ghostbusters activity such as Netflix’s animated Night Shift and reported Sony film plans, signaling how software features and branded events can raise visibility and dealer traffic.