Rupert Murdoch, founder of the world’s second-largest media company, News Corp, took the Oculus Rift virtual reality headset for a spin this week.

Murdoch, News Corp’s Chief Technology Officer Paul Cheesbrough, and Chief Executive Officer Joel Klein saw the Oculus Rift during an “amazing ‘field trip’” to Framestore’s offices in New York, according to Murdoch’s Tumblr.

Framestore offers integrated advertising, special effects (it recently won an Oscar for its visual effects in Gravity), and other services, but you may have heard of it recently if you’re a Game of Thrones fan. To promote HBO’s show, it created the “Ascend the Wall” VR experience, which puts the user in an elevator rising to the top of its fictional 700ft tall frozen wall. Framestore explained its business model to Murdoch and let him demo “Ascend the Wall.”

As amazed as he may be, it’s too late for Murdoch to scoop up Oculus VR. Facebook’s Mark Zuckerberg already acquired the company for $2 billion last month.