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ON THE COVER: The Wizarding World
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Attractions
HARRY POTTER
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AM 2 2010 ©cybertrek 2010
management
IN DEVELOPMENT
MERLIN ENTERTAINMENTS
health club
management
MONEY
SPINNERS
driving secondary spend from group exercise
the strictly effect
tapping into the nation’s passion for dance
NIKI KEENE
THE GREY MARKET
Do we need a tourism bank?
RICHARD LEWIS
The chair of Sport England on the power of sport
British Gymnastics embraces the sport’s success
3D
Maurice Kelly
THE SCARLET
Getting Wigan Active
BANKSY
VS
BRISTOL MUSEUM
SPORTS
MANAGEMENT
A NEW
DIMENSION FOR CINEMA
SURREY SPORTS PARK
Sporting excellence for Surrey University
can enjoy 3D in their local cinema. Apple is allegedly even developing the unoffi cially named ‘ispecs’ – glasses which will enable us to enjoy 3D fi lms while on the move. Adding 3D to a standard cinema has enabled operators in this sector to fund a whole new round of capital investment by allowing anything up to a quadrupling of standard ticket prices. Now a steady fl ow of high-profi le fi lms is coming on-stream to drive consumer demand and operators are embracing the format with gusto. Building on this, 3D is being promoted by TV broadcasters as the next big thing in
T
the product lifecycle. It will require new hardware and higher fees, and as a result, is being adopted as the upgrade to follow the rollout of HD. The major manufacturers expect 3D TV sales to account for more than 50 per cent of their turnover by 2012, while larger, frame-free TVs are enabling more people to afford a home cinema. All this competitive pressure from the mainstream entertainment industry is inspiring
attractions to raise their game and go one better, by offering 4D and 5D experiences and bespoke fi lms and we’re seeing an acceleration of investment in this sector.
With major fi lmmakers now working in the format and mas- sive budgets involved, we need to make sure we do it well if we want to keep the attention of an increasingly discerning public
As consumers become more familiar with the new 3D format, the attractions
industry will need to keep raising the bar when it comes to the visual thrills on offer. Fortunately, there’s every indication we’ll rise to the challenge, with new announce- ments on high end 3D, 4D and 5D fi lm-based offers coming thick and fast. Recent examples are the Terra Botanica theme park in France, which opens this month and includes an immersive 4D theatre, and Edinburgh’s Our Dynamic Earth. The science centre has just opened a £700,00 (US$1.084m, €793,000) attraction called 4DVENTURE featuring a bespoke eight minute fi lm with a storyline by NSC Creative.
In this issue, we look at the options for customised fi lm making and ask our panel of experts how attractions own- ers can commission their own fi lms (page 30). We also review trends in 3D and 4D planetarium fi lms on page 32. It’s never been a better time to pick up on the trend, and
it’s a format that seems to suit pretty much every type of attraction. The challenge, however, will be to keep ahead of the rapidly evolving technology. With major fi lmmakers now
working in the format and massive budgets involved, we need to make sure we do it well if we want to keep the atten- tion of an increasingly discerning public.
Liz Terry, editor,
attractions@leisuremedia.com
he glorious world of 3D has hit the mainstream, with fi lms like Alice in
Wonderland, Clash of the Titans and Avatar drawing record audiences.
Suddenly, from being a treat confi ned to specialist attractions like IMAX, people
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