TACTICS
operators to invest in their attractions and many have looked at 3D, 4D and 5D experiences to up the ante and even help to regenerate an area. Merlin Entertainments is currently working with Blackpool Council to restore Blackpool Tower to its former glory as part of a wider regeneration of the promenade. A 4D London Eye- style experience is planned, with the tower-top ride benefitting from a 4D pre-show telling Blackpool’s story. Simworx has installed the first 4D
A
theatre in Wales at The Works, a regen- eration project that’s transforming the former steelworks at Ebbw Vale into a mixed-use development incorporating leisure, housing and other ameni- ties. The theatre is currently showing a library of films, but a custom-made film – the working title of which is How Green is Our Valley? – is in production and will focus on local history. Richard Benton, director of New Zealand’s International Antarctic Centre in Christchurch, believes the 4D experience can be a powerful draw
lthough the economic cli- mate has been tough over the last year, this hasn’t dented the desire of many
and put an area on the map. The cen- tre brought 4D to New Zealand in November, with the launch of the cin- ema experience, Extreme. Benton hopes it will have a positive impact on visitor numbers. “Our market research tells us Extreme will conservatively add another 10 per cent growth in vis- itors in year one. This is an exciting goal in what has been a challenging 12 months,” he says. “We were look- ing for a competitive edge, and 4D hasn’t come to New Zealand yet, so we saw a niche in the market.” Simworx has provided the theatre and the film Ice Voyage has been cus- tom-made by Emmy Award-winning cinematographer Mike Single and computer graphics production facility Animated Research Ltd. “We had to have a film that nobody else could access and we did this by making the first ever 3D movie actu- ally filmed in Antarctica,” says Benton. “We wanted real life, not animation. It had to be fun, exciting and it had to leave viewers wanting more.” Ice Voyage is a journey to Antarctica
onboard a cruise ship that delivers incredible footage of the wildlife, ice- bergs and wilderness. But it isn’t
4D cinema is going from strength to strength, while 3D is becoming increasingly popular for planetariums. Kath Hudson looks at some of the latest developments in this busy market
just a natural history film, there are some edge-of-the-seat moments – the 11-minute film has eight different 4D special effects and culminates with the cruise ship sinking.
AN EDUCATIONAL SLANT
Scotland’s science attraction Our Dynamic Earth also launched a 4D the- atre, 4DVENTURE, as this season’s main attraction. Again, a bespoke film was commissioned, which could excite the audience while imparting an educational message. The curric- ulum-linked film, commissioned from NSC Creative, brings the visitors face to face with some fearsome crea- tures, while also giving the audience a greater understanding of the fragility of life on our planet. Our Dynamic Earth chief execu-
tive John Simpson says: “Immediately from the launch of 4DVENTURE in April 2010, we saw an uplift in visitor arrivals, experiencing our busiest day in eight years over the Easter week- end. It has proven to have significant longevity as the snowball effect cre- ated by positive word of mouth and recommendations has grown. The ini- tial performance has been sustained
Mirage3d’s Darwin- based film Natural Selection (left and centre) and Our Dynamic Earth’s 4DVENTURE (right)
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ISSUE 1 2011 © cybertrek 2011
3D 4D
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