THEA AWARDS
Thea Awards for Outstanding Achievement (AOA)
A
mong some of the more successful ways to improve and enhance guest experiences at theme parks is to connect people with popular or well-known Intellectual Property (IP).
TRANSFORMERS: THE RIDE 3D
Universal Studios Hollywood Los Angeles, CA, USA
TRANSFORMERS THE RIDE: THE ULTIMATE 3D BATTLE
Universal Studios Singapore Sentosa, Singapore
AWARD: ATTRACTION
The Ultimate 3D Battle launches visitors onto 2,000 feet (6,562 metres) of ride track surrounded by gigantic fi eld of view screens; each car with on board audio and capable of 6-DOF motion and 360-degrees worth of gut- wrenching swivelling. More important, beyond the technical details, riders are literally thrust into the middle of the ultimate Transformers war zone fi lled with the characters they have come to know at the movies. Guests stagger from the ride comparing notes on the hyper- realism of the simulated experience.
74 Attractions Handbook 2013–2014
Beginning with stories and characters already familiar to audiences can truly enhance the guest experience. Approaches such as translating popular movie Intellectual Property into physical spaces that can be
visited and explored is a diffi cult and chal- lenging endeavour, and yet it seems that audiences worldwide have a deep and in- exhaustible hunger for such places – when incredibly well done.
Voice actors Peter Cullen and Frank Welker at Universal Studios Hollywood
www.attractionshandbook.com
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