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 www.parkworld-online.com


Big Sur - FlyRide


Grand Canyon - FlyRide


Creating immersive experiences


Mike Frueh SimEx-Iwerks


is one of the few companies that designs, builds and installs the entire attraction, in addition to developing, producing and distributing 





SimEx-Iwerks produces immersive cinematic attractions, which engage and excite guests around the world. Here, Park World editor Becci Knowles speaks to the company’s senior vice president for licensing and distribution, Mike Frueh, to find out what’s new.


Tell me about the history of the company? SimEx-Iwerks began 40 years ago with one of the world’s fi rst motion ride simulation experiences at the CN Tower in Toronto. We’ve now installed over 350 immersive, media-based experiences around the world. We led the development and expansion of 4D Experience attractions with branded IP-based fi lms, co-produced with the world’s best studios, highlighted by the recent opening of “The Simpsons in 4D” in Myrtle Beach, South Carolina in 2019.


How has the industry changed in that time? In our earlier years, we focused on the technology that went into our attractions: state of the art motion simulators, 3D projection, digital projection, 4D effects. Technology remains very important, while world class fi lm content, often tied to major brands and IP’s, compliments the guest experience and sells tickets.


How would you describe the company and the 34


products and services it offers today? SimEx-Iwerks is one of the few companies that designs, builds and installs the entire attraction, in addition to developing, producing and distributing our specialty fi lms.


What have been your biggest challenges recently? Building and installing two unique FlyRide Theaters that required the custom production of two FlyRide fi lms, during the COVID-19 pandemic, is one of the greatest challenges we’ve ever faced.


And your greatest achievements? We have an exceptional catalogue of fi lms for our unique attractions, typically inspired by worldwide popular brands and IP’s.


It took years to develop our


fi lm catalogue and the close relationships that support it. We couldn’t built our network of support without building a broad network of high-quality specialty


AUTUMN PART 1 2020


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