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Media Based Experiences


www.parkworld-online.com


LEGO Factory Adventure


Making the most of media based experiences


Park World spoke to a selection of industry experts to find out what’s new and what’s next in this increasingly popular category


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Peter Cliff, creative director, Holovis


ommenting on the evolution of media-based experiences, Peter Cliff, creative director at Holovis says: “Ten years ago, media-based experiences were more exclusive to the “big hitters” in theme park industry – companies like Universal Studios and Disney. But with more affordable technology, and the emergence of things such as laser projection, immersive location- based entertainment is now accessible to a broader market. This technology has become cheaper to buy and run.


“Media-driven experiences are really helping regional parks. Dark rides are re-rideable. You can change the narrative and media to create new experiences to attract people back. Technological ride systems such as flying or 4D theatres - mixed with a variety of content - are having great success.”


Kevin Murphy, head of sales and marketing at Kraftwerk Living Technologies agrees: “Media based attractions in theme parks are now the big draw for guests who want the raw excitement of the coasters, but also want to be thrilled and taken to places they cannot normally visit. Immersive environments from 4D theatres, to domes, dark rides and flying theatres are now expected in any theme park, but the incredible success of a well thought through media based attraction has led to them


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appearing in other venues from city based stand alone attractions to integral parts of a retail environment and not just theme parks.”


Kevin continues: “The early days of media were a challenge, with technology in a demanding environment working so many hours a day, reliably, and techniques ranged from purely lighting and sound to even slide projection for some very early attractions. However, technology has changed so dramatically that virtually anything is possible if you have the time, the ideas and the budgets.


“One of the biggest technical advances has been in video projection with very complex projection now possible with very bright images and high resolution, not forgetting the very high quality media players behind the scenes, and some of the largest media based attractions centre around the technical image and quality. “The advances in technology then allow creatives to think bigger and better, and we understand and appreciate that never mind how big and bright and wonderful that image may be, it is all about the content and the story. This is why we enjoy and need to work so closely with creative partners and clients from the very early stages of a project. We take great delight in making the technology ‘disappear’ and leave guests immersed in


AUTUMN PART 2 2020

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