Cover Story
www.parkworld-online.com
Beyond 4D
SimEx-Iwerks’ Immersion Theater at Shedd Aquarium signals a new era for cinematic attractions – blending immersive environments, interactive pre-shows, and next-generation storytelling.
F
or decades, 4D theaters have been a cornerstone attraction at zoos, aquariums, museums, and theme parks around the world.
These cinematic experiences have long brought guests closer to adventure and nature through storytelling, special effects, and high-impact visuals. 4D theaters deliver high-quality entertainment for
guests while providing operators with strong ticket value, flexible programming, compelling marketing, streamlined operations, and reliable revenue. At Shedd Aquarium in Chicago, the decision
was not to move away from immersive cinema, but to evolve it. For this, Shedd turned to long-time partner SimEx-Iwerks and its newly developed Immersion Theater concept. This next-generation cinematic attraction was designed to push beyond the traditional 4D experience. In May, Shedd Aquarium and SimEx-Iwerks
opened the all-new Immersion Theater. Featuring immersive side-wall projection, choreographed lighting, interactive pre-show environments, special effects, and new seat technology, the attraction represents a major evolution in how cinematic storytelling can engage guests around the world. Shedd Aquarium has operated a highly successful 4D theater for nearly two decades,
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entertaining millions of guests since first partnering with SimEx-Iwerks in 2006.
attraction for the aquarium for many years, with Colby Sellers, Senior Director of Guest Relations regularly heard from guests asking when the theater would reopen, which reinforced just how important the experience had become to a visit at Shedd. It was equally exciting to see the enthusiasm from our staff when the new Immersion Theater officially opened. All of this renewed our confidence in the decision to reinvest in this That decision may represent a broader shift
across the attractions industry. Around the world, theater spaces continue
to present opportunities for renewed guest engagement. From 4D theaters and simulator attractions to educational auditoriums and cinematic venues, operators are increasingly exploring ways to redefine these experiences alongside changing audience expectations. The success of attractions rooted in immersive storytelling suggests the appetite for shared
cinematic experiences remains strong. Major operators across the industry continue to invest in theater-based attractions by introducing new creative approaches, enhanced immersion, attraction space is one example of how cinematic storytelling continues to resonate when thoughtfully evolved. Drawing on decades of experience, SimEx-
Iwerks Immersion Theater was designed to expand how guests interact with cinematic attractions before, during, and after the main presentation.
adds Sean McAllister, Senior Vice President, Attraction Development at SimEx-Iwerks. only when guests took their seats and the main show started. At Shedd Aquarium, the immersive experience now begins well before guests enter the The attraction features an interactive pre-show
space with augmented reality animal encounters and a large-scale projection environment with curated content to engage guests immediately
IAAPA ASIA EDITION 2026
© Brian McAllister. All Rights Reserved.
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