Industry Insider
www.parkworld-online.com
The law of Attraktion!
Park World editor Charlotte Westwood speaks with Markus Beyr, CEO of media-based attractions creator Attraktion! about his career highlights, industry predictions and the attractions that will always have a special place in his heart
Charlotte Westwood: Tell us a little about your background Markus Beyr: I started as a lighting designer for high profile events in my career, and then reformed a small lighting and sound company into a leading system integrator (Kraftwerk Living Technologies) for 17 years before I formed Attraktion! The need for Attraktion! was to create turnkey, unique creative media-based attractions including the production of media-like movies and games, and not just the technical part of it.
CW: What do you love most about working in this industry? MB: The fact that I get to combine my driving force to invent entertaining and unique media- driven experiences with high tech and the highest quality standards. This would only be possible within this industry. So without working here, I wouldn’t know what to do, honestly!
CW: You formed Attraktion! in 2012. How has the business evolved since then? MB: We started very small with a small media department and our Playoke Interactive Group Dance product, which you can find now in over 75 places around the world. Inbetween, we have introduced a couple of other unique media-based attraction formats to the market and were able to place them all around the world - for example, our Explorer 5D, Playneo or Cinesplash 5D Wet Theater for water parks.
CW: What are the personal highlights for you during your time at Attraktion! so far? MB: Wow, there have been so many! Each launch of one of our product genres was definitely a personal highlight. But most recently, with the opening of our Hypersphere 360 at SeaWorld Abu Dhabi this year - and with winning in the Park World Excellence Awards in the Dark Ride and
Media-based Attraction category - I would say that we have definitely reached new heights.
any key trends we can expect? MB: The media-based attractions format only has the limit of the human brain, and I think we are just here at the beginning of what can be done. Media-based attractions are also the best attraction formats to diversify a park portfolio, no matter if indoor or outdoor. We have seen several product genres dominating in our industry, from the 4D theatre, to the dark ride and flying theatre... but besides a dozen well-known formats, I see many new variations coming!
CW: Is there anything especially exciting going on at Attraktion! right now that you can tell us about?
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OCTOBER 2023
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