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A new eye on London

13 Aug 2009

The Merlin Entertainments London Eye unveils a spectacular new 4D cinema experience offering visitors a multi-sensory and unique perspective of the capital

London, 12 August 2009

From today visitors to the new look Merlin Entertainments London Eye (London Eye) can experience what it’s like to soar high like a bird over London’s dramatic skyline as the iconic landmark unveils its pioneering 4D Film Experience.

Already offering unrivalled views of London, the £5m bespoke cinematic addition to the attraction will now provide yet another magical and entertaining way to experience our capital city, further enhancing the value and the experience of a trip to the UK’s top paid for visitor attraction. All included in the ticket price, visitors will see the first ever 3D aerial footage of London as well as witness the world famous London New Year’s Eve fireworks in a breathtaking journey across the city. Boasting more 4D sensory effects than any other attraction in the UK, visitors will feel like they are really there; with wind in their hair, snow falling at their feet, the floor shaking and even a sense of smell, their new perspective on London will be truly memorable.

The four minute film focuses on the journey of a little girl and her father in London in which they visit the London Eye and enjoy a spectacular take on the capital, viewing it from a bird‘s eye perspective. Their experience is brought to life with vibrant 3D images of colourful parties and events inside the London Eye capsules, dramatic firework displays, a snowfall over the city, revolutionary aerial footage of other iconic landmarks and sophisticated, fun 4D effects. Set to the music of international artists Coldplay and Goldfrapp, the film provides a completely new vision of the city and the perfect prelude to a flight on the iconic London Eye.

This new bespoke film is also the first live action 4D project ever filmed and produced in the UK, and was developed especially for the London Eye at the award winning Pinewood Shepperton studios by a team of industry acclaimed talent who have worked on projects such as the IMAX film Bugs!

This significant £5 million development of the attraction follows the recent launch of a three year capsule upgrade project at the London Eye. Such activity illustrates owners the Merlin Entertainments Group’s (Merlin) confidence in the future development of the London Eye and of the London leisure market as a whole; as well as its commitment to continual investment in its portfolio of attractions. Having already welcomed over 34 million visitors since opening in 2000, these recent investments in the London Eye are set to further enhance visitor satisfaction and guarantee that the attraction continues to offer innovative experiences for years to come. To mark this unique activity the Merlin Entertainments London Eye now has a new look ticket office to welcome its guests and has created its first ever TV ad campaign capturing the excitement of the 4D film,

Commenting, David Sharpe, Divisional Director of London Midway attractions, Merlin Entertainments said:
“The Merlin Entertainments Group is the world’s second biggest and most successful visitor attraction operator.

The Merlin Entertainments London Eye is not only the UK’s top paid for visitor experience, but also one of Merlin’s premium attractions, so it makes perfect sense at this time to underline this by incorporating the Merlin name in our branding. This is a very exciting time for the London Eye, a new phase in our development as we approach our 10th birthday. This is reflected both in our exciting new contemporary look and in these pioneering technical developments which allow us to now bring visitors a whole new perspective of London. I believe that this will take our visitor experience at the London Eye to another dimension, and will not only delight first time visitors but also encourage many people to come back and ‘fly’ with us again.”

Sharpe continues, “The customer experience is at the heart of everything we do here at the London Eye and the innovative new 4D cinema and bespoke film will offer visitors more value for their money, along with creating an exciting and memorable journey.”

Director and screenwriter of the new London Eye film, Julian Napier, commented:
“I was delighted to be asked to work on such an exciting and innovative project: bringing cutting edge cinematic techniques and technology to one of the country’s and the world’s most iconic landmarks. We are truly at the outset of a new and exciting era for 3D film making, and the London Eye 4D Experience is right up there, helping to lead the way.”

On leaving the cinema, visitors will cross the landscape to board their flight on the Merlin Entertainments London Eye as normal. The London Eye 4D Experience is included in the standard ticket pricing although visitors will have the option to move directly from the ticket hall to their flight on the London Eye should they wish, although the dual experience of the 4D fim and the flight is so exciting that we do not expect anyone to take that option!

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