At the exclusive media preview on Friday March 23rd, Carl Lumbard, senior vice president and managing director of Fox Consumer Products EMEA praised partner, Merlin Entertainment’s “ability to bring the popular Ice Age film to life with an array of synchronized effects.”
The immersive 4D experience takes the Ice Age action from the big screen and brings it directly to the viewer by combining 3D film elements from the third film in the franchise, with a display of synchronised physical effects.
Viewers will feel the cold blasts of the arctic winds, sense the vibrations when a stampeding Mother T-Rex goes by, and much more. Upon exiting the 4D experience, consumers will exit through an Ice Age-themed gift shop where they will be able to purchase merchandise featuring their favourite characters.
In a specially designed game, families can participate in Sid's snowball challenge and have their photo taken with Ice Age characters Scrat and Sid.
In support of the attraction, Alton Towers Resort opened two Ice Age-themed rooms inside its Splash Landings Hotel. Guests will be surrounded in Ice Age luxury and can catch a glimpse of Manny, Sid, and Diego – or play a game with Scrat before sleeping on an Ice Age bed complete with faux fur throws.
Lumbard commented: "Ice Age is one of the most successful family film franchises on the planet and we are perfectly positioned to create new and exciting ways for fans to engage with the brand beyond the film release.
"By working closely with world-class partners like Merlin Entertainments and the terrific team at Alton Towers Resort, we can deliver a unique, fun and engaging Ice Age experience to fans and consumers."
Ice Age The 4D Experience was made possible through a partnership with Merlin Entertainments, owner and operator of Alton Towers Resort and Gardaland, and SimEx-Iwerks, an innovator of immersive 3D and 4D attractions.
For more information on the new Ice Age attraction or to book a stay in one of the Ice Age-themed hotel rooms, visit www.altontowers.com.