New Ice Age 4D experience ready for launch in 2012

Attraction to debut at Alton Towers in the UK and Gardaland in Italy.
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Fox Consumer Products is moving the Ice Age franchise into 'location based entertainment'.

Ice Age Dawn of the Dinosaurs - The 4D Experience will combine 3D film footage from the third movie in the franchise, with a range of synchronised physical effects. It will debut in March 2012 at Merlin Entertainment's Alton Towers and Gardaland theme parks in the UK and Italy.

On entering the experience, fans will find themselves in an Ice Age-themed area where they can meet the characters, as well as buy specially developed merchandise.

Along with the new 4D attractions and gift shop, Alton Towers will also feature two interactive Ice Age-themed bedrooms inside its Splash Landings Hotel.

"Our partnership with Merlin is a wonderful opportunity for the Ice Age franchise and a strong cornerstone for our strategy to develop location based entertainment opportunities that will deeply connect consumers with our brands through immersive experiences," said Robert Marick, EVP of Fox Consumer Products.

Ice Age 4: Continental Drift is due to hit cinemas in July 2012.


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