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Cutting-edge attraction comes to the London Eye

The film was written and directed by Julian Napier and stereo 3D produced by Phil Streather, CEO of 3D specialists Principal Large Format. The movie was produced by Centre Screen Productions in association with Principal Large Format and Pablo Post. 3D/4D equipment and programming was provided by SimEx-Iwerks.

With many of the London Eye’s passengers being foreign tourists, the film needed to be concise and non-dependent on dialogue. It also had to appeal to the broadest demographic possible and, noted Napier, stand apart from the “typical adrenaline-pumping, bone-rattling 4D experiences you encounter at theme parks.”

Notable features of the mini-movie include aerial views over London captured with the use of what is said to be the world’s first gyrostabilised 3D helicopter camera mount, designed and built by Principal Large Format and Jeremy Braben of Helicopter Film Services.

Phil Streather told II: “4D has been a mainstay of premiere attractions for some time now and as the roll-out of digital 3D continues apace in multiplexes around the world, then 4D will continue to be a key differentiator of cinematic experience for the attraction market. The 4D provides a more intense and visceral experience than 3D alone and is the key reason the 4D physical elements are so successful in the specialist attraction environment.

“In the case of Merlin Entertainments’ London Eye 4D Experience, its own differentiator is that unlike most attractions the film is live action; real people doing real things! In addition, 4D systems supplier SimEx-Iwerks has broken the mould and delivered a unique standing-only experience in a beautifully designed theatre. Expect more live action/standing-only experiences in the future!”