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7thSense Design Media Server Behind Angry Birds 4D Experience at Thorpe Park

[quote]We are proud to have our system installed at such a prestigious theme park location. Thorpe Park is renowned for providing outstanding entertainment experiences and audience feedback from the new theatre is already proving how this installation is another step up in the world of 4D immersive theatres.” — Matt Barton, Director at 7thSense[/quote]

Sussex, UK (October 27, 2014) — Uncompressed media serving and display specialist, 7thSense Design, has delivered its Delta Media Server to a 4D theatre at one of the UK’s largest theme parks, Thorpe Park. The Angry Birds 4D effects theatre, part of the new Angry Birds Land, was developed and supplied by Simworx and opened to the public this summer.

The 326-seat 4D theatre sits at the heart of a new 4,000 sq. metre area in the theme park, near London, built exclusively for the famous international game and brand, ‘Angry Birds’. The multi-sensory experience offers visitors a custom-produced 4D film and in-theatre special effects including wind, smell, water, leg ticklers, bubbles, smoke and catapult simulating seats to create an ‘in-game’ experience for park-goers.

UK-based Simworx was contracted to create and install the 4D experience by park operator Merlin Entertainment and Finnish company, Rovio Entertainment.

Angry Birds 4D Theatre 2_Image Copyright 2014 Simworx

7thSense Design supplied a dual-head Delta Media Server with passive stereo 3D output to power the projection system. A further audio server with 8-channel output was also supplied to support a fully immersive and integrated experience.

Matt Barton, Director at 7thSense added, “Our solutions are often integrated into demanding theme park exhibits worldwide since these installations require the very best image quality and reliability for maximum visitor experience. It’s easy for viewers to see visual artefacts typically caused by compression techniques or misalignment on such large displays – Delta is designed to provide the very best quality movie playback with zero compression, day in and day out. For content producers, this means their productions are screened as they intended, while theme park operators are given confidence of maximum visual impact and system stability.”

Terry Monkton, Managing Director at Simworx explained, “Using Delta for the Angry Birds attraction at Thorpe Park was an easy decision for us; in fact Delta is at the very core of all our AV designs which cover anything from a 4D theatre to a multi-channel Immersive Tunnel. The scalable hardware platform has really removed the technological barriers that existed just a couple of years ago, allowing us to create incredibly high resolution canvasses to play with in our new system designs; this, coupled with the ability to serve fully uncompressed TGA sequenced movies at high frame rates, means no loss of image quality and no file conversion requirement either, making the entire workflow simple for the creative team. The 7thSense team is also very receptive to feedback and new feature requests are incorporated rapidly; the level of support is second to none.”

Joe Kleiman
Joe Kleiman
Raised in San Diego on theme parks, zoos, and IMAX films, InPark's Senior Correspondent Joe Kleiman would expand his childhood loves into two decades as a projectionist and theater director within the giant screen industry. In addition to his work in commercial and museum operations, Joe has volunteered his time to animal husbandry at leading facilities in California and Texas and has played a leading management role for a number of performing arts companies. Joe previously served as News Editor and has remained a contributing author to InPark Magazine since 2011. HIs writing has also appeared in Sound & Communications, LF Examiner, Jim Hill Media, The Planetarian, Behind the Thrills, and MiceChat His blog, takes an unconventional look at the attractions industry. Follow on twitter @ThemesRenewed Joe lives in Sacramento, California with his wife, dog, and a ghost.

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