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Alton Towers’ new "Ice Age" 4-D experience opens 2012 via collaboration with Fox Consumer Products, Merlin Entertainments & SimEx-Iwerks

Photo: Alton Towers

The Alton Towers Resort announced a partnership with Twentieth Century Fox Consumer Products to bring an Ice Age 4-D cinema and two themed hotel rooms to the Staffordshire [UK] Resort in 2012. The launch marks a collaborative effort for the Alton Towers Resort and Fox Consumer Products to give millions of Ice Age fans a truly up-close and engaging experience in what will be a fully immersive Ice Age offering. The new theme park and hotel attractions will open on 24 March, the start of the property’s 2012 season, months before the fourth installment of the popular film franchise, Ice Age 4: Continental Drift, arrives in theatres.

Located in the Cloud Cuckoo Land Theatre of the theme park, the Ice Age Dawn of the Dinosaurs – the 4-D Experience cinema will combine 3-D footage, based on the third movie in the series, with an exhilarating variety of physical effects. Fans will also have the opportunity to meet both Sid and Scrat around the Alton Towers Resort.

In addition to the 4-D cinema attraction, two new Ice Age themed bedrooms will debut at the Resort’s Splash Landings Hotel. Inspired by the Ice Age films and featuring loveable characters Scrat, Manny and Sid, the immersive rooms will offer the ultimate sleepover for any Ice Age fan.

“Ice Age is a global phenomenon and we are delighted to bring the 4-D attraction and themed hotel offering to the Alton Towers Resort,” said Ian Crabbe, Divisional Director at the Alton Towers Resort. “As the UK’s number one theme park and short-break destination, we are continually developing our products to ensure the best possible experience for our guests and bringing Ice Age Dawn of the Dinosaurs – The 4-D Experience to the Resort in 2012 allows us to add another first to our existing portfolio of fantastic rides and attractions.”

“Alton Towers Resort is a fantastic destination for the Ice Age fan. Ice Age is a phenomenal property with global appeal and the Alton Towers venue will be the first immersive Ice Age attraction that can be experienced across multiple platforms throughout the park,” said Robert Marick, Executive Vice President of Fox Consumer Products.

Ice Age Dawn of the Dinosaurs – The 4-D Experience debuts on 24 March when the theme park opens it gates for the 2012 season. The attraction is part of a larger partnership with Merlin Entertainments and SimEx-Iwerks. For further details, or to book a stay in the Splash Landings Hotel themed bedrooms (also available from 24th March), visitwww.altontowers.com.

The fourth film in the series, Ice Age 4: Continental Drift, will be in cinemas in 3-D in July 2012.

Judith Rubin
Judith Rubin ([email protected]) is a leading journalist, publicist, strategist, blogger, content marketing specialist and connector in the international attractions industry. She excels at writing about all aspects of design and technical design, production and project management. Areas of special interest include AV integration and show control, lighting design and acoustics, specialty cinema, digital video and world’s fairs. Judith has ties to numerous industry organizations. From 2005-2020 she ran communications, publications and social media for the Themed Entertainment Association (TEA). In 2013, she was honored with the TEA Service Award. She was development director of IMERSA, and co-chair of the 2014 IMERSA Summit. She was publicist for the Large Format Cinema Association in the 1990s, now part of the Giant Screen Cinema Association (GSCA) and has also contributed to the publications of PLASA, IAAPA and the International Planetarium Society. Already making her mark as a magazine and book editor, Judith joined World’s Fair magazine in 1987, which introduced her to the attractions industry. Launching as a freelancer in the mid 1990s she has contributed to dozens of publications and media outlets including Funworld, Lighting&Sound America, Sound & Communications, Urban Land, The Raconteur and The Planetarian. She joined InPark in 2010. Judith earned a Bachelor of Fine Arts from Pratt Institute. She has lived in New York City and the San Francisco Bay Area, and now makes her home in Saint Louis, where she is active in the local arts and theater community.

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