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Alton Towers Tests New Dark Ride Element on Unsuspecting London Shoppers

London, UK — Shoppers were given a fright this week as they stepped into a lift at Southside Shopping Centre in Wandsworth, London. When the doors opened, they were only inches away from plummeting down a bottomless lift shaft. Or at least that is what it seemed…

The experiment was set-up to test the fear-factor of the British public in preparation for the launch of one of Alton Towers Resort’s scariest attractions yet – Nemesis Sub-Terra, opening on 24th March. Combining “terrifying and immersive elements” the experience starts in a lift that takes you deep underground beneath Alton Towers Resort, where a system of hidden and darkened caves has been uncovered.

Unsuspecting shoppers were fooled by a 3D illusion on the floor of the lift. One shopper said “A deep, dark lift shaft is not what you expect to see on your average trip to the shops! It gave me a bit of a fright, but I quickly realised the joke was on me! I then had a laugh watching other people’s reactions a they walked past”

Katherine Duckworth, head of consumer marketing at Alton Towers Resort, said, “Nemesis Sub-Terra is by far the most terrifying of our attractions to date and we really wanted to test the limits of the British public to see if they could cope with what it has in store. When creating the illusion inside the lift we considered some our most common fears including heights, darkness and claustrophobia that are also a core part of the new attraction. The reactions of the public were fascinating and we can’t wait to see what happens when people come and experience the new attraction for the first time.” Alton Towers Resort believes it has created Britain’s most psychologically thrilling experience by combining the scariest elements of a theme park with the most common fears of the public. 

Opening on 24 March, and unlike anything seen before in the UK, Nemesis Sub-Terra is based upon the back-story of the original Nemesis rollercoaster, which opened at the Alton Towers Resort in 1994. 

For more details on Alton Towers Resort and Nemesis Sub-Terra visit www.altontowers.com/2012

ABOUT MERLIN ENTERTAINMENTS

Merlin Entertainments is the leading name in location-based, family entertainment, and has seen the most successful and dynamic growth of any company in the sector over the last five years. Europe’s Number 1 and the world’s second-largest visitor attraction operator, Merlin now operates 87 attractions, six hotels/two holiday villages in 19 countries and across four continents. The company aims to deliver memorable and rewarding experiences to its 46 million visitors worldwide, through its iconic global and local brands, and the commitment and passion of its managers and more almost 18,000 employees. Among Merlin’s attractions are – SEA LIFE, Madame Tussauds, LEGOLAND, The EDF Energy London Eye, Dungeons, Gardaland, LEGOLAND Discovery Centres, Alton Towers Resort, Warwick Castle, THORPE PARK, Chessington World of Adventures Resort, Blackpool Tower, Heide Park, Sydney Aquarium, WILD LIFE Sydney, Sydney Tower Eye and SKYWALK, Siam Ocean World and Busan Aquarium. All brands which are distinctive, challenging and innovative – and which have great potential for growth in the future. www.merlinentertainments.biz 
Joe Kleimanhttp://www.themedreality.com
Raised in San Diego on theme parks, zoos, and IMAX films, 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 has been News Editor and contributing author to InPark Magazine since 2011. HIs writing has also appeared in Sound & Communications, LF Examiner, Jim Hill Media, and MiceChat. His blog, ThemedReality.com takes an unconventional look at the attractions industry. Follow on twitter @themedreality Joe lives in Sacramento, California with his fiancé, two dogs, and a ghost.

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