London Eye reveals £5m cinema experience

The newly named Merlin Entertainments London Eye unveiled its £5m cinema experience at County Hall today (12 August).

London Eye gets new £5m cinema experience
London Eye gets new £5m cinema experience

Visitors to the attraction will now be able to enjoy the multi-sensory 4D experience, which comes complete with life-like effects such as wind, snow and bubbles, as part of their ticket.

The four-minute film is the first live action 4D attraction film ever produced in the UK and focuses on the journey of a little girl and her father in the capital.

There is already talk of the 160-capacity space being used for corporate events, with clients having the option to screen their own 2D, 3D or 4D videos.

Event reported in May how Merlin Entertainments is spending £12.5m on improving and upgrading the attraction over the next three years.

"The customer experience is at the heart of everything we do here at the London Eye, and the innovative 4D cinema and bespoke film will offer visitors more value for their money, along with creating an exciting and memorable journey," said divisional director of London Midway attractions, Merlin Entertainments, David Sharpe.

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