London Eye launches 4D cinema extravaganza
The London Eye has added a new dimension to its experience today with the opening of a 4D film for people to enjoy at no extra cost. The three minute short is screened in a purpose-built cinema 3D cinema with the addition of a series of special effects machines that blow smoke, wind, bubbles, snow, spray water and even emit fireworks smells into the audience throughout the production to bring the movie to life.
The story of the piece follows a little girl and her father on their day out sight seeing in London and the difficulties they have in appreciating the city's famous landmarks until they soar like the other star of the film, a 3D seagull, in the clear views at the top of the Eye.
The £5m project is part of a larger £17.5m investment in the UK's most popular paid for attraction which will also see each capsule on the wheel fully refurbished.