ETF Ride Systems, Holovis, and Merlin Entertainments Introduce a Dark Ride for Legoland New York Resort
When Legoland New York Resort opens on July 4, 2020, it will feature the “Lego Factory Adventure Ride,” a dark ride that turns guests into Lego minifigures using on-ride tracking technology. ETF Ride Systems (Booth #5140), Holovis (Booth #1378), and Merlin Entertainments presented the ride’s ETF trackless motion vehicle during a press conference on Tuesday.
“We are excited to unveil something we’ve never done before,” said Julie Estrada, head of public relations North America for Merlin Entertainments. “It’s how we use real-time media, personalized content, intuitive invisible tracking technology to converge in creating the world’s first ‘Lego Factory Adventure.’”
Holovis CEO Stuart Hetherington said the ride puts guests in the heart of the storytelling using HoloTrac technology and the company’s attribute recognition module.
“We’re going to be analyzing [guests’] hair colors, looking at hair styles, deciding whether they have glasses on, the color of the clothes they’re wearing, and then in real-time when they get into that magic moment scene, they’re going to be transformed into that amazing life-size Lego minifigure,” he said. “That’s all done seamlessly while the guests are passing through this experience.”
etf.nl, holovis.com, legoland.com/new-york