Merlin signs landmark deal with Marvel
30-Mar-10by Annie Byrne
In a branding deal, attractions operator Merlin Entertainments Group has signed the rights to create a Marvel Super Heroes 4D attraction and event space in London. Occupying 900sqm over three floors, the experience will include wax figures, interactive themed areas and an eight-minute animated 4D presentation screened in Madame Tussauds’ domed auditorium. It is scheduled to open in June 2010. “The new experience at Madame Tussauds is an exciting addition to one of London’s favourite party venues,” says GM for events at Merlin, Michael Aldridge. “The new venue is due to open in June and will provide an exciting additional event space that can be used together as part of the Madame Tussauds and separately as a stand-alone venue.” The opening of Marvel Super Heroes 4D is the beginning of a five-year deal between the two entertainment giants, and represents a significant investment by Madame Tussauds.