| Marvel Experience | |
| Cost: | US$30 million |
| Manufacturer: | Absolute Hollywood |
| Designer: | Aaron Sims |
| Sitearea Sqft: | 80000 |
| Duration: | 2 hours |
| Pay Per Use: | $27.50 |
| Custom Label 1: | Lead producers |
| Custom Value 1: | [1] |
| Custom Label 2: | VFX and animation |
| Custom Value 2: | Rhythm & Hues Prana Studios |
| Custom Label 3: | Previsualization |
| Custom Value 3: | Third Floor |
| Custom Label 4: | Composer |
| Custom Value 4: | Randy Miller[2] |
| Custom Label 5: | Production Companies |
| Custom Label 8: | Website |
The Marvel Experience: The World’s First Hyper-Reality Tour was an ambitious mobile interactive attraction that aimed to bring the Marvel Universe to life through immersive experiences. Launched in late 2014, this touring event was a collaboration between Marvel Entertainment, Hero Ventures, and S2BN Entertainment.
The attraction was set within a series of large inflatable domes, covering about 2 acres, and was designed to provide a fully immersive experience for Marvel fans. Visitors could engage in various activities, including interactive games, motion rides, 3D and 4D experiences, augmented reality, and more, all centered around Marvel’s iconic superheroes. The event featured characters like Spider-Man, Iron Man, the Hulk, and the Avengers, with a storyline that allowed attendees to become S.H.I.E.L.D. recruits and help save the world from a global threat.
Despite its innovative concept and technology, The Marvel Experience encountered several challenges during its tour. The attraction faced mixed reviews from attendees, with some praising the immersive environment and others pointing out issues such as technical glitches and long wait times. The tour initially visited several U.S. cities, including Dallas, Philadelphia, and San Diego.
However, after a short run, The Marvel Experience was abruptly canceled in early 2015, with the remaining tour dates being scrapped. The reasons for its closure included logistical challenges, operational costs, and the need for improvements that could not be addressed in time.
Since then, The Marvel Experience has remained inactive, with no official plans for its revival.
As early as 2011, Hero Ventures approached Marvel Entertainment about a traveling attraction. They agreed upon a seven-figure upfront licensing fee with a media royalty of 15% median royalty. Hero Venture then sought out additional funding for the project.[3]
On August 22, 2013, Marvel Entertainment announced that it was working with Hero Ventures on The Marvel Experience, a traveling production and attraction.[4]
On January 9, 2014, Hero Ventures unveiled the dome design image. On October 10th, tickets went on sale. A preview of the Experience was scheduled for Phoenix from December 12th to January 3rd, 2015, then officially premiered on January 9, 2015, in Dallas.[5]
Due to its popularity, Hero Ventures announced an extension of the San Diego stay until March 1, 2015, and a shift in plans to visit Philadelphia before heading to Chicago, New York, and St. Louis for the show's opening in April of 2015.[6] Instead, the show was reworked. The tour went to Philadelphia, with plans to visit Chicago, New York, and St. Louis. In July, Hero Ventures announced that the show's summer tour would end prematurely, after only a three-week run in Philadelphia, for reasons not disclosed. Prepaid ticket holders were given refunds.[7]
| Dates | City | Location[8] | |
|---|---|---|---|
| - | Phoenix | Salt River Fields at Talking Stick | |
| - | Dallas | Cotton Bowl | |
| - | San Diego | Del Mar Fairgrounds | |
| - | Philadelphia | Lincoln Financial Field[9] |
Each tour stop was slated to last between 17 and 24 days. The cost of each attraction location is estimated to be $2.5 million. However, this cost is offset by the sales of tickets, merchandise, and concessions from a rented 2-acre space. The attraction is capable of receiving no more than 10,000 visitors, and there will be scheduled entry times for attendees every seven minutes to prevent overcrowding.
The $30 million attraction consisted of a dome complex, which is equivalent in size to two football fields. It featured a "4D motion ride", projected animation, motion comics, virtual reality, and holographic simulations along with social media.[4]
Movie conceptual artist Aaron Sims was the designer on the attraction[10] with Jerry Rees, as director and VFX by Rhythm & Hues and Prana Studios. Lexington Design + Fabrication produced the interactive elements.[11] The mobile dome complex is designed to look like a S.H.I.E.L.D. Mobile Command Centre.[12] Domes were chosen to avoid renting existing facilities, which can consume up to 25% of the ticket price.
The domes were constructed from PVC resin, polymer, and other components. The structures, designed by Absolute Hollywood live event company, were six stories tall.
Attendees interacted with several Marvel heroes and S.H.I.E.L.D. agents during the two-hour performance,[3] [13] in which they fought Hydra with a final battle against the Red Skull, MODOK, and their Adaptoids.[14]
Kevin Smith was revealed in Del Mar, California as the voice of M.O.D.O.K.[6] Producers Michael Cohl and Jeremiah J. Harris were involved in producing .[7]
| Hero Ventures, LLC | |
| Type: | private Limited liability company |
| Industry: | Entertainment |
| Successors: | --> |
| Foundation: | in Los Angeles, US |
| Location City: | Westwood, Los Angeles |
| Location Country: | USA |
| Locations: | 2 |
| Production: | Traveling attractions |
| Equity: | $16.5 million |
| Num Employees: | 50 |
Hero Ventures, LLC is an entertainment company that produces traveling shows.[15] The company is based in Westwood, Los Angeles.[16]
In 2009, Rick Licht started working full-time on a yet unnamed venture which was his and Doug Schafer's business idea that they had been discussing over the years. In 2011, Licht was joined by Schaer as chief operating officer and Jason Rosen as chief production officer.[3] Hero Ventures first approached the National Baseball Hall of Fame for a dome show but was turned down. They then developed a new list of project partners that was topped with Marvel Entertainment, who agreed to a seven-figure licensing deal for the movable dome show, which brought on Michael Cohl and Jesse Harris to pay the upfront fee.[3]
Hero Ventures (HV) was formed into a Limited liability company on November 14, 2012 in Los Angeles[17] by Licht, Schaer and Rosen.[18] Before the August 22, 2013 announcement of its first project, The Marvel Experience, the company received "A" round investment commitments from Steve Tisch, Roy P. Disney & Shamrock Holdings, Maurice & Paul Marciano, WWE, Vista Equity Partners president Brian Sheth, Ross Hilton Kemper, and Enlight Media to fund that project.[18] [19] This raised funding of $16.5 million allowing them to move into an office in Westwood, Los Angeles and start taking salaries. Additional funding came from advances on royalties from vendors and $10 millions from co-production partners with some partners taking profit participation.[3] With the announcement of Marvel Experience, several other IP holders started making inquiries about doing similar projects for their properties, but HV held off on additional attractions until its current project was shown a success.[20]
On October 10, 2014, The Marvel Experience tickets went on sale.[5] In early December 2014, Magic Johnson was announced as an investor and member of its Board of Managers.[21] A preview of the experience was scheduled for Phoenix from December 12-January 3, 2015, with an official premiere on January 9, 2015, in Dallas.[5] They are no longer touring.