HULKBUSTER

Overview

After our Become Iron Man experience astounded onlookers in 18 countries across four continents in 2013, Disney and Marvel came to us to take it to the next level for the release of Avengers: Age of Ultron.

Capturing the explosive excitement of the now-iconic Hulk versus Hulkbuster scene with a 1:1 recreation of its Johannesburg location was a creative and technical challenge. Add to the mix dynamic Sub-Ultron AI, destruction physics, an Augmented Reality suit-up, and highly responsive Kinect controls and you've got the recipe for our most ambitious creation to date.

Results

The Hulkbuster experience rolled out to six IMAX locations across the UK and another 8 countries around the world. To this day, the Avengers Hulkbuster experience continues to thrill players and onlookers, with player photographs extending its reach globally as they spread via email and social media.

Enhancements

We have continued to see sustained demand for the Iron Man / Hulkbuster experience, and have produced a number of variations for local markets since first going live in 2015, such as the ability to select different suits, new and varied environments, and integration with bespoke back-end photo systems.

We now have experiences touring across the globe, as well as permanent installations in Disneyland Hong Kong & Shanghai, IMG Worlds of Adventure, and MoPOP Seattle.