Volume 3, No. 19. October 10,2003
New Arrivals
It’s
a Matrix exhibit!
Warner Brothers Movie World in Gold Coast, Australia, announces the arrival
of the Matrix Exhibit, September 20, 2003. Measurements: about 2,800
square meters (30,139 square feet), seven real Matrix movie sets, countless
authentic and replicated props, 15 Mr. Smiths. Delivered by Brandi Exhibitions.
The popular Matrix film franchise was filmed at Warner’s studios
in Australia where the movies, including the sequels, are huge hits and even
bigger hits elsewhere in the Asian market, so it only seemed natural that the
studio’s sister complex, the theme park, should showcase the show’s,
well, case.
That showcase, however, is more than a display of movie memorabilia. It is a
full-scale interactive exhibit featuring actual sets from the film with large
plasma screens showing scenes from the movies set in those sets. Smaller galleries
feature some of the props used in the films. Fifteen of those props reside in
one room that starts off in pitch-black darkness when a spotlight illuminates
the evil Mr. Smith, played by Australian actor Hugo Weaving. Then another Mr.
Smith appears, and so on until 15 of the wax models used in the Matrix Reloaded’s
famous cloning sequence are standing before the guests.
“It’s very much about being in the set and a part of the set and getting
the educational experience from guides who walk and talk people through the
area,” said Steve Peet, chief operating officer for Warner Village Theme
Park Group. “We don’t just explain the movie but show how it was made.”
Some of the exhibits, therefore, are more interactive. At one point guests can
enter a phone booth, where the phone rings and if the guest answers he or she
will hear “You’re in!” a re-enactment of a scene in the first
movie.
Of course, if you haven’t seen the first movie, you won’t understand
the significance of that scene and the pivotal line “You’re in.”
That, though, doesn’t seem to be a factor in guest reaction to the exhibit.
“Everyone’s really enjoying the exhibit because it’s so educational
about movie making,” Peet said. “The Matrix fanatics, they
spend a long time in the exhibit. For those who have not seen The Matrix,
they are fascinated with all the aspects of how the movie is made.” And,
perhaps, will determine to see the movies.
Ah, synergy. That synergy goes both ways. The third installment of the film
trilogy is due in November. “That will make this (exhibit) one of those
attractions that’s going to be top of the mind right through the important
holiday period,” Peet said. Then, video releases of the two sequels throughout
the rest of the year should cause further spikes. The exhibit is contracted
to stand for at least 12 months, and could last much longer depending on demand.
“By its essence it’s still an interesting exhibit from an educational
point of view,” Peet said. “We do see ourselves as a movie studio
theme park and need to keep contemporary by linking things back to the movie
industry.”
THE LOOP is written and produced by Eric Minton, Minton Enterprises, LLC. To see more examples of Eric Minton's work and Minton Enterprises services, visit www.ericminton.com.
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