Reykjavik | It takes some time to discover Iceland’s breathtaking landscape – after all the second largest country in Europe by area. For those on a stopover or dealing with bad weather, there is Flyover Iceland – a 5D cinema experience where viewers fly across the country in just 30 minutes. While sitting on movable seats with their feet dangling, they are immersed in the flight, which takes place in front of a 20-meter spherical screen. invidis took off for a test flight.
During a visit to Iceland, invidis explored digital signage and DooH projects, meeting with integrators and creative agencies around Reykjavik. With winter’s sleet and only a few hours of daylight, there was little time to enjoy Iceland’s natural wonders. However, the Denver-based Tourism and Hospitality Group Pursuit designed an attraction perfect for visitors like me: the 30-minute 5D cinema experience, Flyover Iceland, located in the heart of Reykjavik.
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“Like you’re flying”
The operators of Flyover Iceland would certainly object to calling their experience “just” a 5D cinema. The 3D film in a 20-meter tall dome is enhanced with special effects like wind, fog, and scents. The highlight, however, is the full-motion seating combined with a wraparound screen, creating an experience similar to a rollercoaster, with feet dangling in a confined space.
The movements of the seats are synchronized with the movements of the film, so that the audience feels like they are part of the story that is unfolding before their eyes. The film is a 30 minutes flight across Iceland, recorded with special cameras on helicopters.
A professional film team spent more than a year capturing over 20 natural highlights of Iceland. From ancient ice formations and mountains to the breathtaking Dyrhólaey cliffs and the Landmannalaugar nature reserve.
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Pursuit operates Flyover Experiences also in North America
Pursuit also operates similar Flyover Experience Centers in North America, along with lodges in national parks, cable cars, and excursion boats. In Reykjavik, Pursuit also manages the Sky Lagoon, a bathing lagoon in the heart of the city. What’s remarkable is how successfully the company has increased the average revenue per visitor year after year.
The tourism group generates over 90 US dollars per visitor at the Lagoon in Iceland. While the average time spent at the Flyover experience is much shorter than at the lagoon, Pursuit has extended the main Flyover experience with additional pre-shows produced by Moment Factory. This Montreal-based digital creative studio is also known in the digital signage industry for its elaborate staged experiences at airports like Singapore Changi and Los Angeles LAX.
