The first Marvel Experience-branded attraction to land in South-east Asia, The Marvel Experience: Thailand, has opened at the Megabanga mall in Bangkok.
Spanning two hectares, The Marvel Experience: Thailand is divided into two main zones: The Reception Building and The Attraction Zone.
The Reception Building includes the ticket office, Avengers Café, Super Hero Snack Bar and the Marvel Adventure Zone for kids. It also features the Marvel Experience Super Store, offering guests a range of Marvel licensed products, including an exclusive selection of The Marvel Experience Thailand merchandise.
The Holding Zone Beta is the prepping area before the future agents head into battle in the Attraction Zone. This is the active zone where S.H.I.E.L.D agents young and old can join a two-hour battle alongside the Marvel Heroes in a combination of immersive hyper reality, interactive and multimedia technology games, as well as augmented and virtual reality simulations.
The experience also includes a 4-D Motion Ride, a 360-degree 4-D stereoscopic projection dome as well as the chance to come face-to-face with Marvel heroes.
Rick Licht, CEO of Hero Ventures, stated: “From our success with the launch of The Marvel Experience (TMX) in the United States of America and elsewhere, a number of countries have reached out and invited us to bring TMX to them. As Thailand is a major fanbase for Marvel, we believe that Thailand is the perfect country to which we should bring this adventure.
In Thailand, TMX is collaborating with local partner Hero Experience to manage the installation. Hero Experience hopes the attraction will be a key tourist attraction in the city to help increase tourism numbers for Thailand, according to co-CEO Surakiat Thienthong.
Surachart Thienthong, CMO of Hero Experience, said: “We plan to communicate with both Thai people and international tourists. For Thailand, our strategy is to integrate marketing communication across all media channels: TV, radio, online, out-of-home media, including marketing activities every month. (For the international market), we will promote through media and key influencers in each country as well as find the right travel agent partners to broaden our target groups.”