During Apple Industries’ keynote breakfast event at the IAAPA Expo, a presentation was delivered by Brian Crosby, the creative director of Marvel themed entertainment.
Explaining what the brand had in store for the coming years across all its platforms, Crosby spoke of the super hero rides, attractions and experiences at all of Disney’s parks across the world and how they interconnect through the stories and adventures that they offer.
Similar to its cinematic universe, events that occur on a ride in Hong Kong Disneyland, for example, would directly link to other rides elsewhere in the world, creating an over arcing storyline.
Upcoming movies, TV shows, games and comic content were trailed along with what the Disney-owned company is exploring in experiential retail and conventions, cruises, marathons and pop-up events and attractions that tour globally.
Some of this content will be applicable to Apple Industries’ Marvel Adventure Lab, which has already seen over 70 different themes, characters, designs and layouts for the popular product - a product that Apple CEO Allen Weisberg was quick to remind the audience that “it’s not a photo booth, it’s literally an Adventure Lab.”
Speaking with InterGame, Marvel’s Crosby said of the immersive photo experience: “We’re really happy with it, I think anything that helps bring awareness to Marvel characters and lets people experience the brand in new ways is what we’re looking to be involved with.
“I think products like the Adventure Lab present the opportunity for us to get into regions and locations where we might not be able to do a big theme park project or something like that. It allows us to do something smaller and quick, to put it up and let people become part of the Marvel universe and experience it. It’s a great opportunity.”
While there are many licensed games products in the market that use other brands, the much sought after Marvel isn’t widely seen within arcades, FECs and similar attractions. Crosby explained: “We’re very selective, we want to make sure that anything we lend ourselves to meets our quality requirements and that it is something that we believe in as a product.
“We need to make sure that we don’t just slap the Marvel characters and brand on a product, that we’re doing something new and unique.”
In terms of machines, games and experiences for the location-based amusement sector, Crosby said: “It’s kind of a new space for us, but hopefully we’ll see more in the future.”
