SimEx-Iwerks is a pioneer in developing immersive cinematic experiences, focusing on advanced entertainment technologies, films, and simulation equipment. Its attractions include 3D, 4D, motion simulation rides, and FlyRide theatres. These can be found in theme parks, museums, zoos, and aquariums worldwide.
Over the years, SimEx-Iwerks has created over 350 attractions in more than 40 countries. It has captivated audiences with innovative experiences incorporating the latest technology and high-quality intellectual properties.
In 2024, the company restructured, and a management-led group took over its assets to uphold the legacy under new ownership. As of June 2024, it operates as SimEx-Iwerks, marking a shift from its previous names, SimEx and Iwerks Entertainment.
To learn what this refreshed identity means for the company and the broader attractions industry, we speak to Kate Magnusson, vice president of marketing and partnerships; Sean McAllister, senior vice president of attraction development; and Mike Frueh, senior vice president of licensing and distribution. We also learn about some of SimEx-Iwerks Inc.’s innovative new products, including the 4D Immersion Theater and 4D Accessible Theater, and its vision for the future.
A new chapter
SimEx-Iwerks’ legacy is defined by its innovative simulation and 4D entertainment work. This began in the 1980s with founders Michael Needham and Shiori Sudo. By utilising storytelling, special effects, and partnerships with prominent studios, the company has significantly influenced the development of experiential attractions, making education and entertainment more immersive and engaging for millions of visitors.
However, as with many companies, the global pandemic had a significant impact on SimEx-Iwerks. During that time, the company focused on its partners and employees. The full impact of COVID-19 became apparent in 2024 when it became necessary to actively seek new investment in the company.
“We needed to make a big change to move forward,” says Magnusson. “We have great products, partners, business relationships, and a great team of incredibly talented people. Also, we have a very specific business model. We invest in long-term partnerships with our clients, including them in our content development and providing customised marketing support.
“It became apparent that the best people to invest in the company’s future were our dedicated team. We created a new company that is fully management-owned. This is an exciting time for us, and our rebrand is just the beginning.”
She adds that the refreshed identity is more than just a new logo. “It’s a reflection of our unwavering commitment to delivering high-quality, out-of-home experiences.”
“We’ve been in this business for a long time—35 years, in fact—delivering high-quality out-of-home cinematic experiences. That’s what people have always known us for,” says Frueh. “Our focus remains on what sets us apart: product innovation and content. We’ve built our reputation on the strength of our film and continue to invest in new titles, in our partners, and in a deeply partner-driven business model.
“We provide extensive ongoing support, from customised marketing and promotional campaigns to bringing our clients and partners into the film development process to be sure we’re delivering the stories their guests will enjoy. We’ve been doing this for decades and remain committed to it.”
R&D at SimEx-Iwerks
Increased investment in R&D is a key part of SimEx-Iwerks vision:
“Guest expectations are constantly evolving, and we want to ensure we provide experiences that exceed those expectations,” says Magnusson. “We have invested in new technologies, patented equipment, and designs to fully immerse guests with a mix of cinematic attractions. We are seeing a resurgence of interest in motion-based experiences, whether through motion simulators or our new motion seat.”
Frueh adds that, in a fast-moving industry, the company must continually adapt to changing demands, whether by integrating innovations or aligning with guests’ expectations for its products. “Our focus is on bringing families and friends together, especially when phones, devices, and television consume much of our attention. We want to create shared experiences that truly engage people in ways they can’t get at home.”
There’s a lot of conversation around personalising experiences. However, he explains that SimEx-Iwerks sees ‘individual’ not just as a solo experience but as something shared within a group—whether it’s friends or family.
“As a parent, I see firsthand how much time kids spend on personal devices. But the real magic happens when they come together to enjoy something as a group. We deliver experiential attractions that not only entertain but also educate, using innovative technologies and effects to create something truly special. It’s an experience that you can’t replicate at home.”
Ultimately, the goal is to deliver fresh, exciting, and impactful attractions. The team already has several new attractions to showcase, and more announcements will be coming later this year.
The Immersion Theater
SimEx-Iwerks has a reputation for creating engaging and memorable 4D experiences. “The 4D Theater has been a cornerstone of our business, delivering exceptional experiences and driving guest satisfaction and revenue for our partners,” says McAllister. “Developing our new Immersion Theater and several new attractions this year is our opportunity to take our cinematic attractions to the next level.”
Sharing more details about the new product, Magnusson says the Immersion Theater is the next evolution of the company’s acclaimed 4D theatre attractions:
“Building on the success of 4D experiences worldwide, we’ve integrated new, cutting-edge technology that elevates the immersive experience from the moment guests arrive. Our theatres feature a newly patented seat design with advanced technology that delivers personalised effects to each guest, ensuring a unique experience.”
For an even more engaging adventure, it also offers motion seats synchronised with the action on screen, providing an unforgettable sensory journey. “Additionally, we’ve enhanced the visual impact of the theatre with new projection and lighting features that extend the action beyond the screen. This creates a truly immersive environment. With these exciting advancements, the Immersion Theater will be a great addition to theme parks, zoos, aquariums, and more.”
“These enhancements elevate our films and their stories, making them more impactful than any other form of content consumption,” says Frueh. “We want to deliver experiences and IPs in ways that television and phones can’t do.”
The Accessible Theater
Meanwhile, SimEx-Iwerks new Accessible Theater was born from a collaboration with Morgan’s Wonderland, the Ultra-Accessible Theme Park in San Antonio, Texas.
“They came to us to develop an inclusive 4D experience that captivates all visitors, regardless of their abilities. We thrive on challenges that inspire innovation, and the result was incredibly well received by Morgan’s guests. This project sparked a passion for us to develop a similar product to create new opportunities for people of all abilities to have the same thrilling experience.”
One highlight is the groundbreaking wheelchair motion platform, which enables wheelchair users to enjoy synchronised motion effects with everyone else. “Our space roller coaster content delivers the opportunity to feel the thrill of a coaster experience in a secure environment. This ensures an inclusive and enjoyable experience for all visitors.”
“I’m incredibly excited about the Inclusive Theater,” says Frueh. “Morgan’s Wonderland approached us with a vision to create something genuinely groundbreaking: a roller coaster-type experience that could be enjoyed by guests of all abilities, including those in wheelchairs or with other physical challenges. They wanted to deliver a real, immersive thrill ride, and we were honoured to help make that a reality.
“We ensured operators had the flexibility to adjust effects on a case-by-case basis. For example, if a guest has sensory sensitivities, the show can be modified to suit their needs better. Every detail was considered to make the experience as inclusive as possible, and the response has been overwhelmingly positive.
“We see this as a powerful extension of what we do and are eager to develop this concept further. We are fully committed to creating attractions that provide truly inclusive, world-class experiences for guests of all abilities.”
More to come from SimEx-Iwerks
The company will soon announce a new location for its FlyRide attraction and several new locations for the Immersion Theatre.
“We also have new products to announce,” says Magnusson. “This spring, we will launch an exciting new attraction that will immerse guests in a new way and on a new scale. We also have a new attraction for parents with toddler-age children. Our goal is to deliver unique experiences that are meant to be shared.”
“I think parents appreciate experiences designed for their kids—seeing them fully engaged, having fun, and sharing in that joy,” says Frueh. “A great example of this happened while we were programming lighting effects at one of our theatres in New York, at the Central Park Zoo. We were testing the lighting during a live show. That happened to be attended by a group of young school-age children on a field trip.”
“We were only recording to check how the lighting looked. But what we captured was utterly unexpected—pure, unfiltered reactions from the kids. They were laughing, screaming excitedly, standing up, and completely immersed in the experience. It was such a special moment for us. In the day-to-day design and running of these attractions, you don’t always get to see those firsthand reactions.
“It was a great reminder of why we do what we do. You need to sit with your guests, watch their experience, and see what truly resonates with them. That shared joy, the way they look at each other and laugh—that’s the kind of engagement that makes these experiences so special.”
Content & partnerships
SimEx Iwerks has always been renowned for its extensive film library, as well as its strong relationships with IP owners and content partners worldwide. It will leverage this vast content catalogue to complement the new theatres.
“We continue to drive the success of our theatres with a strong library of high-performing 4D films,” says Magnusson.
“Shark 4D Experience remains one of our top shows. Meanwhile, the addition of Scrooge 4D: A Christmas Carol this past year has further enhanced our seasonal film options. We are committed to expanding our film library with exciting new content that complements our immersive attractions. We will have more announcements around film in the coming year, with two new titles this spring and more by Memorial Day.
Frueh adds: “We have strong relationships with IP owners and content partners worldwide. Film development has been a core strength since the company was founded. Our film team is the best in the business, not just from a creative standpoint in putting shows together but also on the technical side of delivering content and providing marketing support.
“One of the key ways we support our clients is by acting as an extension of their marketing team. Operators are finding new ways to market their experiences. So, they need strong, adaptable marketing support to go along with that. Our team provides everything from video and promotional materials to customised marketing strategies. This ensures our partners have what they need to drive engagement and excitement.
“We will continue working closely with our IP partners and content developers worldwide, as we always have. This commitment to collaboration and innovation is what we do—and what we do exceptionally well.”
Staying ahead of the trends at SimEx-Iwerks
The 4D experience is still evolving, and as SimEx-Iwerks continues to innovate, its focus remains on enhancing the guest experience by creating more immersive, engaging, and cinematic journeys.
“Our goal is to deliver attractions that not only entertain but also provide unforgettable moments for our audiences that can’t be delivered at home,” says Magnusson. “We believe the key to staying ahead of trends lies in our approach to blending well-known intellectual properties with original, high-quality films. This combination ensures that our guests experience a balance of familiarity and fresh content, keeping them coming back for more.
“We are confident that our experiences will continue to perform well across various locations, allowing us to maintain our position as a leader in this space.
Looking ahead, she adds that the company will continue introducing new cinematic attractions in the coming year. This will keep its offerings at the forefront of industry trends while consistently delivering experiences that guests will love.
A significant trend that shows no signs of going away is the demand for more personalised immersive experiences.
“Our new inclusive theatre is highly personalised. We allow the operators to change various effects and settings for each guest and show,” says McAllister. “A personalised experience applies at the family level. We want families to engage with each other—laugh together, learn, and create fun memories together.”
Another exciting addition is a dynamic pre-show space featuring virtual encounters and themed photo opportunities. This new element adds a fun, interactive layer for guests, allowing them to engage in a unique and personalised way before the main experience begins.
“It’s all part of our commitment to delivering richer, more immersive experiences that both captivate and delight guests.”
A vision for the future
As SimEx-Iwerks launches its new branding, the team is dedicated to continuing to deliver high-quality, immersive experiences that audiences crave.
“Post-pandemic, there’s a heightened demand for innovative, engaging content that offers a safe yet thrilling experience,” says Magnusson. “We see a significant opportunity to enhance our offerings with new technologies and expand our film library. We’re also focusing on personalised, interactive elements that create deeper connections.”
Combining its immersive cinema expertise and evolving guest expectations, the firm is poised to offer unforgettable experiences that stand out in the rapidly changing entertainment landscape.
“We will continue pushing the boundaries of immersive entertainment, staying at the forefront of the industry, and creating attractions that resonate with diverse audiences. Our experience creates additional revenue opportunities for our clients while providing entertainment. That drives us to ensure a high-quality attraction for guests. We aim to expand our North American locations and our global presence.
“Our focus is on creating lasting, meaningful connections through our attractions—blending both technology and storytelling in ways that keep guests coming back for more.”
Frueh adds that SimEx-Iwerks has been at the forefront of cinematic experiences for nearly 40 years, and that legacy continues:
“Many of us have been with the company for decades. Over that time, we’ve seen the industry evolve in incredible ways. But at its core, our mission remains the same. We want to take people on journeys and tell stories in ways that simply can’t be experienced at home. That was true 40 years ago and is still true today.
“Now, more than ever, in a world where people are constantly pulled into their phones, tablets, and televisions, there’s something special about stepping away from those screens and sharing a real, in-person experience. Bringing families and friends together to talk, laugh, and learn—that’s always been at the heart of what we do. And we see endless opportunities to keep creating those moments.”
