PRESS RELEASE: IRON MAN 3 "Become Iron Man" Experience Coming To London This Weekend
"Become Iron Man" brings its UK tour to a close this weekend as it finally hits London. Hit the jump to read the press release from Disney as well as a trailer which better explains what fans should expect from the interactive experience.
Marvel’s highly anticipated movie Iron Man 3 is opening in UK cinemas on April 25; and Marvel is bringing this thrilling action-adventure to the big screen with a sensational opportunity for fans to become part of an interactive experience. ‘Become Iron Man’ uses ground-breaking technology and puts fans into the heart of the action by creating a virtual reality test flight, where anyone can take on the role of the legendary Super Hero – Iron Man.
Guided by Tony Stark’s computerised personal assistant Jarvis, fans get an exclusive preview of the film’s action and perform the main characters’ signature moves, whilst testing the armour’s readiness for the mettle-bending stunts that the film is going to unleash. Shooting repulsors, flying power and even dance moves of the rich playboy philanthropist Stark will bring fans closer than ever before to the action of the film, whilst wearing his latest suit Mark 42.
Developed by Marvel in partnership with augmented reality specialist Apache and supported by 3D provider RealD, the ‘Become Iron Man Experience’ uses cutting-edge motion-sensor technology to create a virtual experience, which feels very real indeed.
By building on the capacity of Kinect and enhancing existing technologies in the augmented reality space, Apache and Marvel have created a totally responsive, intelligent suit that repeats all body movements and creates a unique personal experience, empowering fans to Become Iron Man. Once calibration is complete, the Mark 42 armour assembles virtually on the body as it appears on the Kinect powered plasma screen. Pieces of armour are attached automatically or can be ‘called in’ using Stark’s actual moves from the motion picture.
Dan Radford, Digital Marketing Manager, Walt Disney Studios Motion Pictures UK says, "The experience is all about putting Iron Man fans closer to their hero. For all those people around the world who have dreamt of wearing his armour, this is a great opportunity to ‘suit-up’ and feel what it’s like to be Tony Stark."
A product of Stark’s research and perfection—his obsession since appearing in Marvel’s Avengers Assemble—the latest armour possesses new qualities and improvements that are introduced in the movie, like the ability for Stark to detach pieces of the suit, which could save his life.
It is one thing to watch heroic movies, but a whole other thing to become the main character and try out the heroic stature for yourself. That’s why ‘Become Iron Man’ experience is both a great introduction to the sequel and also a vital bridge to getting closer to the main character Stark, who is ever wittier and more of the man than the metal in this motion picture. We get to see Stark open up about his relationship with the woman in his life as well as his relationship with Iron Man.
The "Become Iron Man" experience continues its tour in the UK:
London Westfield Shepherds Bush – April 27 and 28
Dundrum Town Centre, Ireland – April 24
Marvel Studios’ Iron Man 3 pits brash-but-brilliant industrialist Tony Stark/Iron Man against an enemy whose reach knows no bounds. When Stark finds his personal world destroyed at his enemy’s hands, he embarks on a harrowing quest to find those responsible. This journey, at every turn, will test his mettle. With his back against the wall, Stark is left to survive by his own devices, relying on his ingenuity and instincts to protect those closest to him. As he fights his way back, Stark discovers the answer to the question that has secretly haunted him: does the man make the suit or does the suit make the man?
Robert Downey Jr. as Tony Stark/Iron Man
Ben Kingsley as The Mandarin
Gwyneth Paltrow as Pepper Potts
Don Cheadle as Rhodey/War Machine
Guy Pearce as Aldrich Killian
Rebecca Hall as Dr. Maya Hansen
Ashley Hamilton as Jack Taggert
James Badge Dale as Eric Savin
Jon Favreau as Happy Hogan
RELEASE DATE: April 25th, 2013 (UK). May 3rd, 2013 (US).
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