Shedd Aquarium has opened the Immersion Theater developed in partnership with SimEx-Iwerks, as part of a wider strategy to enhance the guest experience and create additional revenue opportunities.

The attraction has transformed the aquarium’s Phelps Auditorium into a multi-sensory venue combining panoramic projection, environmental effects and interactive technology.

A new pre-show area allows visitors to engage with augmented reality marine animals before entering the theatre, while the auditorium features a screen that extends along the side walls to create a more enveloping visual experience. SimEx-Iwerks has also installed motion seats and effects including wind, mist, scent and dynamic lighting.

The theatre currently offers a series of short-format presentations focused on penguins, sharks and octopuses some in collaboration with the BBC, enabling Shedd to combine education and entertainment in a premium add-on experience.

“4D Experiences in this reimagined theatre will be more immersive than ever before, allowing our guests to not only learn about, but also feel what it’s like to be part of aquatic environments on the other side of the planet,” said Colby Sellers, senior director of guest relations.

“A core part of Shedd’s mission is to connect people with nature, and sensory experiences are a great way to spark a lifelong compassion for animals.”

Tickets are priced at US$5.95 for general visitors and US$2.95 for members, providing a supplementary revenue stream while encouraging repeat visitation.

According to SimEx-Iwerks, the redesign also improves operational efficiency through revised entry and exit routes that reduce congestion and speed guest throughput between screenings.

“This Immersion Theater was designed to push beyond the traditional 4D theater experience,” said Sean McAllister, senior VP at SimEx-Iwerks. “From the expanded side-wall visuals and interactive pre-show to the choreographed lighting, environmental effects and new seating technology, every element was designed to immerse guests in the story.”

The project forms part of Shedd Aquarium’s broader US$250m Centennial Commitment modernisation programme, which involves refreshing exhibits, improving visitor amenities and strengthening the attraction’s role as a major cultural destination in Chicago.

The experiences are

Penguins 4D

"Waddle along with emperor and rockhopper penguins as they overcome daunting obstacles on both land and sea. With 'spy cams' disguised as part of the huddle, groundbreaking technology brings viewers closer to these birds than ever before."

BBC Earth’s Shark

"A 4D Experience: Come face to face with some of the world’s most strange and mysterious shark species. These extraordinarily intelligent underwater giants each exhibit unique behaviors to navigate their ever-changing environment."

Octopus

"A Blue Planet II 4D Experience: Dive beneath the surface to explore our planet’s oceans and one of the most captivating creatures that dwells there: the octopus. Discover how this eight-tentacled wonder masters physical and mental strengths to outwit and escape predators."