The Simpsons in 4D
The Simpsons in 4D was a themed 4D cinematic attraction located at Broadway at the Beach in Myrtle Beach, South Carolina. Based on the animated television series The Simpsons, the attraction consisted of a recreation of Springfield's Aztec Theater, a 4D theater experience, and an adjacent recreation of the Kwik-E-Mart. It was developed by SimEx-Iwerks Entertainment in partnership with FoxNext Destinations and Gracie Films.
History
The attraction was announced on August 9, 2018, as a new The Simpsons-themed attraction for Broadway at the Beach. The project was described as a first-of-its-kind experience designed to bring Springfield into a real-world entertainment complex. The attraction was planned as a combination of a themed Kwik-E-Mart and a ticketed 4D experience housed inside a replica of the Aztec Theater.
The main presentation was approximately 15 minutes long and accommodated 85 guests at a time. The experience used 3D projection, motion seats and synchronized 4D effects. SimEx-Iwerks described the attraction as incorporating projection mapping, motion seating, and choreographed effects.
Contemporary reports described physical effects including vibrating and moving seats, water effects and smells synchronized with events on screen. The experience was presented as a family-friendly motion attraction rather than a conventional roller coaster or simulator ride.
The presentation incorporated the Academy Award-nominated animated short Maggie Simpson in The Longest Daycare, along with custom-created The Simpsons interstitial material produced for the attraction.
After completing the theater experience, guests exited into the adjacent Kwik-E-Mart. The store therefore served both as a standalone retail location and as the final component of the attraction's themed environment.
Kwik-E-Mart
The Kwik-E-Mart was designed as a fully themed recreation of the fictional Springfield convenience store. In addition to merchandise, the location sold food and beverages based on products appearing in the series, including Buzz Cola, Lard Lad Donuts, Heat-Lamp Hot Dogs and Squishees.
The store included numerous references to The Simpsons, including merchandise and decorative details based on individual episodes. Among the reported items were a Mr. Sparkle figurine and a freezer referencing Frostilicus.
SimEx-Iwerks later reported that more than 2 million visitors had visited the Kwik-E-Mart and that approximately 200,000 retail items had been sold, including more than 70 custom products.
Reception and recognition
The attraction received coverage from local and industry publications following its opening. Reports highlighted its combination of a highly themed environment, 4D effects and the recreation of locations from the television series.
The Kwik-E-Mart component was named a finalist for the 2019 IAAPA Brass Ring Awards, according to SimEx-Iwerks.
Closure
The Simpsons in 4D ceased operation in 2024. By late April or early May of that year, the theater and adjacent Kwik-E-Mart were reported as permanently closed, and the attraction was subsequently removed from Broadway at the Beach's attraction listings.
