Our history
From imagination
to immersion
Our journey of innovation and partnership since 1985.
1981
Company foundation
CEO Michael Needham and Executive Vice President Shiori Sudo founded the Toronto-based entertainment company SimEx.
1984
Pioneering Simulation
Michael Needham, Moses Znaimer and Shiori Sudo create Tour of the Universe™ at the CN Tower in Toronto, the world’s first flight simulator ride
1985
Iwerks Entertainment begins
Iwerks Entertainment is founded by former Disney executives Don Iwerks and Stan Kinsey.
1987
Asian market entry
Both SimEx and Iwerks entered the Asian market in the 1980’s with projects in Japan, Korea, China and the Philippines. SimEx-Iwerks has delivered over 120 projects in Asia since 1987.
1988
Tadanao Space Expo - Japan
SimEx’ first Expo with 30-seat simulator.
1989
Tour of the Universe Japan
SimEx opens its second Tour of the Universe experience in Japan.
1989
Iwerks simulation experience
Iwerks installed its first Turbo Tour simulation theater at Jaya Ancol’s Dunai Fantasi theme park in Jakarta, Indonesia. The theater is still operating today.
1992
Expo showcase in Spain
Iwerks delivered multiple theater systems to Expo ‘92 in Spain, including the Turbo Tour motion ride dome theater for the flagship Spanish Pavilion.
1993
Expo showcase in Korea
SimEx and Iwerks deliver five theater experiences for Taejon Expo ’93.
1994
Landmark production
Iwerks produced Dino Island for its growing ride simulation network of theaters. This very successful title has also run in 4D Theaters over its 30-year history and continues to enthrall guests.
1994
Empire State Building
SimEx opens the Skyride simulation theater at the iconic Empire State Building in New York City.
1996
Virtual Voyages™ launch
SimEx launched Virtual Voyages™, a 15-minute attraction with a three-stage storyline. Over 40 of these attractions were installed worldwide.
1996
Expo Showcase in Canada
SimEx delivers 40-seat simulation theatre for Canadian government.
1998
Industry recognition
Don Iwerks is awarded the prestigious Gordon E. Sawyer Award from the Academy of Motion Picture Arts & Sciences for lifetime contribution to the science & technology of motion pictures.
1998
Sequel success
Iwerks produced sequel to successful Dino Island carrying on the adventure with Dino Island II 3D: Escape from Dino Island, one of the world’s first 3D motion ride films.
2000
Iwerks 4D
Iwerks opens its first 4D Experience theater at OCT Happy Valley Shenzhen. Seven additional 4D theaters open at OCT’s Happy Valley parks between 2000-2022. SimEx-Iwerks has installed over 40 theaters in China.
2000
Brand expansion
Iwerks launched Extreme Screen™ brand that became the leading brand for 8/70 screen theaters.
2000
Academy Award® win
Iwerks wins the Academy Award® for Scientific and Technical Achievement with its 8/70 Linear Loop® projection system.
2001
SimEx acquisitions
SimEx acquires the assets of IMAX RideFilm, McFadden Systems and Showscan.
2002
Company merger
SimEx purchases Iwerks Entertainment merging the two companies.
2003
Universal Studios partnership
Designed the first full motion 4D seat for Universal Studio’s Shrek 4D Attractions in Hollywood, Orlando, Osaka and Singapore.
2003
Wildlife Conservation Society partnership
Our first project with WCS is an 18-seat reactor ride at the New York Aquarium. This long-term partnership has grown into several attractions across three properties. Two 4D Theaters at the Bronx Zoo, ropes course and Nature Trek attractions at the Bronx Zoo, two 4D Theaters at the New York Aquarium, and a 4D Theater at the Central Park Zoo.
2005
Warner Bros. collaboration
Partnered with Warner Bros. for exclusive 4D film content including our highly successful The Polar Express 4D Experience® and Happy Feet 4D Experience®.
2006
Shedd Aquarium partnership
Partnered with John G. Shedd Aquarium installing a non-motion 4D Experience®—launching our new partnership division.
2007
BBC content partnership
Partnered with BBC for exclusive 4D film content on the heels of successful Planet Earth series—developing on-mission content for the zoo and aquarium market.
2007
San Diego Zoo partnership
Our long-term partnership with the San Diego Zoo begins with an 18-seat reactor ride at the Safari Park. This led to additional 4D Theaters at the San Diego Zoo and a ropes course attraction at the Safari Park.
2007
National Aquarium Baltimore partnership
Partnership with National Aquarium begins.
2008
Merlin Entertainment expansion
Partnered with Merlin Entertainment to install 4D Theaters in four locations including the flagship Madame Tussauds New York.
2010
Nickelodeon collaboration
Signed partnership with Nickelodeon and brought custom Dora & Diego and SpongeBob SquarePants 4D Experiences® to market—with over 50 locations featuring the titles including Nickelodeon Hotel & Resort, the Bronx Zoo, San Diego Zoo, National Aquarium, and Georgia Aquarium.
2010
Carnival cruise expansion
Carnival Cruise Line opened first 4D Theater onboard ship with a total of three ships delivering 4D entertainment.
2010
Marvel partnership
Collaborated with Marvel Animation Studios and Merlin Entertainment to produce custom Marvel Superheroes 4D for exclusive show at Madame Tussauds New York, Hollywood, Las Vegas and Singapore.
2010
G8 Summit, Toronto
Installed TT2 simulators in reactor with custom film for Canadian government
2011
Central Park Zoo partnership
Partnership with Central Park Zoo begins.
2012
Media recognition
InPark Magazine Feature Article, Inventing Themed Entertainment about SimEx-Iwerks.
2012
20th Century FOX partnership
Partnered with 20th Century FOX for exclusive film content including the Ice Age franchise and Rio—Ice Age: Dawn of the Dinosaurs 4D, Ice Age: A Mammoth Christmas 4D, Ice Age: No Time for Nuts 4D and Rio 4D Experience.
2012
Patent
Patented SimEx-Iwerks 4D Theater seat design.
2013
SpongeBob SquarePants expansion
Created custom SpongeBob SquarePants: The Great Jelly Rescue 4D Experience in partnership with Nickelodeon. Show launches at Nickelodeon Hotel & Resort in Orlando and nearly 60 locations worldwide.
2013
Batman attraction
Custom BATMAN® branded Laser Maze developed with Warner Bros. and opens at The Adventuredome at Circus Circus Hotel & Casino.
2013
Technology patent
Patented SimEx-Iwerks’ Chronos show control for special effects theaters.
2014
Museum of Science partnership
Partnership with Museum of Science Boston begins.
2014
Non-cinematic expansion
First non-cinematic attraction opens at San Diego Zoo Safari Park with the themed ropes course, Jungle Ropes Safari.
2014
TMNT attraction
Custom designed Teenage Mutant Ninja Turtle Laser Lockdown laser maze opens at Nickelodeon Hotel & Resort in Orlando.
2015
Angry Birds partnership
Partnered with ROVIO and IMG to develop Angry Birds 4D. This highly successful show was featured at Thorpe Park, Columbus Zoo & Aquarium, Mystic Aquarium, Carnival Cruise Lines and Kentucky Kingdom.
2015
Holiday collaboration
Co-produced Rudolph the Red-Nosed Reindeer 4D in partnership with Character Arts and Bent Image Labs.
2015
Ice Age success
Ice Age: No Time for Nuts 4D launches at the San Diego Zoo. The show quickly becomes one of the highest performing 4D shows.
2015
Interactive character attraction
Interactive character attraction—SpongeBob SubPants Adventures opened at Moody Gardens in partnership with Nickelodeon.
2016
Flying Theater milestone
Largest flying theater project opening, Enchanted Kingdom, Agila: The Eksperience, a 105-seat motion theater and our first flying theater attraction.
2016
New product development
Developed new scalable flying theater attraction for locations worldwide.
2016
Partnership growth
Partnership division surpassed 50 partnership attractions in North America.
2016
TEA Thea Award recognition
SpongeBob SubPants Adventures at Moody Gardens wins prestigious TEA Thea Award.
2016
Thomas the Tank Engine collaboration
Partnered with Mattel to create custom show, Thomas the Tank Engine 4D: Bubbling Boilers. Show featured at many locations worldwide including Drayton Manor, Museum of Science, Boston and Columbus Zoo & Aquarium.
2016
Immersive experiences
Detroit Zoo opened the Polk Penguin Conservation Center featuring our projection mapped immersive entry experience.
2017
Attraction expansion
Second ropes course attraction, Treetop Adventure, opened in New York City at the Bronx Zoo.
2017
New partnership
Created Splash & Bubbles 4D Experience with Emmy® Award-winning Jim Henson Company and Herschend Studios.
2017
Co-production
Co-produced The Deep: Mystery of the Ancient Amulet 4D with renowned studio, Technicolor.
2017
Flying technology patent
Patented SimEx-Iwerks designed flying theater presentation method.
2018
The Simpsons partnership
SimEx-Iwerks partners with Disney to develop film content and a fully themed, stand-alone attraction, The Simpsons in 4D.
2018
Iconic store opening
The Simpsons' iconic Kwik-E-Mart opens in Myrtle Beach, South Carolina—a first-of-its-kind, fully realized interpretation of the famous convenience store.
2018
Warner Bros. collaboration
Warner Bros. blockbuster film, San Andreas, is developed into a 4D Experience and featured at the Italian theme park Gardaland.
2018
Nature experience
Custom designed, family-friendly, harness-free nature experience, Nature Trek, opens at the Bronx Zoo.
2019
The Simpsons grand opening
The Simpsons in 4D opens in Myrtle Beach—a fully themed, stand-alone attraction featuring The Aztec Theater. The 15-minute 4D show includes the Oscar-nominated animated short, Maggie Simpson in The Longest Daycare, and Gracie Films custom-created interstitials.
2019
IAAPA award nomination
The Kwik-E-Mart in The Simpsons in 4D attraction is named a finalist for the 2019 IAAPA Brass Ring Award.
2019
North American expansion
First FlyRide™ Flying Theater agreement signed in North America with planned 2020 opening.
2019
Content success
BBC's Shark 4D becomes SimEx-Iwerks' highest-grossing nature title to date.
2019
Technology patent
SimEx-Iwerks patents its designed modular stacked motion simulation system for FlyRide® attractions.
2020
European expansion
SimEx-Iwerks opens its European office in Amsterdam.
2020
U.S. FlyRide® Debut
SimEx-Iwerks patents its designed modular stacked motion simulation system for The first FlyRide® flying theater in the United States opens at Wilderness Resort in the Wisconsin Dells attractions.
2020
Media coverage
InPark Magazine features an article, "SimEx-Iwerks Helps Facilities Soar with New Flyride® Installs."
2020
Custom production
SimEx-Iwerks develops and produces an animated 4D experience, Mowgli's Jungle 4D Adventure, in partnership with the San Diego Zoo and award-winning Red Star Animation Studio.
2021
Content success
BBC's Octopus 4D debuts at Shedd Aquarium—becoming the second-highest grossing wildlife 4D Experience® to date.
2022
Retail milestone
One million show-inspired Squishees sold at the Kwik-E-Mart in The Simpsons in 4D.
2022
Asian market expansion
4D Theater experience opens at OCT Happy Valley Xiangyang.
2022
Technology innovation
SimEx-Iwerks designs the patent-pending seat armrest with an integrated special effects delivery system.
2023
New product development
SimEx-Iwerks develops a new Immersion Theater – first location identified to open in 2026.
2023
Aardman collaboration
SimEx-Iwerks partners with four-time Academy Award® winning animation studio, Aardman Animations, on The Bear & The Squirrel 4D Experience debuting in New York City at Central Park Zoo.
2023
Interactive wildlife
SimEx-Iwerks partners with BaltiVirtual to develop interactive wildlife encounters. Penguin, octopus, and shark encounters launched at the John G. Shedd Aquarium.
2024
Inclusive design
Designed the 4D Magic Cinema for Morgan’s Wonderland creating a ride experience for all abilities.
2024
SimEx-Iwerks restructures
In June, the company reincorporated with a new structure of management ownership. This significantly improved structure for growth to pave the way for another 30+ successful years ahead.
2024
Holiday partnership
New partnership with Timeless Pictures for Scrooge 4D: A Christmas Carol. Experience debuts at Jacksonville Zoo and Downtown Aquarium in Denver.
2025
Exciting times
Big things are happening! Our corporate rebrand, new logo design and website, new 4D films, new 4D theater and FlyRide® designs, and multiple new attractions will be launched this year.