The Cinesite team recently returned from Orlando, Florida, where we joined the excitement at the IAAPA Expo, the premier global event for the attractions industry. The Cinesite immersive division was on the ground to connect with fellow innovators, scout emerging technologies, and share how our world-class services are actively shaping the future of location-based entertainment (LBE).

Our team—including myself, Business Development Manager Michelle Mateus, Head of Production Chris Fitzpatrick, and New Business Consultant Niall Cooper—were on hand to discuss the challenges and possibilities inherent in bringing the next generation of immersive projects to life.

Cinesite’s approach to LBE draws directly upon our rich heritage in world-class visual effects and animation. Our work goes beyond simple media creation; it is about strategically blending cutting-edge technology with deeply captivating storytelling to create a profound sense of ‘presence’ that leaves a lasting, emotional impact on audiences.

In this blog, I’ll share our top three key takeaways from the Expo, highlighting the major trends that will define the attractions market in the coming years and how Cinesite is perfectly positioned to meet these demands.

Takeaway 1: Immersive Storytelling & Next-Gen Tech

The exhibitors on the conference floor did an incredible job not only showcasing their key projects, but also inviting us to be part of the journey. There were many interactive experiences we could engage with first-hand from VR roller-coaster simulations to design your own projection mapped car to immersive flying theatres. The consistent message across these experiences was the importance of creating shared moments, evoking genuine (and intense) emotion, and becoming part of guests’ lasting memories.

Guest expectations are now significantly higher due to increased exposure to premium digital experiences, cinematic content, and highly immersive environments across entertainment, gaming, and social media. Being able to bring in our VFX and animation resources can help bridge this gap by elevating guest attention, emotional response, and long-term retention of what they’ve experienced.

Spotlight: The Gold Standard of Integration

A personal highlight of the trip was revisiting The Bourne Stuntacular at Universal Studios—a project the Cinesite team helped bring to life in 2020. Even years later, the experience remains a masterclass in “presence.”

It isn’t just about the visuals; it’s the seamless synchronization of physical props, pyrotechnics, and live stunt performers against a backdrop of our high-fidelity digital environments. Seeing the audience’s reaction reminded me why we do what we do: when the boundary between the physical and digital vanishes, the immersion becomes absolute. High-quality content is the “glue” that holds these complex layers together; without it, the illusion fails.

High quality content is vital for experiences like these, as it is the foundation that elevates immersion and believability. It was fantastic to see and hear about the innovative ideas my peers and new contacts have been developing, and inspiring to witness the creative direction the industry continues to move toward.

Takeaway 2: Operational Efficiency and Content Pipelines

It’s encouraging to see increased collaboration across disciplines, with teams aligning earlier and more openly around the overall vision, end goals, scalability expectations, and budget considerations. This transparency enables teams to identify the most effective and practical solutions, while still delivering on the client’s core objectives.

There is a strong push toward creating a seamless digital guest journey, extending from ticket purchase through to the in – park experience. Designers are continuously thinking beyond the ride or core attraction itself, exploring ways to immerse guests and establish the narrative well before the main event begins, while also making queue times more bearable. This includes leveraging digital touchpoints during ticketing, pre-arrival content, and queue experiences to build anticipation, deepen engagement, and ensure the story unfolds cohesively from start to finish.

Takeaway 3: The Demand for “Authenticity” and Quality

As experiences grow in complexity, clients are increasingly challenged by the balance between budget and rising guest expectations, placing a large critique on what truly delivers value. There is a clear demand for photorealism and high-fidelity content in location-based entertainment, with environments and assets expected to meet near movie- quality standards and withstand close scrutiny from guests. To combat growing “experience fatigue” and avoid underwhelming or misleading attractions, the industry is placing greater emphasis on working with proven, high-quality partners who can reliably deliver on the promise of the experience. We’re lucky to have the team and resources to correctly translate the world building we would create in feature films and episodes into a more tangible installation where guests can enjoy, share and return time and time again.

It was an absolute pleasure meeting with the top innovators and creators, hearing about their industry experiences and expertise and geeking out about all things experiential. There was a great energy and excitement for the future of experiences.

Our time at IAAPA 2025 was incredibly insightful. The overwhelming message is clear: the attractions industry is embracing complexity, demanding higher fidelity, and focusing on personalised experiences enabled by real-time technology and AI.

For Cinesite, these trends confirm that our experience is more vital than ever. The requirements for next-generation LBE experiences—photorealistic VFX, complex character animation, and robust, efficient content pipelines—are exactly the core strengths we have refined across decades of delivering for feature films and episodic content. We don’t just create media; we provide the depth of expertise needed to manage the technical and creative demands of high-stakes, high-quality immersive environments.

We are excited to stand at the intersection of Hollywood-grade visual storytelling and cutting-edge location-based technology. If you have an idea for an attraction that pushes the boundaries of presence and immersion, we want to hear it.

Ready to bring your next immersive vision to life? Contact our team today to discuss how Cinesite can transform your concept into a truly unforgettable experience.