Bit hard for the London Eye to expand, one would have thought - not like they can make it taller. So what are they gonna do for kicks once the novelty's worn off? Make the thing go faster? Well, you know, owners Merlin Entertainments (who scarily seem to own a large chunk of Britain's fun) have come up with a pretty good idea: they've installed the world's 'greatest' (their tag, not ours) 4D cinema at the base of the attraction to create what is possibly the world's greatest (our superlative this time) queueing experience.
We sent a mole down to the press launch this morning to offer some first impressions...and they were generally pretty favourable:
One of the coolest films of London I've seen: you swoop over and around The Eye with a seagull, bollywood dancers sweep material over your head, a Chinese dragon roars at you, snow falls on you, water drips on you, fireworks go off, and you can smell the smoke... Sure, once its all over, you're still in the queue for the Eye proper, but it was fun nevertheless!
Merlin are anxious to stress their commitment to the country's newest icon, which is ten next year: this caper has cost them £5m, and they have just finished tarting up the capsules to boot. Although as our mole also pointed out, it would perhaps have been money better spent in subsidising ticket prices so that more regular Joes can get to enjoy it. (Image/Matt from London)