Testers said the ride's 'moderate physical or psychological threat' was similar to a mild horror film. The ride was the first non-film or video game the BBFC has classified. The news was accompanied by research that found 75 per cent of people have a phobia of being trapped underground.
How I see it
Lara Leventhal, MD, Eulogy and Onlinefire
Launching a theme park ride is a tough challenge, especially in the competitive marketplace of adventure parks and tourist attractions. It is essential that before a new ride opens, the drama, anticipation, excitement and fear are conveyed in an engaging way, so that it hits the nerves of adrenalin junkies, as well as families and friends looking for an exciting day out.
Placing strict age restrictions on a ride and using it as a PR tactic is not new, but Alton Towers has raised the bar by gaining official classification by the BBFC. This creates buzz among the under-12s, who are desperate to go on the ride but are too young, and those of age who enjoy thrills. By using research to develop a stimulating ride that pushes the visitor experience, Alton Towers has also positioned itself as a responsible theme park operator.