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Ocean 'ride' due at Pier 4 attraction

THE BALTIMORE SUN

The voyage will start in the Inner Harbor and run all the way to the Atlantic and other oceans of the world.

It will take 25 minutes.

And never leave Pier 4.

The "ride" - a theater, some special effects and seats that move - is part of a new entertainment venue planned for the first floor of the office building under construction at the harbor's edge.

The developer, the Cordish Co., which also built the neighboring Power Plant entertainment complex, said the new $8.5 million tourist attraction on Pier 4 aims to bring more visitors to the Inner Harbor and complement existing attractions nearby.

"There will be panoramic projection and three screens. You'll be sitting on a motion base that moves in synchronicity with the film," said Michael Lawry, the U.S. representative for Tel Aviv-based International Tourist Attractions, the theater's creator. "Fish will seem like they're swimming right at you."

The technology, he said, has mostly been used for short motion rides at places like Universal Studios in California.

His company, ITA, has taken the concept a step further and concentrates more on the films than the motion. It stresses history and education, he said, and the films include some generic content as well as local footage.

"It's not an eating-popcorn kind of experience," Lawry said. "We want you to pay attention to the film. We're very serious about the content."

About 100 people at a time can watch a film. Another 20 seats will be static, for those who prefer not to move. There will be some "water and wind," however, to make the experience seem more real, Lawry said.

The Baltimore attraction will be the nation's first from ITA, a subsidiary of ICTS NV, a private, multinational company with interests in hotels and other tourism-related businesses. Lawry said ITA wants to open the theaters in more cities, such as Atlantic City, where Cordish has another entertainment and retail complex under way.

Lawry said he sought out Cordish after researching national urban entertainment developers. The company also has attractions in Jerusalem, Rome and Cyprus.

The Baltimore attraction is expected to open next spring. It will consist of two 25-minute films: Oceanarium, about the waterways, and The Time Elevator, which will cover major events in American history, with an emphasis on Baltimore's role. Footage for that film was shot at Fort McHenry and other local venues.

The films will not change often - although films from other cities will be shown - so they will target tourists, Lawry said.

David Cordish, chairman of the Cordish Co., said he expects school systems to want to use the venue. Cordish said he had visited two other locations to see ITA films.

"It's an amazing experience in which all of your senses are stimulated, and you learn in a fun environment," he said.

Also in the Pier 4 building will be the Bluepoint Oyster Bar, an art deco-style oyster and sushi bar and restaurant owned by Chicago-based Restaurant Development Group.

That fills much of the first floor of the six-story building. The retail areas will have separate entrances.

The offices on the upper floors are more than 80 percent leased, Cordish said. Ernst & Young accountants and Nexgen, a new venture capital incubator, plan to move to the space.

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