Heritage Attractions' Land's End in Cornwall has replaced its 22-year-old Last Labyrinth experience with a 100-seat 4D effects theatre from Simworx.

Red Star's Curse of Skull Rock, shown in HD 3D projection, was chosen for its family appeal and because the pirate theme is perfect for this coastal location, which is steeped in pirate heritage.

Land's End's new general manager David Bryans, who has been enlisted to leverage the 115-acre site, says the company decided to invest in a 4D experience because of the longevity and the flexibility of the many films on offer. "Our main market is families, so we needed a family-orientated attraction, and the reaction has been magical," he said. "In the first two months we've already seen visitor numbers rise 10 per cent and we know that visits to The Curse of Skull Rock are 10 per cent more than to the Last Labyrinth."

This has represented a hefty investment: the 100 seats cost £200,000 (US$290,000, 230,000 euro), the film was £40,000 ($60,000, 50,000 euro), the building work and theming cost around £25,000 ($36,000, 30,000 euro) and investment in other hardware and technology brought the total investment up to £525,000 (US$765,000, 615,000 euro). "It's a serious investment," said Bryans. "But the appeal to families and what it brings to the site makes it worthwhile."