The Batman Experience • An Immersive Experience Transporting Fans From San Diego to Gotham City

After AT&T completed its acquisition of Time Warner, a new dynamic duo emerged, transferring ownership of DC Comics and its lineup of iconic superhero IP to the world’s largest telecommunications company. And with Batman soon to be inducted into Comic-Con’s Character Hall of Fame on his 80th anniversary, we helped AT&T show up with the guest of honor in style.
 
Through a super-sized, 360-degree encounter, The Batman Experience celebrated Batman across the decades (and the media), giving fans the opportunity to look behind the brooding hero’s mask. 

The centerpiece of The Batman Experience was the Dark Knight Dive, combining the experience of free-falling with the creative possibilities of VR to produce a 4D experience that completely immersed fans in Gotham City. The experience put fans in pursuit of the Scarecrow, who had unleashed his fear toxin to take over the city. As they glided through Gotham in virtual reality, fans were literally blown away, with their bodies suspended in a wind tunnel to simulate the feeling of flying.

There was even more to explore. Every fan dreams of exploring the Batcave, so we built one of our own in the form of a gaming lounge decked out in memorabilia through the ages. In the Rogue’s Gallery Rumble, fans could wallop their favorite villains, triggering sounds and light projections featuring classic illustrations with every hit—complete with “wham!” and “pow!” bubbles for onomatopoetic justice. 

The 68,000 sq. ft. activation earned praise in the press: the New York Times called Batman and AT&T “a new dynamic duo,” while WIRED declared the experience, “utterly unprecedented.”