Animation attraction featuring Disney characters opens in Branson

A new "limited engagement" attraction featuring animation from Disney films has opened for business in Branson.

Immersive Disney Animation, a concept from Lighthouse Immersive Studios and Walt Disney Animation Studios, opened yesterday at 3300 N. Gretna Road in the Branson Mill shopping center, according to a news release. The space previously housed the nearly 40,000-square-foot Big Air Trampoline Park.

The Branson attraction seeks to create an interactive display of Disney films, such as "The Lion King" and "Frozen," by projecting images and sounds throughout the auditorium.

"Using the new technology that the immersive experience offers is exciting, but it’s important that it not interfere with the emotional investment that Disney fans have in the characters and storylines that audiences have come to cherish," said J. Miles Dale, who leads the creative team for Immersive Disney Animation, in the release. "This groundbreaking approach that Lighthouse Immersive Studios has created does exactly that by giving the viewer the sensation that they are actively sharing the space with the characters they most love from the Disney Animation library."

The release calls the attraction "a limited engagement."

"Right now, we’re scheduled to be open until January, but we’re truly hoping to make Branson a long-term location for Immersive Disney Animation," said Rita Russo, national promotions director for Toronto-based Lighthouse Immersive, via email.

Officials did not disclose the investment in the attraction.

Lighthouse Immersive also produces immersive art exhibits and other attractions, according to its website.