A new Simpsons-themed 4D theatre attraction has opened at Broadway at the Beach, an entertainment complex in Myrtle Beach, South Carolina.

Called The Simpsons in 4D, the attraction was developed by SimEx-Iwerks in partnership with FoxNext Destinations and Gracie Films and takes guests on a dynamic special-effects-filled adventure with the world's favourite animated family.

Billed as a 'family-friendly' motion experience, the attraction is based inside a state-of-the-art 4D theatre designed to resemble Springfield's premier cinema, the Aztec Theater. The extensive theming includes a queue of Springfield residents lining up to join Homer and Marge on the red carpet to celebrate the career of fan-favourite Troy McClure, while a preshow - featuring Springfield's finest, including cartoon caperers Itchy & Scratchy - is screened.

Next door to the theatre is the Kwik-E-Mart, a fully-themed convenience store, selling Springfield staples including Buzz Cola, Heat-Lamp Hot Dogs, Lard Lad Donuts and Squishees, alongside an array of Simpsons-themed merchandise.

Michael Needham, founder and CEO of SimEx-Iwerks Entertainment, said: "We are excited to share this immersive, multi-sensory experience featuring the world's most advanced 4D attraction technology. The reaction to the opening of the Kwik-E-Mart has been overwhelmingly positive and we see fans from all generations thrilled to be part of The Simpsons story."