diamond geezer

 Thursday, December 18, 2014

No doubt you and your family are already making plans to visit the cablecar this Christmas to enjoy The Snowman and the Snowdog.
Specially reworked version of iconic film exclusively available for passengers flying through the air on the Emirates Air Line cable car
But how will your trip differ from the usual Dangleway journey, and will you be wasting your money? I've been along to check, twice.
As well as being able to watch this exciting sequence, visitors to the Emirates Air Line will see the terminal transformed into a magical Christmas experience until Sunday 4 January. Families can also have their photo taken with a life size model of The Snowman before boarding their festive flight. All of this is available at standard ticket prices.
I'm not convinced that levels of transformation count as a "magical Christmas experience". A few snowflakes have been stuck to the windows on the southern side, and a plastic Snowman has been positioned beyond the ticket barrier at each terminal as a selfie-opportunity. The family I followed in, alas, walked straight past without even looking. Meanwhile the big screens downstairs, and then upstairs, are looping a trailer showing a few choice scenes from the in-flight cartoon. It'd give you something to watch while you were queueing, if only there were any queues.


Danny Price, TfL's Head of the Emirates Air Line, said: `The Snowman and The Snowdog is an iconic Christmas film and we are delighted to be able to bring the story to life for our passengers, as they fly like the characters over our capital city.
Passengers don't really have a lot of choice. You step into the cabin as jingly music plays from the newly-installed loudspeakers overhead, then the film kicks in as you take off and continues all the way across to the other side. If you just want to enjoy the view, or fancy some peace and quiet on your commute, bring earplugs.
Footage from the classic film has been given an exciting twist.
I'd say "exciting twist" is pushing it. The original film is 24 minutes long. For the purposes of the Dangleway Special it's been cut to 4 minutes, and then 4 minutes of additional footage has been bolted on in the middle. All the new stuff involves scenes adapted from aerial footage, in which local landmarks are digitally de-coloured and cartoonised, with electronic snow sprinkled on top. When the genuine footage kicks back in, the improvement in picture quality is marked. It's not especially magical, especially when the real thing is visible out of the window.
The iconic 'flying in the air' sequence now sees The Snowman and The Snowdog characters flying over London landmarks such as The O2, the Emirates Air Line, Queen Elizabeth Olympic Park, Greenwich Royal Naval College and the Thames Barrier. This magical sequence is really brought to life as passengers fly over the Thames themselves.
If you've visited the cablecar this year, you'll know they have a shortlist of about a dozen nearby attractions which they plug consistently (for example on the wall map, the website, the app and the onboard 'feature tour'). All the usual suspects pop up in this film too, as the Snowman flies from The O2 to The Crystal via the Olympic Park (where you only ever see The Orbit, because that's a paid-for attraction). However endearing your child might find the aerial sequence, there's no escaping the fact it's essentially a four minute advert for places on a list drawn up by the marketing department.
Damian Treece, Brand Manager at Snowman Enterprises Ltd, said: `We were delighted when Emirates Air Line approached us with regards to incorporating The Snowman and The Snowdog as a part of their Christmas activity. There is an obvious synergy between what this experience will offer consumers and the magical attributes of our well-loved characters.
You may have giggled there at the word "synergy", but the most important word in Damian's speech comes seven words later where passengers on the cablecar are described as "consumers". There's a reason why all of this Snowdog stuff is free, on top of the usual admission price, and that's because you're being sold to.


The Emirates Air Line is open Monday to Friday from 7am - 8pm, and 8am - 8pm on Saturdays and 9am-8pm on Sundays. Visitors may like to come in the evening to experience the film and glistening lights of London at night for an extra Christmassy feeling.
Well yes. I visited in the morning and could barely see the screen for squinting into the sun, hence my enjoyment of the cartoon was significantly curtailed. So I came back after dark to watch again, and I can confirm that the film was indeed much easier to see. But it still couldn't hold a candle to the view outside the window. All the glittering lights of London spread out for miles make for a most impressive sight, certainly better than the imperfect footage blaring out from the screen above. There was a particularly surreal moment when the music of the Snowmen's dance kicked in as I was looking down into a giant illuminated hangar full of recycled rubbish, but that's the Silvertown shore for you.
Customers are advised to book their tickets in advance to make sure they don't miss out. Tickets can be booked at: https://emiratesairline.theo2.co.uk
I've ridden the cablecar twice this week, including on a Sunday which is its busiest day, and I can assure you that you don't need to book in advance. Staff outnumbered riders on both visits, and the great majority of cabins passing by the other way were empty. So, has anybody actually done as they're told and booked up front? If you go to the booking website you'll see that 250 spaces are available for each half hour slot, and almost all of these 250s remain untouched. There are (at time of writing) four people booked in at 2pm on Sunday and another four at 3pm, but the day's other 5492 seats remain readily available.

So should you bring your kids? Not specially for the film, no. Buy the DVD and watch the whole thing, it's only £8, and you get the full 24 minutes of properly animated storytelling without an promotional snowstorm shoehorned in the middle. But would your kids enjoy the cablecar anyway? Of course they would, it's a cablecar for heaven's sake, and the experience shouldn't need a festive gimmick to drag punters along.



And I spotted one more thing which the arrival of The Snowman and the Snowdog has unintentionally proven. When the cablecar was first introduced, much was made of it as a useful transport connection as well as an aerial spectacle. Timings were therefore adjusted so that the crossing took five minutes during the rush hour but ten minutes at all other times. That distinction has ended this week, and now all journeys take the longer time. The five minute crossing has been scrapped because the film would end early, and paying customers would then be shortchanged. A ten minute crossing shortchanges nobody... because there are no regular commuters - Darryl's Freedom of Information request has confirmed this.

Imagine if on any other form of transport TfL had deliberately doubled the travel time for ordinary passengers and failed to announce this anywhere in advance. There'd be an outcry, it'd never happen. But it's happened on the cablecar, because the cablecar is most definitely a tourist attraction - it is no longer pretending to be anything else.


<< click for Newer posts

click for Older Posts >>


click to return to the main page


...or read more in my monthly archives
Jan17  Feb17  Mar17  Apr17  May17  Jun17  Jul17  Aug17  Sep17  Oct17
Jan16  Feb16  Mar16  Apr16  May16  Jun16  Jul16  Aug16  Sep16  Oct16  Nov16  Dec16
Jan15  Feb15  Mar15  Apr15  May15  Jun15  Jul15  Aug15  Sep15  Oct15  Nov15  Dec15
Jan14  Feb14  Mar14  Apr14  May14  Jun14  Jul14  Aug14  Sep14  Oct14  Nov14  Dec14
Jan13  Feb13  Mar13  Apr13  May13  Jun13  Jul13  Aug13  Sep13  Oct13  Nov13  Dec13
Jan12  Feb12  Mar12  Apr12  May12  Jun12  Jul12  Aug12  Sep12  Oct12  Nov12  Dec12
Jan11  Feb11  Mar11  Apr11  May11  Jun11  Jul11  Aug11  Sep11  Oct11  Nov11  Dec11
Jan10  Feb10  Mar10  Apr10  May10  Jun10  Jul10  Aug10  Sep10  Oct10  Nov10  Dec10 
Jan09  Feb09  Mar09  Apr09  May09  Jun09  Jul09  Aug09  Sep09  Oct09  Nov09  Dec09
Jan08  Feb08  Mar08  Apr08  May08  Jun08  Jul08  Aug08  Sep08  Oct08  Nov08  Dec08
Jan07  Feb07  Mar07  Apr07  May07  Jun07  Jul07  Aug07  Sep07  Oct07  Nov07  Dec07
Jan06  Feb06  Mar06  Apr06  May06  Jun06  Jul06  Aug06  Sep06  Oct06  Nov06  Dec06
Jan05  Feb05  Mar05  Apr05  May05  Jun05  Jul05  Aug05  Sep05  Oct05  Nov05  Dec05
Jan04  Feb04  Mar04  Apr04  May04  Jun04  Jul04  Aug04  Sep04  Oct04  Nov04  Dec04
Jan03  Feb03  Mar03  Apr03  May03  Jun03  Jul03  Aug03  Sep03  Oct03  Nov03  Dec03
 Jan02  Feb02  Mar02  Apr02  May02  Jun02  Jul02 Aug02  Sep02  Oct02  Nov02  Dec02 

eXTReMe Tracker
jack of diamonds
Life viewed from London E3

» email me
» follow me on twitter
» follow the blog on Twitter
» follow the blog on RSS

my flickr photostream