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PRESS RELEASE
Contact: Clyne Media, Inc.
Tel: (615) 662-1616

FOR IMMEDIATE RELEASE

New Marvel exhibition makes its world premiere with 70 Genelec Smart IP loudspeakers

— The exhibition debuts in New Zealand with an immersive soundscape delivered by Genelec’s Smart IP Series —

NATICK, MA, October 8, 2024 — Produced by Semmel Exhibitions, Marvel: Earth’s Mightiest Exhibition offers a fresh perspective on Marvel’s rich 80+ year history. With its world premiere taking place in Wellington, New Zealand, the exhibition gives a behind-the-scenes glimpse into the creation of some of popular culture’s most iconic stories and characters – enhanced by an immersive soundscape from Genelec. The audio for the project was a collaboration between Sebastian M. Purfürst of Berlin-based LEM Studios and acoustic scenographer Markus “Hossi” Hossack. Commissioned to realize the artistic and technical concept of the immersive sound installation, they developed a soundscape that guides guests into the world of Marvel. “As composers, media artists and engineers, we like to call the development of the sonic layers of the exhibition experience ‘acoustic scenography,’ which comprises the actual musical narration, ambient moments, sound effects, voice-overs, and documentary layers,” begins Purfürst. “The whole exhibition follows a common musical timeline, and, depending on the dramatic presentation of the rooms, we balance out the intensities and complexities of these acoustic elements.” Marvel: Earth’s Mightiest Exhibition covers a 2,000-square-meter space with eleven themed galleries and a shop. It contains 60 pieces of original comic art, both vintage and modern, as well as the only known page to survive from the original Amazing Spider-Man script. It explores the relationship between the extraordinary and ordinary, shedding light on how these stories resonate with millions of fans around the world. Marvel’s history is told through rare artefacts, multimedia displays and immersive technology that takes visitors on an unforgettable journey, with Purfürst and Hossack choosing 70 Genelec 4430 Smart IP networked loudspeakers for the exhibition. “We utilized a complex matrix of loudspeakers spread across the exhibition space, with a central processing unit that feeds all acoustic events based on the Dolby Atmos standard,” explains Hossack. “The biggest challenge we faced before deploying Genelec’s Smart IP loudspeakers were the complex routings. We would have needed a lot more cabling, for power, audio, networking and so on. With the Smart IP solution, everything was much easier – from rigging and cabling to routing. The loudspeakers were also the perfect size and integrated into the space seamlessly.” The Marvel Universe provided Purfürst and Hossack with endless inspiration for musical ideas and sound design. The audio elements bring the characters to life – the Captain America statue, which is frozen in ice, crackles and emits eerie ambient drones. The surreal multiverse of Doctor Strange has otherworldly, spinning wormhole-like sonic particle streams, while the dark back alleyways of New York City play out fragments of urban beats. “This was such a fun project to work on, but once we had finished our studio production, we faced some complex on-site challenges,” explains Hossack. “Reverberations and reflections caused problems, as well as sound spilling between galleries. We were also faced with very tight deadlines for set-up and on-site mixing. Additionally, the creation of a high-fidelity listening experience coupled with highly detailed audio events and the dramatic concept of the exhibition was also a challenge. The possibilities presented to us by Genelec’s Smart IP loudspeakers meant that we were able to resolve all these issues with relative ease. Thanks to Smart IP, build time was cut in half – since just one ethernet cable delivers power, audio and sophisticated loudspeaker management. We also found Smart IP Manager to be an incredibly useful tool. The software is a big bonus, enabling quick and easy adjustment of the loudspeaker output to the acoustic characteristics of each space. It allows us quick and easy access to all sorts of parameters, which means that we can finely tune the response of each loudspeaker as well as the system as a whole.” Marvel: Earth’s Mightiest Exhibition has now finished its run in New Zealand, with new venues set to be announced in the coming months. Combining expertly designed immersive audio with never-seen-before artefacts, the exhibition is a walkable comic book that’s a must-see for any adoring Marvel fans. Genelec’s Smart IP models offer the ideal audio solution, transporting visitors to the center of the cinematic universe. For more information, please visit www.genelec.com.

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Photo file 1: Marvel_Exhibition_PR_Image_1.JPG Photo caption 1: Marvel: Earth’s Mightiest Exhibition in Wellington, New Zealand (photo 1). (Photo credit: Marvel) Photo file 2: Marvel_Exhibition_PR_Image_2.JPG Photo caption 2: Marvel: Earth’s Mightiest Exhibition in Wellington, New Zealand (photo 2). (Photo credit: Marvel) Photo file 3: Marvel_Exhibition_PR_Image_3.JPG Photo caption 3: Marvel: Earth’s Mightiest Exhibition in Wellington, New Zealand (photo 3). (Photo credit: Marvel) PDF file: Marvel_Exhibition_Case_Study_FINAL.pdf PDF caption: Genelec Marvel Exhibition case study Genelec, the pioneer in Active Monitoring technology, is celebrating over 45 years of designing and manufacturing active loudspeakers for true and accurate sound reproduction. Genelec is credited with promoting the concept of active transducer technology. Since its inception in 1978, Genelec has concentrated its efforts and resources into creating active monitors with unparalleled sonic integrity. The result is an active speaker system that has earned global acclaim for its accurate imaging, extremely high acoustic output from small enclosures, true high-fidelity with low distortion, and deep, rich bass. Genelec is also continuing with its 18th year of Smart Active Monitoring™ technology, which allows studio monitors to be networked, configured and calibrated for the user’s specific acoustic environment. Each Smart Active Monitor or subwoofer is equipped with advanced internal DSP circuitry, which tightly integrates with the GLM (Genelec Loudspeaker Manager) software application, running on Mac or PC. GLM’s reference microphone kit allows the user’s acoustic environment to be analyzed, after which GLM’s AutoCal feature optimizes each Smart Active Monitor for level, distance delay, subwoofer crossover phase and room response equalization, with the option of further fine tuning by the user. By minimizing the room’s influence on the sound, Smart Active Monitors deliver an unrivalled reference, with excellent translation between rooms. Visit Genelec on social media: https://www.facebook.com/Genelec https://www.linkedin.com/company/genelec-oy https://www.instagram.com/Genelec_oy/ https://x.com/Genelec https://www.tiktok.com/@genelec_oy Other brand and product names may be trademarks of the respective companies with which they are associated. —For more information on the complete range of Genelec Active Monitoring Systems, contact: Genelec Inc., 7 Tech Circle, Natick, MA 01760. Tel: (508) 652-0900; Fax: (508) 652-0909; Web: http://www.genelec.com/.