Bloomberg Businessweek

Cirque du Soleil Sans Trapeze

The New Age circus aims to become a broad-based entertainment company
Visitors to the NFL Experience in New York get a player’s-eye view of the game

In the past three decades, Canada’s Cirque du Soleil has reimagined the notion of a circus by crafting visually arresting aerial extravaganzas that are a world away from P.T. Barnum’s brassy Greatest Show on Earth. Yet at the new Cirque-designed NFL Experience in New York’s Times Square, the closest thing to acrobatics comes from the on-screen football players whom audiences witness up close as they’re immersed in the game through a combination of video, sound, moving seats, and even smells.

Many visitors may remember the 11-minute multisensory film “ride” as the highlight of this four-story permanent paean to all things gridiron,

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