Created by Brooklyn-based director and entertainment entrepreneur Michael Counts, The Ride features a script by John Bobey, who also serves as director, and Kim Gamble and Jack Helmuth.

The company unveiled the first of its fleet of custom-built $1.3 million vehicles today, each of which is specially designed with more than 3,000 LED lights, 40 video screens, an IMAX Theater's worth of audio equipment, wireless and directional speakers to connect with sidewalk performers and "floor-shaker" sound system technology that emulates everything from a passing subway to a thumping nightclub. Three rows of stadium-style seating -- facing the vehicle's floor-to-ceiling side windows -- orient riders to view the streets of Manhattan.

Riders board the vehicle at the Marriott (46th Street and Broadway) for a 75-minute, 4.2-mile journey, with an ever-changing show featuring actors, performers, and everyday citizens that unfolds on the streets before them.

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