
Army Experience Center offers simulations at mall
Posted 8/30/2008
By Kathy Matheson, Associated Press Writer
PHILADELPHIA — "Heads up! Enemy helicopter inbound!"
It's not something you'd expect to hear at a store in an American shopping mall but, then again, not many malls have Black Hawk helicopter simulators.
The new Army Experience Center, which opened Friday at the Franklin Mills Mall, is not exactly a store, although it is trying to sell something — the military life.
Staffed by soldiers eager to share their experiences and stocked with high-tech simulators, video gaming stations and interactive exhibits, it's a new frontier in marketing for Army officials who hope to give the public a better understanding of today's military.
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http://www.usatoday.com/news/military/2008-08-30-army-experience-center_N.htmThe Army Experience Center , located in the Franklin Mills Mall just north of Philadelphia , bills itself as a "state-of-the-art educational facility that uses interactive simulations and online learning programs to educate visitors about the many careers, training and educational opportunities available in the Army."
Nonsense. The only thing they're teaching here is how to blow shit up. If it's state-of-the-art anything, it's state-of-the-art adolescent boys’ wet dreams.
"Too slow! Do it again!" yells the voice in my earphones as a new sequence of armed figures in camouflage pop up in front of me. I -- the player -- am attached to the foreshortened barrel of an M-16 -- and a little embarrassed by that. It's not my thing, really. And I wasn't expecting the game to involve having to tolerate some dickhead's personal opinion about my marksmanship.
But I didn't come here to get yelled at or to play games. I came because I was curious about the Army's latest marketing strategy. For $12 million, this place has been dressed to kill: 15,000 square feet (about three basketball courts) done up in brushed steel, glass and low-light glam. But what this place is really about is the bling: strings of networked Xbox 360 pods and individual gaming stations. And the crown jewels: a UH-60 Black Hawk, an AH-64 Apache and a Humvee. Simulators. And it's all entirely free.
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Behind a glass wall, there are 40 more terminals facing a wall of plasma screens: the Tactical Operations Center , where local educators (principals, superintendents, school counselors and teachers) are given an earful about how misunderstood the military is.
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http://www.globalresearch.ca/index.php?context=va&aid=11457