Using concepts such as “transmedia storytelling,” “world-building,” and “total merchandising,” media scholars have noted how the reach of the entertainment industry expands across a wide variety of media platforms including films, television shows, comic books, video games, websites, and action figures. This paper examines how the material spaces of theme parks in particular expand the imaginative realm of experiencing and consuming entertainment media. Here I discuss the performative dimension of the extra-cinematic experience by focusing on the case study of a popular ride available in Universal Studios based on a film franchise: “Revenge of the Mummy.” I examine the sensations of mobility and velocity associated with the cinematic medium and the theme park ride, and then interrogate the relationship between the cinematic medium and the cultural significance of the mummy through the rhetoric of authenticity and the recurring motifs of death and rebirth. This paper performs a spatial and semiotic analysis to consider how the Mummy ride regenerates the fascination with the phantasmatic quality of the cinematic medium even as it enhances the physical experience of the film narrative. By doing so, this paper conducts a critical reading of a transmedia assemblage that deploys rhetorical, visual and narrative devices of both “old” and “new” media to visualize, produce, and maintain imaginary spaces that materialize in both real and virtual forms.