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Crossing the River Thames in east London, the cable car known by its sponsorship name carries passengers high above the water between the Greenwich Peninsula and the Royal Docks, offering both a novel form of transport and a sightseeing attraction with panoramic views. Opened in 2012 in time for the city's hosting of the Olympic Games, it was the first urban cable car of its kind in the country, built to connect two areas of regeneration on opposite banks of the river that were otherwise awkward to travel between. The journey, lasting several minutes, lifts cabins to a considerable height above the river, from which passengers gain sweeping views over the docklands, the financial district, the great entertainment arena on the peninsula and the curving course of the Thames, a perspective unavailable from any other public vantage point in the area. The cabins are fully enclosed and accessible, and the service forms part of the integrated city transport network, accepting the same payment methods as buses and trains, though many ride it for the experience rather than to make a journey. Faster and more frequent at peak times, it offers a flexible attraction that can be combined with visits to the nearby arena, exhibition centre or maritime attractions. The crossing is particularly atmospheric at dusk when the city lights begin to glitter below. Tickets can be bought on arrival or in advance, with discounts for combined sightseeing, and the cable car operates throughout the year across every season of the calendar. The crossing connects two areas that have seen dramatic regeneration, linking the great entertainment arena and visitor attractions of the peninsula on one bank to the exhibition centre and developing docklands on the other, and it offers a quick and scenic alternative to a longer journey around by tunnel or rail. For many visitors the appeal lies less in the practical journey than in the experience of rising high above the river to enjoy a view unavailable elsewhere, and the cabins are often quietest outside commuter hours, allowing a more leisurely ride. As a piece of distinctive transport infrastructure that doubles as a sightseeing attraction, the cable car has become a recognisable feature of the eastern skyline, and it provides an enjoyable and unusual perspective on the city throughout the year across the seasons of the calendar.