I just don't get how everyone is reacting so drastically to the 'family' ride statement and the 3D. It's like people think they'll usher you into a grey room, sit you in a rocking chain, and start flipping a blue-and-red flip-book 5 inches from your face.
Spider-man is also family ride, and even though it's not a roller coaster. It's intense, because it's not solely about acceleration and deceleration, but about seeing, hearing, and feeling. If you overwhelm the senses, you trick in intensity and create a new reality. That's why in a good film story it pulls you in and let's you forget about your own reality, and why action sequences in quick bursts are so entertaining, because they pull you in and spit you out just in time for you to want more.
That's what a theme park ride is, so even if your sitting in a theatre, or a coaster not much more intense than flight of the Hippogriff in a spiderman-esque dark ride, even the slightest bit of ridiculous like 3D glasses aren't a distraction because seeing is believing.