How do you get thousands of people to an art gallery? Bring in the Iron Throne.
For the second day in a row, long queues snaked out from the Museum of Contemporary Art's Federation Hall as fans awaited entry to the Game of Thrones exhibit.
Undeterred by Tuesday's six-hour wait for entry, people queued past the signs warning them of a four-hour wait, prompting security to cut off the lines at 1pm.
But for diehard fans the verdict was unanimous: it was definitely worth the wait.
It was difficult to uncover someone who wasn't a Game of Thrones groupie; there were only varying degrees of obsession.
For Belinda Hughes, a community worker from Melbourne and self-described "absoutely huge fan", not seeing the exhibit was inconceivable, despite costing her about $500 in travel-related expenses. Dressed in Westeros-themed tights, the mother of four said her family was very supportive of her passion.
"I'm building a house next year and it's going to have a Game of Thrones memorabilia room," she said. Mrs Hughes' obsession has also taken her to London, where she attended a Game of Thrones convention in 2013.
The exhibit offered a behind-the-scenes snapshot of the show's key characters and storylines. A replica of the Iron Throne was a huge hit for those keen to snap a pic of themselves atop the show's symbol of power.
But the exhibit's indisputable winning feature is the 4D virtual reality experience of The Wall. Occasional screams fill the exhibit as fans wearing Oculus Rift headsets scale The Wall in a Castle Black winch elevator. Be prepared to brave the chilly northern winds as you ascend through the clouds and onto the wall's edge. And watch out for the flaming arrows!
"I liked it but it was really scary," student Priscilla Lau said.
Also on display are the show's Emmy-award nominated costumes, featuring all the major characters, including Sansa Stark's gold wedding gown, Tyrion Lannister's heavy leather armour suit, Ygritte's furs and Jon Snow's winter leathers.
Joffrey Lannister's crossbow and sword and Ned Stark's Valeryian ice sword are among weaponry on display.
Jamie Lannister's severed hand was also a grisly drawcard.
"It's one thing to see it on the TV show but then it's another thing to see it here next to you. Definitely worth the wait," said Annalise Awkar, a 15-year-old student.
By midday, just two hours into the day's scheduled viewing, nearly 600 people had passed through the exhibit.
The Game of Thrones exhibit runs at Sydney's MCA from 10am - 8pm until Saturday.
Correction: The original version of this story said the exhibit runs from 10am to 2pm.