WHY YOUR NEXT ATTRACTION
SHOULD UTILISE AN IP
The importance of Intellectual Property (IP) in themed entertainment has never been more prominent. As the industry evolves, more IP holders are entering the space, creating attractions that place guests at the center of familiar, beloved universes.
While the use of IP in entertainment isn’t new - parks have long told stories of the Old West or space exploration - the last decade has seen an explosion in IP-based experiences of all sizes. With giants like Netflix now embracing the trend, let’s explore why your next attraction, whether it’s location based entertainment, an exciting AV spectacular or a large-scale theme park ride, should absolutely feature an IP.
What is IP? At its core, Intellectual Property (IP) refers to “creations of the mind that are legally protected through patents, copyrights, trademarks, and trade secrets.” In themed entertainment, this encompasses characters, stories, visual styles, and brand elements that are brought to life in immersive experiences. Examples include The Wizarding World of Harry Potter at Universal Studios or Pandora: The World of Avatar at Disney's Animal Kingdom. From blockbuster films to beloved TV shows, IPs transform into tangible worlds where visitors can engage with their favourite stories on a deeper level.
Standing Out in a Competitive Market - The global themed entertainment industry is fiercely competitive, with established players like Disney and Universal constantly pushing the boundaries of what an attraction can offer. Utilizing IP allows an attraction to stand out by offering experiences that are instantly recognizable and emotionally resonant. Disney, with its vast library of beloved characters and worlds, has created immersive environments that few competitors can match. Universal, too, has mastered the use of IP, using franchises like Harry Potter and Jurassic Park to create must-visit destinations.
Without strong IP, attractions risk becoming generic, blending into the crowded landscape of parks and experiences. By incorporating iconic IPs, parks not only attract visitors but also forge emotional connections that transform a visit into a meaningful journey through familiar worlds.
Alien: Escape at Madame Tussauds London
Enhance Immersive Experiences - One of the key trends in themed entertainment is the growing demand for immersion—transporting guests into another world they wouldn’t otherwise experience. IP is a powerful tool in creating this immersion. When visitors enter The Wizarding World of Harry Potter, they don’t just see Hogwarts; they feel as if they’ve stepped inside the pages of J.K. Rowling’s books or into the films. Every detail, from the recognizable characters to the intricately designed props, contributes to an environment that feels authentic and immersive.
Leveraging IP ensures that storytelling is seamless, deepening the emotional engagement of visitors. Familiar IPs bring a sense of nostalgia, excitement, and connection, making the experience more memorable. This heightened immersion often leads to repeat visits and strong word-of-mouth marketing, as guests are eager to return to a world they know and love.
Building Brand Loyalty and Generating Revenue – At the end of the day, themed entertainment is a business, and success depends on strong financial performance. IP plays a crucial role in building lasting relationships with guests, fostering brand loyalty in the process. When visitors see their favorite characters or stories integrated into an experience, it triggers powerful emotional responses. This connection can translate into brand loyalty, encouraging guests to return to the park time and again, much like a favorite movie they watch repeatedly.
Beyond ticket sales, merchandising is a critical revenue stream tied directly to IP. Visitors aren’t just enjoying rides; they’re buying t-shirts, plush toys, mugs, and other memorabilia adorned with their favorite characters and logos. This kind of retail tie-in often generates billions of dollars in revenue, making it a cornerstone of a theme park’s business model. Without IP, attractions miss out on these lucrative opportunities to extend the guest experience beyond the park itself.
LEGO Factory Adventure Ride at LEGOLAND New York
Flexibility for Future Growth – One of the greatest advantages of using IP in an attraction is its potential for growth and expansion. A well-established IP often comes with a rich universe of characters, settings, and stories that can be used to create new rides, shows, or areas within a park. Consider Disney’s expansion with Star Wars: Galaxy’s Edge, which taps into decades of storytelling from the Star Wars universe to offer future growth opportunities, from new attractions to seasonal events.
Strong IP provides flexibility for future developments, allowing parks to introduce fresh experiences while maintaining a connection to a well-loved universe. This keeps the attraction relevant and dynamic, ensuring that guests return to see how their favorite world continues to evolve.
How Holovis Embrace IP – At Holovis we are working with a number of rights holders to create exciting attractions that embrace IP, ranging from pulsed walkthroughs to large-scale AV spectaculars. We’re not quite ready to share details of these experiences yet, but a member of our team would be happy to discuss the opportunities with you.
Contact Us now to set up a time to chat.