determined expectations; expectations that aren’t going to be satisfied with clever signage and a little theming. If the attraction doesn’t live up to its IP namesake, the honeymoon is soon over. “Theme parks and theme park suppliers must still
deliver good entertainment however,” emphasises John Wood. “On-going popularity and success is based first and foremost on fun.” And when it comes to IPs, fun means meeting
expectations and that invariably means spending money. It’s just a matter of how much. The bigger the brand name, the bigger the expectations, the bigger the cost of meeting those expectations. In fact, it’s probably true to say that among theme park operators, only Universal or Disney have the creative, operational and financial horsepower to develop a credible, durable attraction for an IP of the near mythical stature of Harry Potter. So be it. The less Olympian parks have managed to do rather nicely
with their silver and bronze IPs and more modest budgets with which to exploit them. That’s why no one seriously doubts that their arranged marriages will continue to be fruitful. Like shoes, IPs come in all sizes and prices and like
buses, if you miss one, there’s always another one coming. Exactly where they might be coming from is anyone’s guess. Avatar? Lord of the Rings? Pixar? Brand consultant Bill Whitfield envisions an especially bright future for gaming IPs in theme parks, pointing out that “right now the only limit on the use of IPs in parks is their level of violence.” Alas, the tangled web of corporate relationships that binds the entertainment industry together makes everything possible but nothing predictable. For John Wood at Sally Corp. “the bigger question will
be how regional parks like Six Flags and Cedar Fair parks continue to use IP in their business. If the licence makes financial sense and the IP is strong enough to attract visitors, you will continue to see their use in the regional parks as well. With the right IPs parks can get into new revenue areas such as character breakfasts, themed hotel rooms and merchandise. In the end it all comes down to the financial benefits related to the IP.” Hands up all those who are surprised.
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