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of our energy goes into how we can make photos into an experience, and little by little we are adding new features. Your can do great things with green screen. The typical green screen photo would be you stand there, the background changes, and you get the shot. That’s a passive experience, but if you look at what we are doing with Harry Potter at Warner Bros Studio Tour Studios London, you are on a broom flying through Hogwarts; suddenly you are part of the story. The conversion rate in terms of people who want that experience captured on video is north of 65/70%, a standard green screen is 10- 15%. And the

interesting thing about The Making of Harry Potter (as opposed to the The Wizarding World of Harry Potter at Universal) is that there are no rides, so the photo opp actually becomes the ride!

Print Vs digital

There are still a number of people that want to walk away with something physical. In the US, 30% of the time that people go to a park or attraction it is for a special occasion, and so they want something that acts as a souvenir of their visit. There will be a tipping point I think when digital becomes commonplace, but print will always be there. We did some focus groups to understand guest’s attitudes to photographs, and what came out of that was that it’s not so much the price of photos that they perceive as too expensive, it’s the fact that people have paid to get in to a park and now they just want to enjoy their day; they don’t want that second hit. So we asked, if you could buy a pass before you came in and you knew that you get a better deal, would you? The feedback was very positive. The average person today probably buys one or two photos if they buy any photos at all, whereas as those who buy an all-inclusive package download about eight images. The parks are achieving higher per cap spending, and the guests are getting a lot more for their money. Win-win! We also did a bunch of tests to try and understand people’s perception of value when it comes to digital. At what point is the quality perceived as suspect if you price it too low? In the US it was about $4. We also found that our customers were challenging us for high-resolution images. We thought surely they just want to share it on Facebook but, no, they will pay more if they get the high res image.


A common mistake people make is thinking that digital is cheaper than print, however the storage costs, the back-up costs, the hardware costs to ensue that we can deliver quality images within minutes of someone jumping off a ride mean that it is not as simple as that. Not all park operators have Disney’s deep pockets to take risks with the technology that this demands, but some of the investments we are making are de-risking it for our partners. We install all the hardware and software, and then it’s a choice – some parks want to staff it themselves,

sometimes we’ll staff it. The revenue spit is then adjusted accordingly, but for most of our partners there is no cost of entry. Recently we

announced that we will be partnering with Dubai

Back to where it all began: a Picsolve ride photo from Blackpool Pleasure Beach

Parks and Resorts. That’s going to a huge project with four parks –

Legoland, Motiongate,

Bollywood Park and Riverpark entertainment district – all on one site. We’ll be able to integrate our very latest image technology right from the start, and I’m sure it will deliver great cap exes to each of the operators concerned. And this is just the beginning. I can’t wait to see what the next 20 years will bring! Jeff Kelisky was talking to Owen Ralph


are now the tool that narrate your life. People want to get off a ride, pull out their phone and they’ve got it, shared it, and got feedback from their friends almost instantly. There’s a

whole bunch of added value that parks can get out of that

Jeff Kelisky, Picsolve

New US

Picsolve has appointed

Richard Phipps (pictured) as its new vice- president of business

development for North America. He joins after 17

Picsolve CEO Jeff Kelisky

years at information technology consulting company Ciber Inc, where he worked with many of Orlando’s most famous theme parks and resorts. “Welcoming Richard to our team is a significant step towards emphasising our position as the leading image capture partner in the attractions industry,” notes Picsolve chief operating officer, Don Potts.

55 appointment ”

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