HARNESS THE POWER
OF THE MOVIES
DreamWorks
Animations SKG
Joel Ward,
head of theme park &
location based entertainment
As most parks have learned, one of the
most effective ways to create low cost
entertainment value and drive incremen-
tal attendance is through seasonal events.
A way to one-up this strategy is to tie that
event to a popular entertainment brand,
particularly upcoming fi lm releases.
DreamWorks Animation has used sea-
sonal promotional campaigns at theme
parks since our company started in 1994.
Programmes with parks have helped to
launch our most successful franchises:
Shrek, Madagascar and Kung Fu Panda.
Ocean Park in Hong Kong has used our
fi lms to create fantastic entertainment. The
Entertainment tied in with fi lms, such as
characters, stories and settings from the
Madagascar benefi t from visitor
fi lms provide a wealth of material that have
recognition and the fi lm’s marketing
been brought to life through games, activi-
ties, character interactions and even live delivers characters and stories they already
re-enactments of entire scenes. know and like. For the park, it’s at a rela-
The environments in a fi lm are perfectly tively low cost with high marketing value.
suited to walk-through attractions, parades, The marketing for the fi lm at a location
character programmes, street shows or dedicated to fun encourages more people
even themed overlays on existing playlands to see the movie. It’s a win all around.
and rides. By using some of the same Seasonal entertainment becomes a
infrastructure that a park builds for special great test environment to discover if the
events, such as Halloween, then creating fi lm and characters could fi nd a permanent
content to reach the family demographic, home in the park. When the original Shrek
it’s possible to put together a fantastic fi lm opened, Universal Studios theme
experience with minimal capital investment. parks created a street show based on the
Using a fi lm for seasonal programmes movie, which ultimately led to the highly
provides tremendous marketing value for a successful Shrek 4D attraction.
park. Movies released at key holiday peri- The power of a strong brand is a proven
ods have advertising campaigns that hit way to bring in additional revenue, whether
extremely hard, creating maximum aware- it’s for toothpaste, a Broadway musical or
ness for a fi lm’s opening. By connecting a theme park attraction. Using a fi lm brand
park entertainment to that brand, aware- to create strong guest entertainment pro-
ness comes at the same peak periods vides an exciting, fresh experience without
Ocean Park in Hong Kong has
when parks are looking for attendees. the costs involved in creating and market-
created entertainment from fi lms
For the guest, the added entertainment ing something from scratch.
including Kung Fu Panda
AM 1 2010
©
cybertrek 2010 Read Attractions Management online
attractionsmanagement.com/digital 33
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