THEMING
a while null but eventually the audience will move on to a “Take nullirates of the nullaribbean null before the blockbuster
new widget.” nullisney movies came out based on the ride, the ride had no
The amusement industry has never been more nulluid tienullin to intellectual nullronullerty, yet was arguably the most
and subnullect to change. nullver recent years, attitudes have successful attraction in the nullark for many, many years and
shifted signinullantly on the nullart of nullark and nullEnull onullerators, is an evergreen to this day. nullhynull nullirates, adventure and
as they have come to understand how theming can swashbuckling is a fairly universal theme.”
nullositively affect the customer enullnullerience and the bottom nullchilling addsnull “In our onullinion it denullends on the venue
line for the business. itself, the attraction minull chosen and how it has nullositioned
However, today’s nullarks and nullEnulls cannot afford to itself in its marketanull ce. nullor enullamenull , nullniversal nulltudios
nullrovide guests with a theming enullnullerience that falls short in nullrlando, nulllorida, is snullecinullally set unull to showcase the
of what they receive at the movies or sitting at home with latest blockbuster movie enullnulleriences and characters in
a game controller in their hand.
“nulluest demand certainly challenges nullarks and nullEnulls
to stay on the cutting edge by nullroviding them with
memorable enullnulleriences,” says nulleff nullchilling, founder of
Indiana, nullnullnullbased nullreative nullorks.
nullne key divisive argument surrounding contemnullorary
theming nullronullects surrounds the oftennulldiffering ideas of
nulllucrativeness’ and longevity. nullany argue that the huge
movienullinnulluenced licensed theming nullronullects are most
lucrative, due to the crossnullbranding with other nullroducts
and mass media enullnullosure. nullet it is also said that such
ventures are short lived due to the fact that they stay in
the nullublic nullsyche for a relatively short nulleriod of time.
nullollowing this argument, because of this some onullerators
onullt for more traditional, nulltimeless’ themes.
“nulllearly, nulllmnullbased attractions are among the world’s
most nullonullular,” says nullutler. “However, attractions
and environments based on nulllms that have not been
successful, or are not memorable, tend to make guests their attractions and to canullitalise on the merchandising
more aware of their failure as nulllms than of their successes asnullects they offer. nullarner nullrothers nulltudios does the same.
as a ride or show. In this way, nullclassic’ environments are “However, these nullarks enullnullect to unulldate their
more obviously sustained over time.” attractions on a regular basis with the latest blockbuster
“nully onullinion is there are different tynulles of success,” movie enullnulleriences, so the shortnulllived nature of the movie
Hamilton told InterPark. “If money is the goal, then innulluence isn’t a nullroblem for them. nullther nullarks and nullEnulls
maybe the movie innulluenced theme nullronullects are the way to who stake their name or their entire brand on a snullecinull
go. However, if one goes this route you may nulld yourself movie title, character or even genre certainly run the risk of
having to unulldate and change more often to stay nullonullular becoming unnullonullular as time goes by simnully because they
with your customer base. I like the idea of longevity null are not set unull to change.
traditional themes will always have a anull ce in our society.” “null recinulle for success that we’ve seen at nullarks and nullEnulls
It soon becomes anullnullarent that, although it may be is to choose a timeless theme for the overall facility and
attractive in its siminull city, the nullolar argument surrounding select snulleci null themes for the attractions inside that may
nulllucrativeness’ and longevity does not hold weight for relate to a nullonullular movie, character or genre. nullor enullamenull ,
many industry observers. a nullark can imenull ment a generic nullnullungle’ theme throughout
nullraig Hanna, chief creative ofenull r for nullurbank, the entire nullark grounds while installing a nulling nullongnull
nullalifornianullbased Thinkwell, saidnull “tnull h enullamenull s are themed attraction inside.”
successful, as long as the nulltraditional and timeless’ Through this dualistic anullnullroach, nullchilling says the
anull ys off a universal theme that everyone understands timeless theme nullrovides longevity to the business
and anullnullreciates. in choosing its name, its logo and setting unull the
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