FILM ATTRACTIONS
MERCHANDISING OPPORTUNITIES We are so used to seeing Hello Kitty on eve- rything from clothes to tableware that many might not be aware that the concept found fame as a Japanese TV series. Now a Hello Kitty Park is due to open in China in 2014. Interestingly, the inspiration for the design of the US$215m (£134m, e166m) attrac- tion comes mainly from its beautiful natural surroundings − the park is set in the midst of a region famed for its bamboo groves and forests − rather than the character. Although the cute kitten will make its presence known with the branding and merchandising. “Hello Kitty Park will be sensitively inte- grated into the landscape, with ecological themes, such as sustainability, recycling and alternative energy sources featured throughout the park’s attractions,” says park designer Phil Hettema, president and founder of The Hettema Group.
“Because it’s such a beautiful setting, the park will also have a nature theme which makes it non-typical compared to theme parks here.”
Sanrio, which developed Hello Kitty back in 1960, has three theme parks in Japan and this is its first international site. It has entered into an agreement with Zhejiang New Insight Leisure Tourism Development Co, the developer of the project, for use of Sanrio characters and related intellectual property.
Opening in 2014 in China, the Hello Kitty Park is based on the Japanese television series
It’s not just theme parks that have recognised the allure of films − museums are also getting in on the act. The National Motor Museum in the UK has vehicles from the James Bond movies as its special attrac- tion this year: the 50th anniversary of the film series and the 40th anniversary of the museum. Bond in Motion features 50 vehicles from the seminal films – the larg- est official collection of Bond vehicles the world has ever seen, including bikes, trikes, sleds, boats and cars. Similarly, the Titanic Belfast, northern Ireland’s latest attraction,
which honours the 100th anniversary of the tragedy, couldn’t resist a mention of the film in its Myths and Legends gallery.
REINVESTMENT
Although great for business, the main threat to film attractions is that the novelty may wear off once the films become old. Only films with sequels ensure longevity. Most attractions recognise they will need to reinvest, as with Disney’s Star Tours. Merlin allows around three years for reinvestment and Harry Potter is rumoured to have a reinvestment fund. l
The National Motor Museum in the UK is celebrating its 40th anniversary by showcasing 50 vehicles from the James Bond films
86 Attractions Handbook 2012–2013
www.attractionshandbook.com
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