Intellectual Property – IP from a popular motion picture, or TV Show, cartoon or a comic story plays a major role in the making of a great themed attraction today. Whether it’s the ever – popular Harry Potter world at Universal Orlando or the Star Wars attractions at Disney World, the response to such an IP based attraction is quite extraordinary. Survey reports also revealed that IP infused attractions are crucial to ensure better performances in terms of theme park attendance, including return visits and the overall spending levels. According to the 2015 Thinkwell Experience Report, over 70 per cent of the respondents have shown their interest and willingness to visit and experience a family entertainment venue that offers IP based attractions. The Report further revealed that over 60 per cent of the responding participants would also love to spend more on foods and merchandises that are associated with an IP brand.
While IP seems to be the biggest determiner of modern – day theme park performances, there are others in terms of creative inputs to consider as well. IP offers the much-needed advantage for sure, but there are experts in the field who think that designers and creative teams cannot just count of IP alone in the creation of such amazing themed attractions. Over the past few years discussions on the use of IP in attractions often led to many important conclusions. For reference, at the 2017 IAAPA (International Association of Amusement Parks and Attractions) Expo, we have seen leading designers and experts threw light on this in their various capacity.
One of the most notable point that came out during the discussion is that designers should be well aware of the fact that a successful IP – one which is doing great as a motion picture or TV show, may not make a successful themed attraction. As such it’s important for the respective designers and creative teams to know which one will click and which not prior to choosing a particular IP. There are IPs that do great in the movies, but a theme park version of it may not be a great idea.
Moreover, finalizing and using a particular IP does not mean everything. It’s not just taking the creative work and using it for another version. As pointed by experts, it’s the essence behind the success of the story that matters. It’s about understanding and knowing the core efforts – specially the DNA of the creative work that led to its success. Also what theme park offers is mostly about direct experiences. It’s not like dealing only with the character-based side of the story as we see in the movies. Great themed attractions are built for the guests. And it’s the guests and their experiences inside the story that determines the real success.