Lionsgate investors who presumed there was no more value to wring out of “The Hunger Games” beyond its final installment next year got a nice surprise last week. CEO Jon Feltheimer announced a new way to capitalize on the mega-franchise: A touring exhibition devoted to the movie will kick off next summer, the first element of a bigger plan aimed at putting the studio in the theme park business.
SEE MORE: From the June 03, 2014 issue of Variety
Indeed, blockbuster entertainment franchises are getting integrated into the parks with increasing frequency. Universal Studios Hollywood unveiled Despicable Me: Minion Mayhem in April, expanded with Super Silly Fun Land, the seaside carnival featured in the film. Up next: Universal is teaming with Warner Bros. to open Diagon Alley, a faithful re-creation of the London location from the “Harry Potter” films, on June 20.
Update: Universal will officially open Diagon Alley on July 8. While Universal had originally hoped to open the attraction June 20, it’s using the time leading up to the July launch to present the park to media, analysts, Comcast staffers and business partners, and make it available to buyers of special Harry Potter vacation packages.
As part of the massive expansion of the Wizarding World of Harry Potter, Universal Studios Florida built a Hogwarts Express train that travels to neighboring Islands of Adventure — a shrewd way to encourage guests to purchase a $136 park-hopper pass. Universal and WB will open another Wizarding World in Osaka, Japan, in June, and they are building a third park in Hollywood that will open in 2016.
Walt Disney World also recently completed a major expansion of Fantasyland at the Magic Kingdom, which includes its newest ride, the Seven Dwarfs Mine Train. Themed lands also are being developed by Disney around the megahits “Avatar” and “Pirates of the Caribbean