Intellectual property – IP A popular movie, TV show, cartoon, or comic story plays an important role in creating a great themed attraction today. Whether it’s the ever-popular world of Harry Potter at Universal Orlando or the Star Wars attractions at Disney World, the response to an IP-based attraction is quite extraordinary. Survey reports also revealed that IP-infused attractions are crucial to ensuring better performance in terms of theme park attendance, including subsequent visits and overall spending levels. According to the 2015 Thinkwell Experience Report, more than 70% of respondents have shown interest and willingness to visit and experience a family entertainment venue that offers IP-based attractions. The report further revealed that more than 60 percent of the respondents would also love to spend more on food and products associated with an IP brand.

While intellectual property appears to be the biggest determinant of theme park performances today, there are others in terms of creative input to consider as well. Intellectual property certainly offers the much-needed advantage, but there are experts in the field who believe that designers and creative teams cannot rely solely on intellectual property to create such amazing themed attractions. During the last few years, debates about the use of intellectual property in attractions have often led to many important conclusions. For reference, at the 2017 IAAPA (International Association of Amusement Parks and Attractions) exhibition, we have seen leading designers and experts shed light on this in their various capacities.

One of the most notable points that came up during the discussion is that designers need to be aware of the fact that a successful IP, one that works well as a movie or television show, may not be a successful thematic attraction. As such, it is important that the respective designers and creative teams know which one will click and which one will not before choosing a particular IP. There are IPs that work great in movies, but a theme park version may not be a great idea.

Also, ending and using a particular IP doesn’t mean everything. It’s not just about taking creative work and using it for another version. As the experts point out, what matters is the essence behind the success of the story. It’s about understanding and knowing the core endeavors, especially the DNA of the creative work that led to your success. Also, what the theme park offers is mostly about direct experiences. It’s not like dealing with just the character-based side of the story like we see in the movies. Great themed attractions are built for guests. And it is the guests and their experiences within the story that determine true success.