NEWS
Merlin could pull plug on Shrek’s Adventure roll out
POSTED 06 Mar 2017 . BY Alice Davis
Shrek's Adventure London is an immersive, actor-led 90-minute experience
It’s almost a year since Universal’s parent company Comcast acquired DreamWorks, and now Merlin Entertainments boss Nick Varney has to decide what to do with its Shrek’s Adventure midway.

DreamWorks IPs include Shrek, Madagascar, Kung Fu Panda and How to Train Your Dragon, characters and worlds that translate well into themed entertainment environments. But since Merlin partnered with DreamWorks, Universal swooped in with its US$3.8bn (€3.6bn, £3.1bn) buyout.

Varney said in an earnings call that he had met Universal in January and that there were no concerns about them seeing out the standing contract with DreamWorks, which was for six Shrek’s Adventure midways globally, the first of which opened in London in 2015.

“We were pleased with the London attraction and it’s doing well,” Varney said. “What we don’t have from Universal is a guarantee that beyond these six we can continue to roll out more. And so right now we are assessing whether we are going to do the other five, whether we are going to switch to another IP or, basically, selectively do ones in big city centres where we think they’d do well.”

Varney added that the relationship is positive and that Comcast could well still be contemplating what to do with the DreamWorks acquisition going forward. However, it’s possible that Merlin will decide against rolling out the Shrek’s Adventure midway as was previously planned.
RELATED STORIES
  Multi-million pound Shrek's Adventure comes to Merlin's London cluster


Merlin Entertainments has launched the latest attraction at its London cluster on the River Thames, a ‘game-changing’ fully immersive Shrek attraction, which the project’s creative director has said will take linear experiences to new heights.
 


CONTACT US

Leisure Media
Tel: +44 (0)1462 431385

©Cybertrek 2024

ABOUT LEISURE MEDIA
LEISURE MEDIA MAGAZINES
LEISURE MEDIA HANDBOOKS
LEISURE MEDIA WEBSITES
LEISURE MEDIA PRODUCT SEARCH
PRINT SUBSCRIPTIONS
FREE DIGITAL SUBSCRIPTIONS
 
Leisure Management - Merlin could pull plug on Shrek’s Adventure roll out...
21 May 2024 Leisure Management: daily news and jobs
 
 
HOME
JOBS
NEWS
FEATURES
PRODUCTS
FREE DIGITAL SUBSCRIPTION
PRINT SUBSCRIPTION
ADVERTISE
CONTACT US
Sign up for FREE ezine
Latest news

06 Mar 2017

Merlin could pull plug on Shrek’s Adventure roll out
BY Alice Davis

Shrek's Adventure London is an immersive, actor-led 90-minute experience

Shrek's Adventure London is an immersive, actor-led 90-minute experience

It’s almost a year since Universal’s parent company Comcast acquired DreamWorks, and now Merlin Entertainments boss Nick Varney has to decide what to do with its Shrek’s Adventure midway.

DreamWorks IPs include Shrek, Madagascar, Kung Fu Panda and How to Train Your Dragon, characters and worlds that translate well into themed entertainment environments. But since Merlin partnered with DreamWorks, Universal swooped in with its US$3.8bn (€3.6bn, £3.1bn) buyout.

Varney said in an earnings call that he had met Universal in January and that there were no concerns about them seeing out the standing contract with DreamWorks, which was for six Shrek’s Adventure midways globally, the first of which opened in London in 2015.

“We were pleased with the London attraction and it’s doing well,” Varney said. “What we don’t have from Universal is a guarantee that beyond these six we can continue to roll out more. And so right now we are assessing whether we are going to do the other five, whether we are going to switch to another IP or, basically, selectively do ones in big city centres where we think they’d do well.”

Varney added that the relationship is positive and that Comcast could well still be contemplating what to do with the DreamWorks acquisition going forward. However, it’s possible that Merlin will decide against rolling out the Shrek’s Adventure midway as was previously planned.



Connect with
Leisure Management
Magazine:
View issue contents
Sign up:
Instant Alerts/zines

Print edition
 

News headlines
PureGym hits the two million member milestone and targets 200 more locations in Europe in next four years
PureGym hits the two million member milestone and targets 200 more locations in Europe in next four years   21 May 2024

Speaking to HCM for its 2024-2025 Handbook, which will be out next month, PureGym managing director, Rebecca Passmore, says the company is on .... more>>
QC New York to unveil 15,000sq ft multimillion-dollar expansion in July
QC New York to unveil 15,000sq ft multimillion-dollar expansion in July   20 May 2024

QC New York, a luxury Italian day spa on Governors Island, will expand its offering this July by adding an extra 15,000sq ft of space. This new area .... more>>
1Rebel plans expansion following cash injection from Imbiba
1Rebel plans expansion following cash injection from Imbiba   20 May 2024

Leisure, lifestyle, wellness and entertainment growth investor, Imbiba, has invested in boutique gym brand, 1Rebel's holding company, One Rebel Ltd, .... more>>
PILAT3S to debut in ClubSportive, Amsterdam
PILAT3S to debut in ClubSportive, Amsterdam   20 May 2024

Urban Gym Group will launch PILAT3S at ClubSportive in Amsterdam next month, to create a boutique-in-gym experience. PILAT3S is the newly-launched .... more>>
Cedric Bryant is the new CEO at The American Council on Exercise
Cedric Bryant is the new CEO at The American Council on Exercise   20 May 2024

The American Council on Exercise has appointed Dr Cedric Bryant as its new CEO. Bryant takes up the new position on 1 July, following on from .... more>>
Wellness real estate market booming – forecast to reach $913bn by 2028, reports GWI
Wellness real estate market booming – forecast to reach $913bn by 2028, reports GWI   17 May 2024

The Global Wellness Institute (GWI) has released promising new research on the wellness real estate market at its third-annual Wellness Real Estate & .... more>>
Company profile


Perfect Gym Solutions S.A.

Perfect Gym is a global software provider specialising in fitness and recreation facility management solutions. Trusted by over 1,500+ sites across 55+ countries, our scalable platform caters to a diverse array of businesses.

View full profile>>

Catalogue gallery


Featured Supplier

Red Raion expands global presence with new Riyadh office

Red Raion expands global presence with new Riyadh office

Red Raion, the CGI studio for media-based attractions, has announced the opening of its new office in Riyadh, Saudi Arabia. More>>




in this issue

• Virgin gets right to wipe out rent arrears
• Fitness industry mourns passing of Jan Spaticchia
• STA offers mindfulness resources



Latest jobs

Jobs Search



Fitness Instructor
Salary: £23,144 to £25,138pa
Location: Moulsecoomb, Brighton and Hove, Brighton, UK
Company: University of Brighton
Duty Manager
Salary: Competitive
Location: Clevedon
Company: Everyone Active
Swim Teacher
Salary: Competitive
Location: Bristol
Company: Everyone Active
Diary dates
Powered by leisurediary.com

18-22 May 2024

Eco Resort Network

The Ravenala Attitude Hotel, Mauritius







Published by Leisure Media Tel: +44 (0)1462 431385 | Contact us | About us | © Cybertrek Ltd