I was thrilled to attend “Transforming IP into Tangible Magic: The Art of Immersive Attractions” during the IAAPA Expo. The panel was hosted by Shawn McCoy (Imagine Exhibitions SVP, Business Development & Creative Strategy) and the panelists included Philipp Edelmann (Head of Attractions and Productions at Netflix Experiences), Alexis Scalice (Former Universal LBE exec), David Hutchinson (Path Entertainment Group CEO), and Jason Egan (President of Egan Productions).
Here are some takeaways from this insightful panel.
Netflix’s strategy in the themed entertainment industry
Philipp Edelmann (Head of Attractions and Productions at Netflix Experiences) provided some insights on Netflix’s current strategy in this space. Edelmann acknowledged the current strategy includes semi-permanent, touring, and permanent experiences. The multi-format strategy allows Netflix some flexibility across the board as they work with partners and now they are starting to do some of their experiences from the ground up like Netflix House.
Netflix has access to their creators for themed experiences. Netflix’s goal with themed experiences is to create standalone stories. Edelmann says the process has been smooth for a property like Stranger Things because the creators The Duffer Brothers are theme park nerds. Edelmann also revealed the backstory of the upcoming Netflix Bites experience. Netflix approached 12 chefs. They all said yes when they only expected 3–4 to accept. Netflix ended up with 8 chefs overall.
The big three Netflix Experiences franchises seem to be Stranger Things, Squid Games, and Bridgerton so far. I could see Netflix getting more aggressive in this space in the near future. The one thing that wasn’t brought up and it was likely due to timing was Netflix House. I think everyone is curious how a permanent Netflix installation will go, and if it will fit the markets they’ve picked.
Localization and smaller markets
The panel also discussed localization for different markets. For example, David Hutchinson, who has worked on the Monopoly Lifesized project, mentioned how the gameplay is different in Toronto than it is in say New York. Hutchinson also mentioned that he eventually hopes to see touring immersive experiences in smaller markets.
“They haven’t seen the movie but they recognize the brand” & “Instagramable Playgrounds”
These two quotes stood out from the panel. IP is a powerful tool. People recognize brands and they are willing to try things if it’s something they recognize. For example, fans will likely go to a Stranger Things or John Wick experience instead of an unknown experience (unless that experience had extremely good word of mouth).
“Instagramable Playgrounds” is a great summary of a distinct trend in the themed entertainment space. We are seeing companies of all sizes implement experiences and areas that are meant to be posted on social.
The experience industry is evolving however wth 30% increase in VR/AR investment, 65% increase in AI usage on mobile apps, and a 900% revenue growth for AR/VR by 2030.
In the back half of the roaring 2020s, the experience industry will have to grapple with how to utilize VR, AR, and AI. However, one has to wonder if virtual reality, augmented reality, and artificial intelligence get replaced by different tech trends in the latter half of the decade.
One shot or one opportunity
Jason Egan quoted Eminem’s “One shot or one opportunity” throughout the panel. I may have some hometown bias — born in Michigan — but I enjoyed the reference. Egan also shared another great quote, “20 years ago I couldn’t get a studio on the phone now I’m up here with a former Universal exec and Netflix exec.”
The group’s favorite world-building experiences
David: Stranger Things: The First Shadow
Phillip: Phantom Peak
Jason: Star Wars: Rise of the Resistance
Alexis: Casa Bonita
Which IP should get an attraction or an experience?
David: Multi-branded IP from multiple studios. (Essentially multiple studios and IP working together in one project).
Jason: Gremlins and Goonies
Phillip: Immersive sports experiences.
Alexis: Elite Fashion — Louis Vuitton, etc.
It was a stellar panel. It was quick-paced insightful, entertaining, and informative.
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Zach Perilstein is the Editor-in-Chief of the Boardwalk Times
