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Lionsgate extends push into themed entertainment with two development deals

November 23, 2016, 11:28 AM · Lionsgate is expanding its push into themed entertainment. The studio behind The Hunger Games, Divergent, and Orange is the New Black, among many other properties, will debut its first theme park land as part of the new Motiongate Dubai park next month. And this week, the studio announced deals to extend its branding to experience and leisure centers in China and Europe.

Lionsgate has hired Thinkwell Group to design Lionsgate Entertainment World at Novotown in Hengqin, Zhuhai, China. Set to open in late 2018, the indoor center will spread across almost 237,000 square feet — more than four football fields. The center will include attractions, dining and retail themed to Lionsgate franchises popular in China, including The Hunger Games, The Twilight Saga, The Divergent Series, Now You See Me, Gods of Egypt, and Escape Plan.

In addition, Lionsgate has contracted Parques Reunidos to develop a series of 20 Lionsgate-branded leisure centers in shopping malls and plazas around the world. Centers will open in Madrid and Murcia, Spain; Libson, Portugal, and London in the coming months, with more locations to be announced. According to the companies' press release, the centers will "bring to life some of Lionsgate's top film and television properties, such as The Hunger Games, the Saw franchise, Now You See Me, Orange is the New Black, and Nashville."

With its collection of franchises that appeal to a young adult audience, Lionsgate has established a powerful brand among Millennial consumers, even if the studios' dystopian environments aren't traditional settings for themed attractions. But, ultimately, Lionsgate's dystopian narratives are about the enduring power of hope in even the bleakest environments, which is a classic themed entertainment narrative that should create rich creative opportunities for Lionsgate's design partners.

Replies (3)

November 23, 2016 at 1:30 PM · A Hunger Games themed mall... that sounds so miserable.
November 23, 2016 at 3:31 PM · Appearing everywhere this Friday! ;^)
November 23, 2016 at 8:18 PM · Weren't the new Divergent and Gods of Egypt movies bombs at the box office? I don't even remember Escape Plan. I'm not sure what potential for success Lionsgate is looking for here.

I wonder if the Gods of Egypt experience will also feature whitewashed animatronics.

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