In recent years, the cultural industry has witnessed a remarkable expansion, with Intellectual Property (IP) emerging as a cornerstone for driving market growthMajor players in the IP sphere, far from confining their activities to the online realm, are now setting their sights on offline ventures, notably by establishing themed parks that pursue new avenues for business development.
One notable example of this trend is Netflix, the American streaming giant that has announced plans to open two theme parks by 2025. Departing from the traditional model exemplified by Disney and Universal Studios, Netflix plans to construct its parks within shopping centersThis innovative strategy leverages existing commercial real estate to create expansive experiential entertainment venuesThe planned parks will incorporate immersive theaters, escape rooms, and mixed reality games, aiming to blend entertainment with shopping and dining, ultimately delivering a holistic sensory experience.
The current landscape of the cultural and tourism industry is marked by increasingly diverse consumer demands, with themed parks rising as a pivotal segment of the "cultural tourism+" modelNetflix had previously collaborated with South Korea's Everland, a major theme park operator, to develop a themed area centered around Netflix’s popular IPThis area officially opened in early September, showcasing how strategic partnerships can result in successful cross-promotional opportunitiesMeanwhile, Sony is shifting from mere IP licensing to developing proprietary brands, with its inaugural immersive entertainment venue, Wonderverse, showcasing both physical and virtual reality experiencesWarner Bros. has also deeply harnessed its beloved "Harry Potter" franchise, offering attractions that span parks and entertainment venues, while planning to introduce new themed areas based on classics such as "The Wizard of Oz." Domestically, Chinese companies like Huasheng Fantawild have developed a series of parks centered around celebrated IPs like “Boonie Bears,” extending these properties into hotels, cultural products, and beyond
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Similarly, Aofei Entertainment has leveraged licensing models to expand characters like "Super Wings" and "Pleasant Goat and Big Big Wolf" into physical attractions.
In today's highly competitive market environment, IP titans are keenly aware of the vast potential housed within offline markets, and their shift towards physical spaces represents a significant new phase of expansion.
For these IP powerhouses, one of the crucial ambitions in transitioning to offline ventures is converting the massive online traffic and immense popularity into substantial physical profitsTaking Disney as an illustrative case, the company boasts a myriad of iconic IPs worldwideThrough animated films, series, and digital games available online, Disney has captivated an enormous fan baseWhen these fans visit Disney’s physical theme parks, they don’t just purchase admission tickets; they indulge in dining experiences and purchase merchandise, hence tangibly transforming online engagement into real monetary gainThis diversification in operations allows IP giants to mitigate risks associated with market fluctuations, ensuring they do not rely solely on online revenuesFor instance, while Marvel's cinematic universe thrives with blockbuster totals, its attractions at physical theme parks entice throngs of superhero fans, effectively broadening revenue streams and business horizons.
Moreover, venturing into offline markets enhances brand visibility significantlyThe physical presence of a themed park serves as a tangible platform where individuals can experience the allure of various IPs firsthandSomeone unfamiliar with a particular IP may develop an interest due to exhilarating rides and unique cultural offerings enjoyed at the park, ultimately leading them to explore its online content further
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This reciprocal engagement—where offline experiences reinvigorate online interest—immensely widens brand outreach, augmenting recognition and influence in the competitive marketplaceAdditionally, within theme parks, fans often engage in close interactions with beloved IP characters and participate in themed activities, which fosters emotional attachment and loyalty, solidifying devoted fanbases.
The synergistic effect of online and offline interactions is yet another significant advantage driving IP leaders towards offline endeavorsOnline platforms lay the groundwork for physical attractions through enticing trailers and event notifications designed to draw users into the parksIn tandem, unique moments and exceptional experiences at the parks can be shared across social media by users, thereby generating substantial buzz and awareness around the attractionsFor instance, when Universal Studios rolls out a new themed area, preliminary promotions across its website and social media channels stir anticipation among potential visitorsOnce they experience the physical offerings, guests often share their excitement online, further amplifying the visibility and allure of specific attractions.
Another aspect contributing to the current trend is the practicality of situating theme parks within existing shopping spaces, which reduces costs and risks associated with new park developmentEstablishing a new theme park from the ground up typically incurs hefty expenses related to land acquisition and infrastructureBy leveraging existing commercial real estate, businesses can significantly decrease these upfront costsEstablished shopping venues generally come with an existing footfall and a favorable commercial context, aptly supplying potential customers and minimizing operational risks stemming from low recognition during early stages.
Additionally, offline theme parks furnish IP purveyors with expansive opportunities for innovation
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