Bringing Back Nostalgic Properties to Universal Parks?

[Jake S]

Nostalgia is a word used so broadly that it hardly means anything anymore. But we’re going to see more and more representation of older media as the profit incentive makes it increasingly difficult to get a non-sequel, non-IP film made.

And, as already noted, monoculture is long dead. I think you could argue that theme parks are one of the last widely shared cultural experiences left in the United States. And even that is under threat as regional theme parks go under and destination parks position themselves as luxury products.

 

[TheCodeMan95]

Nostalgia is a word used so broadly that it hardly means anything anymore. But we’re going to see more and more representation of older media as the profit incentive makes it increasingly difficult to get a non-sequel, non-IP film made.

I agree - I think the term has become very overused. How old does something have to be to be considered "nostalgic"? Snow White was already nearly 2 decades old when Disneyland opened with a Snow White ride.

 

[LPCaptainDeath]

This may be true but usually market research and surveys focuses heavy on what consumers want without looking into why and how they want it. An good example is surveys asking about IPs...do you want to see this fantasy IP and IPs like it come to the park....to what level would you like to see them. They typically never ask why someone why they want to see the IP and what about that IP appeals to them. It misses critical elements as well as sociological/psychological factors for certain IPs that are why certain IPs are popular which could turn a good land to an amazing land appealing even more so to non fans.

This is a great example on how we end up with a Skibidi Toilet attraction that even God fears.

Nostalgia is a word used so broadly that it hardly means anything anymore. But we’re going to see more and more representation of older media as the profit incentive makes it increasingly difficult to get a non-sequel, non-IP film made.

And, as already noted, monoculture is long dead. I think you could argue that theme parks are one of the last widely shared cultural experiences left in the United States. And even that is under threat as regional theme parks go under and destination parks position themselves as luxury products.

I agree - I think the term has become very overused. How old does something have to be to be considered "nostalgic"? Snow White was already nearly 2 decades old when Disneyland opened with a Snow White ride.

Yeah, I don't think we know what we're saying when we say 'nostalgia,' really. Not when the term itself is largely subjective as to the era the people using it are even referring when they say it. Are you talking about the 60s, 70s, 80s, or 90s at this point? There is room for specificity in a theme park without generalizing. We really should just be saying HISTORICAL at this point because properties like Ghostbusters, Back to the Future, JAWS, Star Wars, Snow White, etc. aren't just your average rose-tinted shades of "let Grandma/Grandpa revisit this" property; We're not talking guilty pleasures that barely scratched the surface of public perception nor sleeper hits no one saw coming, here. We're talking about the timeless existence of something with huge draw and incredible cultural -HISTORICAL- significance. There is room for things like this alongside brand new hits. We'll keep updating and recycling old and new, but let's not mistake it for 'nostalgia.'

 

[Parkscope Joe]

This may be true but usually market research and surveys focuses heavy on what consumers want without looking into why and how they want it. An good example is surveys asking about IPs...do you want to see this fantasy IP and IPs like it come to the park....to what level would you like to see them. They typically never ask why someone why they want to see the IP and what about that IP appeals to them. It misses critical elements as well as sociological/psychological factors for certain IPs that are why certain IPs are popular which could turn a good land to an amazing land appealing even more so to non fans.

I mean, yeah, but market research covers more than just asking folks what they want to see. I was thinking about more in depth focus groups, access to data we don't have about sales/engagement, plus just the interests of the creatives. Based on Universal's past 15 years it feels like they have a good handle on why people like IPs and what they want in a land.

 

[Mad Dog]

I mean, yeah, but market research covers more than just asking folks what they want to see. I was thinking about more in depth focus groups, access to data we don't have about sales/engagement, plus just the interests of the creatives. Based on Universal's past 15 years it feels like they have a good handle on why people like IPs and what they want in a land.

I've taken many on line surveys from Universal over the years and most of them are quite extensive/in depth, plus they generally allow written input. Usually they've been confidential, and quite often the questions hint on the directions they might be going in relating to attractions, entertainment and hotel resorts. I think they get a pretty detailed look at what the general public might want. Then there's also the in park surveys, though less extensive than the online, that gives Universal a good snapshot of the good/bad/indifferent. I've taken Disney surveys, but they're kind of self fulfilled pre determined outcomes and don't have the in depth questions that I've experienced with Universal....And yes, that internal data they possess, is gold.

 

[GA-MBIT]

When I talked about I-4 billboards before, it wasn't a hypothetical.

This is new as of the last year, and is currently rotating alongside their Epic Universe HTTYD, Mario, and Frankenstein promos; as well as some JP T-Rex and JW Raptors, Shrek and Trolls, and Minions of course. None of these are small, niche properties; and just about all of them have had some new movie release within the last 5 years, besides Frankenstein.

People might not know Brody, Amity, Quint; maybe they haven't seen the film, or would find it boring; but they know that John Williams theme. They know the Dorsal fin sticking out of the water, and that poster art. They know the Shark, and to stay out of the water when it's near. It's iconic, it's recognizable, it's exciting, and it's specifically Universal. That's a huge win, especially for an IP that's been dormant since before the 90s.

BTTF and E.T. are similar, as neither have been capitalized on with sequels, spin-offs, reboots like Jurassic, Shrek, Minions. They've remained iconic despite that gap in relevance; and I don't think it's just nostalgia. I don't think people get "nostalgic" when a film references the Psycho theme during a tense or violent moment; or uses 2001: A Space Odyssey "Also Sprach Zarathustra" to show something grand and incredible, or when they quote Shakespeare in the script of a modern movie. It's all just a part of the American cultural tapestry. When you think of a Shark song, it's either Baby Shark or it's "Da Dum". When you think of a generic horror monster, you think of Universal's version of Frankenstein. Any flexible use of the word "Nostalgia" doesn't have to play a part at all, so long as the IP still speaks to the Cultural zeitgeist as powerfully as these properties have.

 

[TheCodeMan95]

When I hear "nostalgia" used in a negative context, it's typically associated with movies/shows. I think theme parks kind of exist in a universe (lol) of their own.

Disney is currently building a new ride in Paris based off of the Lion King - a 31 year old movie.
They opened Seven Dwarves Mine Train when Snow White was nearly 80 years old.

The difference of course, is that Universal has had attractions for these properties already. But - I think if Universal announced a new Jaws or BTTF attraction right now, it would receive nothing but positive feedback.

(and it's not like they haven't reimagined an IP attraction before..)

 

[Wesker69]

The difference of course, is that Universal has had attractions for these properties already. But - I think if Universal announced a new Jaws or BTTF attraction right now, it would receive nothing but positive feedback.

Except for both BTTF & especially JAWS, a new ride has very big expectations to fill. Japan having the last JAWS Ride sets those expectations even higher. (Of course Hollywood just needs to give us back the "tilting dock" & another new updated shark)

(and it's not like they haven't reimagined an IP attraction before..)

Skull Island is terrible compared to KONGfrontation. But I'm biased towards physical sets vs screens lol

 

[GAcoaster]

I feel like people romanticize past attractions beyond what they really were. Our memories are subjective and we tend to remember the "good" parts of things more than the reality of what was truly there.

 

[Wesker69]

I feel like people romanticize past attractions beyond what they really were. Our memories are subjective and we tend to remember the "good" parts of things more than the reality of what was truly there.

Except.... The JAWS Ride was top tier perfection!

BTTF was an enjoyable simulator experience that was well put together.

Twister was better than Fallon. Enough said on that. Also flying cow.

Shrek was better than VillainCon. Seating > standing

Graveyard Revue & Earthquake were also top tier compared to the Disaster that is Supercharged

 

[UniversalRBLX]

I feel like people romanticize past attractions beyond what they really were. Our memories are subjective and we tend to remember the "good" parts of things more than the reality of what was truly there.

I agree, however it really depends on the situation...

Some mediocre fan-favorite attractions deserve to be closed for better experiences (Energy Adventure for Cosmic Rewind, Studio Backlot Tour for Galaxy's Edge, etc.)

Meanwhile, there are fan-favorite attractions that are beloved by everyone, but its replacement ultimately ended up being better (Jaws to Diagon Alley, Tom Sawyer to Piston Peak).

However, there have been questionable times when a popular attraction is replaced with a sub-par experience (Great Movie Ride to Runaway Railway*, Back to the Future to Simpsons, Beetlejuice for F&F, etc.). Unfortunately, these are the decisions that end up causing fans to question any project that replaces it.

I'm all for progress/replacements in the parks, but they have to be better experiences than its predecessor.


*I like Runaway, but replacing GMR was not the right move.

 

[Parkscope Joe]

I feel like people romanticize past attractions beyond what they really were. Our memories are subjective and we tend to remember the "good" parts of things more than the reality of what was truly there.

Unquestionably, I do it too! That's why I think anyone wanting to bring back old attractions or old IPs are making a monkey's paw wish.

 

[Mad Dog]

Recall the end life of some of those attractions. They weren't being well attended. That said, some of the replacement attractions have not been as good as what they replaced.

 

[mccgavin]

I feel like people romanticize past attractions beyond what they really were. Our memories are subjective and we tend to remember the "good" parts of things more than the reality of what was truly there.

Unquestionably, I do it too! That's why I think anyone wanting to bring back old attractions or old IPs are making a monkey's paw wish.

You might be overthinking this. My first visit to Universal Orlando was just a few years ago, and I never got to experience Back to The Future The Ride or Jaws. My desire to see them return with new attractions isn't based on memories of the original rides, but rather my love of the films they are based on.

I definitely feel there is a gap in the resort's attraction offerings, with some of their most popular legacy films not being properly represented in the parks (though Mega Movie Parade and Cinesational are a step in the right direction). Dark Universe shows some of these older properties have more to offer for the resort, especially since the Universal Classic Monsters are FAR older than any other property being discussed here.

 

[Jake S]

The Back to the Future ride needed to go. I understand why the Jaws ride went. I really like that Universal is willing to kill its sacred cows. But I think these movies, these stories, can still be great attractions. There’s no guarantee, of course, but I’d love to see Universal give these movies another go.

 

[Wesker69]

The Back to the Future ride needed to go.

 

[Jake S]

the ride system needed to go in 2007. thankfully they took care of that when they added the simpsons!

crap

 

[TheCodeMan95]

You might be overthinking this. My first visit to Universal Orlando was just a few years ago, and I never got to experience Back to The Future The Ride or Jaws. My desire to see them return with new attractions isn't based on memories of the original rides, but rather my love of the films they are based on.

I definitely feel there is a gap in the resort's attraction offerings, with some of their most popular legacy films not being properly represented in the parks (though Mega Movie Parade and Cinesational are a step in the right direction). Dark Universe shows some of these older properties have more to offer for the resort, especially since the Universal Classic Monsters are FAR older than any other property being discussed here.

You nailed it right here. I started going to Universal in 2016, so I have zero nostalgia for anything prior to that.

And I would absolutely LOVE to see a Jaws attraction.

 

[UniversalRBLX]

There's room for both nostalgia-fueled and modern day IPs for synergy. Jaws & BTTF to this day are still some of Universal's top grossing films of all time.

I don't think it's silly to suggest the return of BTTF, Ghostbusters or Jaws when they've proven their popularity time and time again. Shouldn't expect Jaws: The Ride to return as it once was... but a new reimagined version isn't out of the question. Same for Ghostbusters and BTTF. Universal learned the hard way that forcing only the latest IP craze into the park isn't the best decision long-term.

This chart made me realize how off-putting the DreamWorks Land execution was overall. I understand it was a stop-gap, but I really hope they go back in and improve things... Shrek, Madagascar and Kung Fu Panda grossed more per film than HTTYD and deserve similar attention.

Data Reference:


*Inflation adjusted numbers are tricky to produce accurately, but they are within range.

 

[Wesker69]

In regards to DreamWorks.... they failed to take note of the successful SHREK area in Singapore & Panda area in Beijing.