Among the laundry list of questions raised by the Disney/Marvel deal is “What happens with the theme parks?” Presently, Marvel characters are featured at the Universal Islands of Adventure, Orlando’s biggest competition for the House of Mouse. Observers started speculating as soon as the news hit.
This obviously could present a major issue for Universal Orlando’s Islands of Adventure, as the entire “Marvel Super Hero Island” is based off of Marvel characters, as well as other character use around the entire Universal resort. Personally, I don’t see Disney allowing Universal to continue using the characters in their “direct competition” theme parks, unless perhaps Universal would be willing to pay a good sum in royalties/usage rights.
“It’s just a grand slam deal for Disney,” said Dennis Speigel, president of International Theme Park Services, a consulting group in Cincinnati that brokers theme park purchases. “It adds a great stable of characters to the already-strong business they have. … If I were Universal, I would be very concerned right now. We’re talking about more powerful direct competition to Universal right in their backyard.”
Iger and others announcing the deal this morning had little to say about Marvel’s current arrangement with Universal Orlando, which has an entire theme-park area, Marvel Super Hero Island, dedicated to Marvel characters. Universal’s contracts apparently gives it exclusive U.S. rights east of the Mississippi River for theme-park attractions built around certain of those characters, notably Spider-Man, the Incredible Hulk, X-Men and Dr. Doom.
“Marvel Super Hero Island at Universal’s Islands of Adventure and the Marvel characters are a beloved and important part of the Universal Orlando experience. They will remain so,” said Tom Schroder, a Universal spokesman. “Our guests are going to get to meet Spider-Man and all our other Marvel characters. We believe our agreement with Marvel stands and that the Disney/Marvel deal will have no impact on our guest experience.”
We’ll have more as this all unfolds.
August 31st, 2009 at 10:59 am
Does that terminology in the Orlando Sentinel imply that Disney might be able to start using characters in the California theme park right away, without waiting for the usage agreement with Universal to run out?
August 31st, 2009 at 11:43 am
Here is what will happen according to comments from Disney leaked to the CNBC and Fox Business Networks: The theme park contracts are expected to be allowed to run their course.
August 31st, 2009 at 11:50 am
Yep, that was the first thought in my head as well.
August 31st, 2009 at 12:00 pm
I can see Disney [if they're smart] playing nice with Universal and letting them continue to license the characters for Marvel Super Hero Island” (kinda like a “known brand” licensing their product to a “no name” or store chain brand - they will STILL make gobs of money)
Here’s what I see happening:
Disney will continue to let Universal keep the rides they currently have and allow to upgrade/refurbish them accordingly, but not develop any new rides with major characters (eg. Universal won’t be able to create a ride to coincide with the upcoming Captain America movie)
Or, Disney may allow Universal to develop new rides using secondary characters only (eg “Dr Strange’s House of Horrors”)
Disney will create their own theme park rides (maybe finally get ride of Epcot) using every character at their disposal, but the rides will be significantly different so that visitors can benefit from two different Spider-man rides
August 31st, 2009 at 12:28 pm
I think Hulk was the last new thing added to Marvel Hero Island. there really isn’t any room for growth in that part of the park as far as I can tell, without sacrifices. I think Universal would be better off rebranding the island by licensing Transformers.
August 31st, 2009 at 12:35 pm
Universal has exclusive theme park rights to the Marvel characters east of the Mississippi River. Universal can continue to develop new rides and maintain the current ones, as the Marvel contract, as well as all other 3rd parties involved with Islands of Adventure, exists as long as the parks exist. So unless Universal is planning on demolishing the park, they’re set for life.
August 31st, 2009 at 2:02 pm
I seriously doubt they’re “set for life.” I don’t know when the licensing agreement between Universal and Marvel ends, but it will end eventually.
The Marvel characters are just a facade for the rides. Kings Island was owned by Paramamount a few years back, and their rides all had Paramount connections, “Top Gun,” etc. When Paramount sold the park, they took down the old signage, put up new signage, and they were back in business.
I’d be very surprised if the licensing agreement were renewed, but I don’t think Universal will waste any time or tears before they set up new theming or a new licensing agreement… maybe with DC.
August 31st, 2009 at 4:06 pm
Wesley Smith wrote “I’d be very surprised if the licensing agreement were renewed, but I don’t think Universal will waste any time or tears before they set up new theming or a new licensing agreement… maybe with DC.”
Most likely not, as DC already has its characters associated with Six Flags chain as part of an overall agreement with Warner Brothers. Six Flags parks feature many DC character rides, as well as extensive use of Hanna-Barbera and classic WB characters. (WB owns DC and Hanna-Barbera.)
August 31st, 2009 at 4:28 pm
Well the best ride there - the Spider-Man 3-D ride, certainly does not use the character just as a “facade”. The others could be rebranded easily enough, but the Spider-Man ride is really the crown jewel of that park.
September 1st, 2009 at 9:27 pm
@ Murray: Get rid of Epcot? I wouldn’t like that. The front section of Epcot, with all the technology and “future” stuff is sweet.
The back half, the internation section, could use some work. It bored me as a kid, and I thought I’d appreciate it more as an adult, but it didn’t. Lots of nice shops and restaurants, but it’s all damned pricey. And only one ride: the Maelstrom (I think?), which is easily the most boring, stupid ride in the whole park. Then when you leave that non-ride they show some lousy film about Norway that has to be at least 25 years old. It’s incredibly lame.
Still, I don’t see them dropping that back half of the place. All those shops and eateries probably make a ton of money (when they’re open at night, I understand people like to go drinking “around the world”). Plus I’m sure they see it as adding a bit of “culture” to the place. It’s a nice idea, there’s just not much to it. I did like the Japanese drummers though, and that cool display hall featuring old, tin Japanese toys. I guess they have concerts throughout the year there too. I was surprised at some of the biggish names they get.
I still think the Hollywood Studios theme park seems the most logical place for Marvel at WDW. But I don’t think there will be much until the contract with Universal expires.
September 1st, 2009 at 9:35 pm
@ johnf: You’re right about Six Flags and DC. I don’t know about their other parks, but the one near Chicago has a few DC themed rides, and lots of DC swag available in the shops. They have a few (lame) costumed characters too. There was a kid I saw last year (and I do mean kid… Maybe 18-20 years old) who was supposed to be GL John Stewart. We went this year and there was a more convincing guy in a Riddler costume (bowler hat, cane, the whole deal).
But they sure aren’t doing much with the properties. That “Batman: The Ride” has been there since Batman Returns came out almost 20 years ago, and the “Dark Knight Coaster” is a pretty lame ride, sad to say. “Superman: The Ride” is pretty fun, but that’s been there for awhile too. Seems to me they could come up with better stuff, modernize a bit. Even the DC merchandise was pretty bad. They have a lot of it, but I see much better stuff elsewhere.
I know Universal’s going to have a Harry Potter theme park soon. I’m surprised Six Flags didn’t snag that for themselves, given their relationship with WB.
September 2nd, 2009 at 4:05 pm
Look. The agreement at universal will end, and who knows what will happen. Disney may charge a large sum upfront and continue to distribute the agreement to universal for marvel properties in short bursts, say 5 years.
As far as demolishing epcot: you are all crazy. This is the only Park other than Disneyland in Anaheim that walt actually designed. The walt disney company will never get rid of this for that reason alone. And in no way will Marvel fit in to the “Experimental Prototype Community of Tomorrow” (EPCOT) when Disney’s Hollywood Studios is right next door. Remember, Disney is all about theming. That’s what sets their resorts and parks aside from the “competition” if any such company exists.
September 2nd, 2009 at 4:41 pm
@ ur all nuts!: What do you mean “you are all crazy”? Only one guy suggested knocking down Epcot, and I disagreed with him! I also said that, indeed, the Hollywood Studios theme park at WDW is the most logical place to create a Marvel presence. What, and when, depending on the contract with Universal of course.