Bringing Back Nostalgic Properties to Universal Parks?

[DodgsonHere]

Can't help but notice this thread popped up the same weekend as The Great Muppet Meltdown.

Obviously the online fan community uproar over the closing of a dated "screenz" attraction and the worst QSR pizza in Orlando was about more than the Muppets. I posit that it's Millennials realizing the great pop culture freeze they grew up in -- which started in the mid-90s, lasted until probably 2020ish -- is finally fading. People in their 30s and 40s realizing that top 40 radio won't always be Taylor, JT and I-V-VI-IV songs, that the biggest movie of the year might not always feature Marvel superheroes, fashion might finally evolve from Starbucks barista chic, and that the theme park rides they can spiel by heart won't always be there. They've been in-tune with what's "cool" they're whole lives, and suddenly the kids are shouting "Chicken Jockey!" and for the first time they don't get it and it's so dumb and for the first time they feel their age. "I was hip and with it ... but they changed what 'it' is!"

So they cling to the IPs they spent their whole lives with, most of which they inherited from Gen X anyway. The Muppets. BTTF. Ghostbusters. Jaws. But these are only nostalgia plays right now. In 10 to 15 years, they'll be even more dated -- and its likely that era's teens and 20-somethings will be clamoring for something not even on our radar at the moment.

This is the danger of single-IP-themed lands. "The American Frontier" is generic enough to evolve into what each generation needs it to be; Far Far Away will be forever tied to a 90s movie very much of its day. The Magic Kingdom of 1991 looked very different from that of 1971. Universal Studios of 2025 has exactly 1 ride in common with 2003 Theme parks need the freedom to grow and change. And becoming a nostalgia museum impedes that.

Argument falls apart when you realize Muppets is being rethemed to 2001’s Monsters Inc.

 

[belloq87]

I posit that it's Millennials realizing the great pop culture freeze they grew up in -- which started in the mid-90s, lasted until probably 2020ish -- is finally fading. People in their 30s and 40s realizing that top 40 radio won't always be Taylor, JT and I-V-VI-IV songs, that the biggest movie of the year might not always feature Marvel superheroes, fashion might finally evolve from Starbucks barista chic, and that the theme park rides they can spiel by heart won't always be there. They've been in-tune with what's "cool" they're whole lives, and suddenly the kids are shouting "Chicken Jockey!" and for the first time they don't get it and it's so dumb and for the first time they feel their age. "I was hip and with it ... but they changed what 'it' is!"

I don't know that any psychoanalysis is really necessary. To me, it comes down to two things:

1. Some IP (not necessarily as-utilized in theme parks, but the parent property itself) is clearly evergreen.
2. I want to see as many things that I personally enjoy in theme parks as possible. That doesn't meant you can't create an attraction that I enjoy based on an IP that I don't (I don't like the SLOP movies at all, but I love the ride in Hollywood), but I think anyone who would say they don't want to see more of their favorite things in theme parks isn't really being honest. (Not saying you're saying that.)

Obviously the online fan community uproar over the closing of a dated "screenz" attraction and the worst QSR pizza in Orlando was about more than the Muppets.

So they cling to the IPs they spent their whole lives with, most of which they inherited from Gen X anyway. The Muppets. BTTF. Ghostbusters. Jaws. But these are only nostalgia plays right now. In 10 to 15 years, they'll be even more dated -- and its likely that era's teens and 20-somethings will be clamoring for something not even on our radar at the moment.

I disagree with the usage of "dated" as a pejorative in this context.

Would anybody really try to argue that Muppet*Vision isn't one of the very best (if not the best) 3D shows ever designed?

BTTF, GHOSTBUSTERS, and JAWS are beloved films. GB had a new movie just last year. JAWS is coming back to theaters in August in a wide release. BTTF recently spawned a musical. They all move merchandise.

My affection for those films may be subjective, but I think it's pretty objective that they're classics for a reason.

Universal Studios of 2025 has exactly 1 ride in common with 2003

And I don't think this has been a good thing for the park in any way.

A park should achieve a balance between "we will keep nothing" and "we will keep everything."

 

[UniversalRBLX]

I don't think theme parks should be museums, but I also think they need to do a good job at figuring out what's not working out and prioritize replacements for those instead that are better.

I'm ok with them ripping out beloved attractions or areas if their replacement are worthwhile - Jaws to Diagon, Dueling Dragons to Hagrid, Ellen for Guardians, etc.

I'm not a fan of ripping out beloved attractions for mediocre experiences - Ghostbusters for Twister, Supercharged, BTTF for Simpsons, etc.

Universal has proven that building attractions based off the latest IP doesn't always work, Disney has proven that building attractions based off older IPs can still work.

As long as the experience is great, guests (and the revenue) will be attracted to it.

 

[Mad Dog]

Most important factor: That the attraction is well done, entertaining, and fun. That transcends all the other stuff.

 

[Brian G.]

I'm not a fan of ripping out beloved attractions for mediocre experiences - Ghostbusters for Twister, Supercharged, BTTF for Simpsons, etc.

The caveat, of course, is that this is all subjective.

Well, not for FF…

 

[OrlandoGuy]

Can't help but notice this thread popped up the same weekend as The Great Muppet Meltdown.

Obviously the online fan community uproar over the closing of a dated "screenz" attraction and the worst QSR pizza in Orlando was about more than the Muppets. I posit that it's Millennials realizing the great pop culture freeze they grew up in -- which started in the mid-90s, lasted until probably 2020ish -- is finally fading. People in their 30s and 40s realizing that top 40 radio won't always be Taylor, JT and I-V-VI-IV songs, that the biggest movie of the year might not always feature Marvel superheroes, fashion might finally evolve from Starbucks barista chic, and that the theme park rides they can spiel by heart won't always be there. They've been in-tune with what's "cool" they're whole lives, and suddenly the kids are shouting "Chicken Jockey!" and for the first time they don't get it and it's so dumb and for the first time they feel their age. "I was hip and with it ... but they changed what 'it' is!"

So they cling to the IPs they spent their whole lives with, most of which they inherited from Gen X anyway. The Muppets. BTTF. Ghostbusters. Jaws. But these are only nostalgia plays right now. In 10 to 15 years, they'll be even more dated -- and its likely that era's teens and 20-somethings will be clamoring for something not even on our radar at the moment.

This is the danger of single-IP-themed lands. "The American Frontier" is generic enough to evolve into what each generation needs it to be; Far Far Away will be forever tied to a 90s movie very much of its day. The Magic Kingdom of 1991 looked very different from that of 1971. Universal Studios of 2025 has exactly 1 ride in common with 2003 Theme parks need the freedom to grow and change. And becoming a nostalgia museum impedes that.

I think this is really well-said and overall true, but in the context of this particular discussion is missing one thing—this generation doesn’t have anything else to replace it.

Continuing to refer to movies/TV (that’s what Universal was born from after all), the big pop culture moments of the last 10-15 years or so are borrowed from previous generations’ pop culture moments. The box office now is dominated by franchises that started decades ago (like Barbie and Super Mario). Even among “original content,” this generation got shafted…We didn’t get our own ET or Goonies…we got Stranger Things, which aped from those movies because that’s what that generation liked and didn’t have the creativity/confidence to bring to the modern day.

So while what you’re saying is true, there’s also a pretty legitimate argument against tearing this stuff out because we’ve been force fed nostalgia for so long in the form of remakes, retreads, and legacy sequels that that’s really all we have.

 

[Parkscope Joe]

There’s a concept called “generalization” where a quality is ascribed to an entire population that may not actually describe individuals within that population. There is also a concept called “self-awareness” where an individual (or group) understands and reflects on the components and traits of themselves.

The inability to imagine the implementation of ideas beyond a very narrow concept of what “works” (typically within the context of something they’ve already seen) is very prominent in Universal fans. I think that’s why so much of these conversations boil around the same handful of IPs. When a new potential IP is considered (like Bourne, or HTTYD, or WWE and Weeknd at HHN), fans (generalized) tend to struggle accepting the potential of something new. It’s an observation.

To add on to this, UDX knows more about what the GP wants than us random posters on a forum. They have market research and survey data to support their decisions, as it's a results-based business, and they want to succeed. This observation isn't meant to shut down discussion, but instead, maybe we should be looking outside the box more.

But... Muppets aren't going away? That specific show is, but Disney has plans to add new and substantial Muppets, Indiana Jones, Marvel, classic Disney Villain themed attractions across the next five years. A lot of their recent lineup has been early to mid 2000s era Pixar films, niche Gen X properties like Tron, or huge generational touchstones like Star Wars and Marvel (which you point to as being on the way out. Maybe for the films, but Guardians in the parks seem to be doing just fine.)

Disney is using Emperor's New Groove, a movie they tried to BURY, as a face of a Typhoon Lagoon event is indicative of this.

 

[rabbitsmoon]

Going in on nostalgia specifically for USF makes a lot of sense, and if deployed right, can boost the value of what's already there. If they can highlight the idea that the park is largely about classic movies and entertainment, I think that helps rides like ET, MIB and Mummy age gracefully. It gives the audience the right framework and expectation for the type of experiences they can expect to have. Which hopefully makes them more forgiving or open to stuff that might have felt outdated to them otherwise.

 

[Lucky Planet]

To add on to this, UDX knows more about what the GP wants than us random posters on a forum. They have market research and survey data to support their decisions, as it's a results-based business, and they want to succeed. This observation isn't meant to shut down discussion, but instead, maybe we should be looking outside the box more.



Disney is using Emperor's New Groove, a movie they tried to BURY, as a face of a Typhoon Lagoon event is indicative of this.

bury why

 

[JohnHammondsCane]

To add on to this, UDX knows more about what the GP wants than us random posters on a forum. They have market research and survey data to support their decisions, as it's a results-based business, and they want to succeed.

This is always the thing I forget about, tbh. Those of us on this board are the furthest extreme fans.

Most people may go 1-2 day(s) on their vacation and enjoy Transformers, Fast and Furious, Simpsons, etc., where a lot of us see many of these attractions as skippable.

This hit me with the MNSSHP announcement, with Hocus Pocus being the main show AGAIN, for what feels like the 5th straight year? Most families may go once in the lives to experience it.

I'll still complain about Hocus Pocus being overdone tho

 

[Mad Dog]

The GP tastes are often complete opposites of what the hardcore fan wants. And, locals, who attend all year, often have a different outlook than the General Public. Though I'm a hardcore fan, I'm also more a member of the GP since I'm an out of state tourist. One reason I look at things from a different perspective than many on this site. I'm probably more positive than most hardcore fans on attractions, I really love them all except F&F, since I'm not getting bored by seeing the same stuff on many occasions. Though I take very long vacations to Universal & WDW, the days are all bunched together, so I'm easily entertained with the entire gamut of rides, shows, bars, restaurants etc. ...I can honestly say, even though I've been to the parks hundreds of times, I've never experienced a boring day at the parks/onsite resort hotels.

 

[Frank Drackman]

it's interesting because outside of universal I don't really see anyone really wearing or having any merch from jaws or back to the future. not even online, but they are huge properties that are known.
I still wonder how much merch does jaws sell
for merch. even at uni I never really saw anyone with it.
jaws is definitely iconic but how many young people have watched it, people under 30?

Went to the parks recently while they have the Jaws stuff up for the summer. My wife NEEDED the water bottle thing they came out with. When I picked it up (I guess it had just restocked) the TM was like 'only one?' We got to talking and I was told I was the first person that day to only buy one.

I guess my point is that if they come up w/ something and the interwebs create the right buzz, merch will sell.

I sort of feel the same applies w/ a ride for an IP -- kids will check it out based on the ride -- how many HHN fans watch a movie because there will be a maze for the property??

If the movie itself can stand the test of time, then a ride just promotes the property, the nostalgia hits the parents and they share w/ the kids.

Anyhow, celebrating Jaws50 seems to be driving decent merch sales currently (from what I saw last week or so)

 

[Wesker69]

I'll still complain about Hocus Pocus being overdone tho

 

[LPCaptainDeath]

Since Ghostbusters is mentioned, I'm assuming this thread is not just about Universal IPs, but nostalgic IPs they "could" use (including under license). One IP I don't recall seeing mentioned that I think would be very nostalgic and could make a fun live show or dark ride -- and maybe the best thematic queue -- would be The Goonies.

I can see something like: a queue through a Grizzly Peak-like Oregon woods to that abandoned restaurant, you're "tied" (strapped) into a chair (a KUKA arm ride vehicle) with Sloth and then the adventure begins and you careen through all the caves and past traps, etc., with the Fratellis after you, until you reach the pirate ship in the grotto which is the exit, and has interactives you can play with as you leave.

I've never screamed Pirates of the Caribbean style dark ride! at my screen so fast and so loud before.

 

[Mad Dog]

Sharks, like Dinosaurs and Dragons...have universal (Universal) appeal. A Jaws shark attraction, if done well, would be a draw. It's evergreen. Age matters not.