Bringing Back Nostalgic Properties to Universal Parks?

[ragerunner]

So Universal Studios has been leaning into nostalgia pretty hard recently. From Jaws 50th, the nighttime show, the parade, tribute store, fan fest nights (Hollywood), and merchandise.

Are we about to see them take it to another level? Could we see a new lineup of updated nostalgic rides.

A Ghostbusters coaster (pretty high chance at this point), an updated version of Back to the Future in the Simpsons land and maybe an indoor boat ride themed to Jaws in the current fast and furious building.

Do these franchises have the strength to carry the park with major investments in them?

 

[bdubsCEO]

I wouldn’t even call it “nostalgia” as much as it is leaning into their huge catalog of timeless movies that are beloved by every generation. I’d even consider something like the ‘99 Mummy part of that list. But yeah, it’s becoming increasingly clear that they want this to be a big part of their brand identity and park strategy.

At least at USH, there’s as much or more merchandise for these evergreen movies than there is for newer stuff. Obviously there’s plenty of room for both new and old stuff, but I’m really hoping they lean even harder into this.

Isn’t Supercharged all but confirmed to be replaced by Hill Valley and a completely new BTTF ride? I think a few weeks ago one of the “holy grail” leakers said that’s the plan. Honestly I can’t see Jaws coming back, it could work as a POTC style indoor ride but Jaws largely takes place during the day on the open sea and I feel like it would be really hard to recreate that indoors.

 

[UNIrd]

I think it's also the fact that we're in a different time and Universal spent a lot of their time removing classics to replace it with what's popular. These theme park attractions are a huge investment and expected to stand the test of time. And let's face it: thanks to the power of nostalgia, what they removed still sells plenty of merch, if not more than what's currently in place.

But also, some of these properties never stopped being relevant. And thanks to streaming, Back To The Future, Jaws, and Ghostbusters films can just as easily be a mainstay on the Top 10 of Netflix as other new releases.

So I love that Universal is trying to help make room for these IPs back in the parks again. The way they design for lands now and not standalone attractions, a Universal Creative building USF today would easily include a Hill Valley and Amity in their lineup.

 

[Legacy]

Except for Jaws and BTTF, name a Universal franchise that has NOT had a new entries in the last thirty years worthy of a theme park attraction. If we’re talking Universal nostalgia… let’s get nostalgic.

The idea of “Universal nostalgia” applies to such a small number of attractions and IPs. Compared to Disney, which literally has dozens of legacy IPs that have been waiting for attractions for years, Universal simply doesn’t. People complained about Bourne coming because it was too “old.” HTTYD had the same complaints for Epic.

The F&F IP replacement isn’t “confirmed” to be any IP yet. People want it to be BTTF. But I think that’s because people just miss BTTF and Universal fans (IMO) largely struggle to see the potential in anything other than what they’ve already seen.

Fans miss BTTF and they miss Jaws. And that’s fine. The issue is that new versions will never live up to the high quality of nostalgia itself. Further, I don’t think bringing them back as “new” attractions is the answer. If anything, bringing back IPs that were already attractions showcases a limitation to what Universal actually has they can use.

 

[belloq87]

Except for Jaws and BTTF, name a Universal franchise that has NOT had a new entries in the last thirty years worthy of a theme park attraction. If we’re talking Universal nostalgia… let’s get nostalgic.

The idea of “Universal nostalgia” applies to such a small number of attractions and IPs. Compared to Disney, which literally has dozens of legacy IPs that have been waiting for attractions for years, Universal simply doesn’t. People complained about Bourne coming because it was too “old.” HTTYD had the same complaints for Epic.

The F&F IP replacement isn’t “confirmed” to be any IP yet. People want it to be BTTF. But I think that’s because people just miss BTTF and Universal fans (IMO) largely struggle to see the potential in anything other than what they’ve already seen.

Fans miss BTTF and they miss Jaws. And that’s fine. The issue is that new versions will never live up to the high quality of nostalgia itself. Further, I don’t think bringing them back as “new” attractions is the answer. If anything, bringing back IPs that were already attractions showcases a limitation to what Universal actually has they can use.

My counterpoint to this would be that JAWS and BACK TO THE FUTURE are at the very top of the list of the best films (certainly of the crowd-pleasing variety) that Universal has ever made*, and the flagship park bearing the studio's name should probably heavily feature two of its greatest cinematic accomplishments.

And if the Universal IP cupboard is verging on bare without the "nostalgic" properties, I don't see that as an argument for not using them.

* I'd go even further with JAWS, and would contend it belongs in the debate about the best movie of all time, period.

 

[OhHaiInternet95]

My counterpoint to this would be that JAWS and BACK TO THE FUTURE are at the very top of the list of the best films (certainly of the crowd-pleasing variety) that Universal has ever made*, and the flagship park bearing the studio's name should probably heavily feature two of its greatest cinematic accomplishments.

And if the Universal IP cupboard is verging on bare without the "nostalgic" properties, I don't see that as an argument for not using them.

* I'd go even further with JAWS, and would contend it belongs in the debate about the best movie of all time, period.

Not actually a Universal property but Terminator will always be in a three-way tie with Jaws and BttF for my second all-time favorite ride at this park.

Legacy is correct that any new iteration would likely disappoint.

 

[GA-MBIT]

I don't think these additions have to be rooted in nostalgia for it's own sake. I greatly welcome attractions based on newer IP, but huge headlining attractions that need to last decades into the future should more often than not be based on IP that are proven and evergreen.

Puss in Boots: The Last Wish, The Super Mario Bros Movie, Wicked, even Trolls are very new Universal films that are built on legacies that range from 25 to over 100 years in age. They would be seen as contemporary and modern additions, but building a coaster themed to the Troll doll IP or a themed environment meant to look like Oz is something that could have theoretically happened anytime in the last 50 years.

I agree that there is fiercer desire to see BTTF, Ghostbusters, and Jaws return because it's stuff we've already seen before. I don't see that as a valid reason why they shouldn't do it again. How many Yellow Brick Road's have been built in theme parks over the decades? We've had Shrek rides for decades, should his new Swamp not have been built last year? Even if the park is much better for it?

I'm open to new concepts and IP being used. I would love to see Pokemon or LotR or something I can't even imagine yet. But I can't begrudge someone for wanting a BTTF coaster, a Ghostbusters dark ride, a Jaws restaurant, or a Spongebob land simply because it's already been done. Universal is known for these IP, and they're incredible IP with a ton of potential, that's why they were used in the first place. I would love to see this stuff return in a new and improved form at some point in the future.

 

[Lucky Planet]

My counterpoint to this would be that JAWS and BACK TO THE FUTURE are at the very top of the list of the best films (certainly of the crowd-pleasing variety) that Universal has ever made*, and the flagship park bearing the studio's name should probably heavily feature two of its greatest cinematic accomplishments.

And if the Universal IP cupboard is verging on bare without the "nostalgic" properties, I don't see that as an argument for not using them.

* I'd go even further with JAWS, and would contend it belongs in the debate about the best movie of all time, period.

40 years of movie history and universal doesn't have anything great or iconic to make a ride lololol

 

[belloq87]

Puss in Boots: The Last Wish, The Super Mario Bros Movie, Wicked, even Trolls are very new Universal films that are built on legacies that range from 25 to over 100 years in age. They would be seen as contemporary and modern additions, but building a coaster themed to the Troll doll IP or a themed environment meant to look like Oz is something that could have theoretically happened anytime in the last 50 years.

Inserting my periodic request for a THE LAST WISH ride.

 

[OhHaiInternet95]

Inserting my periodic request for a THE LAST WISH ride.

I love Last Wish but it's a bit sad that a spin off is likely going to be far superior to Shrek 5.

 

[belloq87]

I love Last Wish but it's a bit sad that a spin off is likely going to be far superior to Shrek 5.

Let's just be glad we got a movie as good as THE LAST WISH in the first place! It can stand on its own.

 

[UNIrd]

Except for Jaws and BTTF, name a Universal franchise that has NOT had a new entries in the last thirty years worthy of a theme park attraction. If we’re talking Universal nostalgia… let’s get nostalgic.

The idea of “Universal nostalgia” applies to such a small number of attractions and IPs. Compared to Disney, which literally has dozens of legacy IPs that have been waiting for attractions for years, Universal simply doesn’t. People complained about Bourne coming because it was too “old.” HTTYD had the same complaints for Epic.

The F&F IP replacement isn’t “confirmed” to be any IP yet. People want it to be BTTF. But I think that’s because people just miss BTTF and Universal fans (IMO) largely struggle to see the potential in anything other than what they’ve already seen.

Fans miss BTTF and they miss Jaws. And that’s fine. The issue is that new versions will never live up to the high quality of nostalgia itself. Further, I don’t think bringing them back as “new” attractions is the answer. If anything, bringing back IPs that were already attractions showcases a limitation to what Universal actually has they can use.

Hey.. A Snow White attraction was closed to make way for a new Snow White attraction. There's precedence for this.

And as they've seemingly come to show, some IPs and a Universal Studios park just make sense.

 

[OrlandoGuy]

Except for Jaws and BTTF, name a Universal franchise that has NOT had a new entries in the last thirty years worthy of a theme park attraction. If we’re talking Universal nostalgia… let’s get nostalgic.

Ahhhhhhhhh…okay, I’ll play.

Jaws is the 34th highest-grossing film in Universal’s entire library (unadjusted for inflation of course). Here’s what precedes it:
-Bruce Almighty: not viable
-The Grinch: already represented
-Meet the Fockers: not viable
-HttYD: already represented
-Despicable Me: already represented
-Kung Fu Panda: this one’s on the table
-Ted: not viable
-King Kong: already represented
-50 Shades: not viable (yes, I know this is getting clipped)
-Mamma Mia: not viable
-Jurassic Park/World: already represented
-Fast and Furious: already represented
-Sing: on the table
-Wicked: on the table
-ET: already represented
-Pets: evidently not viable
-Oppenheimer: not viable
-Mario: already represented

So when talking about what beats out nostalgia, from a pure dollars and cents perspective (unadjusted for inflation or anything beyond box office dollars), the nostalgic properties are up against three potential options.

The problem is modern Universal’s model is to put a lot of effort into a few cornerstone franchises that already have a park presence, a boatload of marketing into low budget/high profit ceiling fare (the Blumhouse/Dreamworks model), and save the rest for creative auteurs. That’s not a model that’s gonna lend itself to theme park expansion in the same way Universal of the 70’s and 80’s did.

 

[Legacy]

Ahhhhhhhhh…okay, I’ll play.

Jaws is the 34th highest-grossing film in Universal’s entire library (unadjusted for inflation of course). Here’s what precedes it:
-Bruce Almighty: not viable
-The Grinch: already represented
-Meet the Fockers: not viable
-HttYD: already represented
-Despicable Me: already represented
-Kung Fu Panda: this one’s on the table
-Ted: not viable
-King Kong: already represented
-50 Shades: not viable (yes, I know this is getting clipped)
-Mamma Mia: not viable
-Jurassic Park/World: already represented
-Fast and Furious: already represented
-Sing: on the table
-Wicked: on the table
-ET: already represented
-Pets: evidently not viable
-Oppenheimer: not viable
-Mario: already represented

So when talking about what beats out nostalgia, from a pure dollars and cents perspective (unadjusted for inflation or anything beyond box office dollars), the nostalgic properties are up against three potential options.

The problem is modern Universal’s model is to put a lot of effort into a few cornerstone franchises that already have a park presence, a boatload of marketing into low budget/high profit ceiling fare (the Blumhouse/Dreamworks model), and save the rest for creative auteurs. That’s not a model that’s gonna lend itself to theme park expansion in the same way Universal of the 70’s and 80’s did.

I didn’t ask about gross. I asked about time, specifically, nostalgic IPs that have not had an entry within the last 30 years. The only movie on your list that applies to that is ET. Everything else you list has a more current film.

And the statement that Mamma Mia! isn’t viable proves my point that Universal fans can only imagine things they’ve seen before. Mamma Mia features a musical group that performs songs made popular by one of the most popular, international pop groups of all time. Thinking Mamma Mia isn’t viable demonstrates a lack of creativity of how IPs can be used.

 

[fryoj]

I didn’t ask about gross. I asked about time, specifically, nostalgic IPs that have not had an entry within the last 30 years. The only movie on your list that applies to that is ET. Everything else you list has a more current film.

And the statement that Mamma Mia! isn’t viable proves my point that Universal fans can only imagine things they’ve seen before. Mamma Mia features a musical group that performs songs made popular by one of the most popular, international pop groups of all time. Thinking Mamma Mia isn’t viable demonstrates a lack of creativity of how IPs can be used.

Mama mia is not viable for a ride or land.

I think there's a solid argument for it not being viable as a show in a theme park.

Quality of source material has nothing to do with how viable an IP is for a theme park. There's a huge gulf between "can" and "should".

 

[OrlandoGuy]

I didn’t ask about gross. I asked about time, specifically, nostalgic IPs that have not had an entry within the last 30 years. The only movie on your list that applies to that is ET. Everything else you list has a more current film.

And the statement that Mamma Mia! isn’t viable proves my point that Universal fans can only imagine things they’ve seen before. Mamma Mia features a musical group that performs songs made popular by one of the most popular, international pop groups of all time. Thinking Mamma Mia isn’t viable demonstrates a lack of creativity of how IPs can be used.

I completely misunderstood your original post, but I think the point still stands…regardless of nostalgia or expectations against their original rides, there’s objectively more juice in the older franchises than in current ones we haven’t seen rides from yet.

As for Mamma Mia…I get you really like it a lot, but it’s not exactly a hit among the group that Universal is selling tickets to. The first one did bonkers business…as counter-programming to The Dark Knight that feasted on the 18-35 demo. And I’ll grant you that I’m not the most creative person, but I have enough media literacy to know that Mamma Mia is not going to translate into a ride that’s going to seriously move the needle at the resort.

 

[DrStarlander]

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.

 

[Legacy]

I completely misunderstood your original post, but I think the point still stands…regardless of nostalgia or expectations against their original rides, there’s objectively more juice in the older franchises than in current ones we haven’t seen rides from yet.

As for Mamma Mia…I get you really like it a lot, but it’s not exactly a hit among the group that Universal is selling tickets to. The first one did bonkers business…as counter-programming to The Dark Knight that feasted on the 18-35 demo. And I’ll grant you that I’m not the most creative person, but I have enough media literacy to know that Mamma Mia is not going to translate into a ride that’s going to seriously move the needle at the resort.

But you’re operating under an assumption its appearance has to be a ride. It doesn’t. And that’s part of the problem with so much of this “Universal needs to be nostalgic” idea.

The oldest movie IP with a permanent presence at Universal is currently the Blues Brothers from 1980. It’s older than BTTF and Ghostbusters. And no one ever thinks about it because the issue fans want to fix isn’t actually nostalgia. Fans just miss the Jaws and BttF rides.

My point about Bourne and HTTYD is how Universal fans have a myopic (non-derogatory) understanding of what “nostalgia” actually is and the breadth of things of ways IPs can be represented.

 

[GA-MBIT]

The audience for the parks has grown wide enough to the point where the nostalgia of older fans isn't actually the point of any addition like this. It certainly helps, and I'm sure Universal is eager to create their own Disney-esque cultural history to capitalize on; but older fans are also nostalgic for Beetlejuice, Earthquake and Disaster, Hanna-Barbera, Psycho, Alfred Hitchcock, but you don't see a lot of energy based on any of those from UDX.

This discussion is happening precisely because Jaws, Ghostbusters, BTTF aren't deep cuts. They don't make sense exclusively within the crowds that want Horizons to return. They are all mainstream, incredibly popular, and still surprisingly relevant parts of modern American culture. These "nostalgic" additions don't only make sense in the POV of USF hyperfans, they make sense in the POV of the general public, and the wider world that Universal has been exposed to post-Potter.

If that wasn't the case, they wouldn't be selling these specific IP across the pond in Great Britain. We might have just gotten thrown a few bones like the Great Movie Escape or Tribute Stores aimed at their local core audience. If it was a niche interest, I doubt we would see huge budgets attached to night-time spectaculars and parades heavily featuring these specific properties. Spectaculars and parades that are meant to attract traffic to North Campus during the nationwide Epic Universe rush.

Mamma Mia! would make a great little show, I'm sure. I'm sure it would fill a more than acceptable spot in the parks just like Bourne and Waterworld. But if you want something for the I-4 billboards aimed at the general public, you build another Shark, you let us board Ecto-1, and you send us 88 Miles per hour. That's how you sell tickets.

 

[OrlandoGuy]

But you’re operating under an assumption its appearance has to be a ride. It doesn’t. And that’s part of the problem with so much of this “Universal needs to be nostalgic” idea.

The oldest movie IP with a permanent presence at Universal is currently the Blues Brothers from 1980. It’s older than BTTF and Ghostbusters. And no one ever thinks about it because the issue fans want to fix isn’t actually nostalgia. Fans just miss the Jaws and BttF rides.

My point about Bourne and HTTYD is how Universal fans have a myopic (non-derogatory) understanding of what “nostalgia” actually is and the breadth of things of ways IPs can be represented.

I dont know, I just don’t think it’s that deep. I think when people say Universal should be more nostalgic, nobody’s disagreeing that it’s just about missing Back to the Future and Jaws.

I think the crux of the discussion should be less about the semantics of what “nostalgia” means and more about the validity of these older properties as attractions. And what I’m saying is that it’s not just about the fan opinion of the older rides (even if it’s overly rose-tinted), it’s the fact that they’re measurably popular action-based franchises that still have gas in the tank to carry rides throughout the resort.