Bringing Back Nostalgic Properties to Universal Parks?

[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.

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.

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?

reminds me of when they showed really young people the movie Halloween and the young people laughed about it.

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".

why is Mama mia not viable?

but if they made a full ride out of jimmy Fallon, ANYTHING is possible lolol.
Mama mia is way way more culturally impactful and more iconic than jimmy Fallon lol.
i feel like mama mia probably has more fans than Fallon even.

 

[DodgsonHere]

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.

Brother are you trying to take down Universal fans as you are an extremely active participant on a Universal fan site

 

[Legacy]

Brother are you trying to take down Universal fans as you are an extremely active participant on a Universal fan site

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.

 

[UNIrd]

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.

Gas in the tank is exactly why we lost Jaws in the first place. The cost of all that fire was too high.

 

[Brian G.]

Gas in the tank is exactly why we lost Jaws in the first place. The cost of all that fire was too high.

Yeah, we're looking back with hindsight, but Jaws may still be around if it weren't for the high cost of maintaining the attraction and the valuable land it held.

Back to the Future, at the time of its closure, didn't have the same grasp in the cultural zeitgeist as it does now. It rebounded back up.

 

[cdogsumo]

The point that always comes to mind when people mention bringing back nostalgic properties is just how much of a hassle it would be in terms of theming.

Taking BTTF as an example, how do they make queue or in-ride videos using the characters? Drag 90 year old Christopher Lloyd out and de-age him? Use face replacement and AI voices? Recast?

There’s just not an answer that would make people happy IMO.

 

[UNIrd]

The point that always comes to mind when people mention bringing back nostalgic properties is just how much of a hassle it would be in terms of theming.

Taking BTTF as an example, how do they make queue or in-ride videos using the characters? Drag 90 year old Christopher Lloyd out and de-age him? Use face replacement and AI voices? Recast?

There’s just not an answer that would make people happy IMO.

Not sure if you've made it to the Back To The Future Escape Room in CityWalk (if not, highly recommended!). But they do a great job of having Doc Brown reprise his role throughout without showing him present day.

 

[Lucky Planet]

a jaws ride would probably have to be entirely screens. maybe.... One animatronic at the end like kong. not even sure if we all understand that it wouldn't be a water ride in any way, not only because of the cost and size, but because of where it would go. there's no place for something like that anywhere.

 

[DodgsonHere]

The point that always comes to mind when people mention bringing back nostalgic properties is just how much of a hassle it would be in terms of theming.

Taking BTTF as an example, how do they make queue or in-ride videos using the characters? Drag 90 year old Christopher Lloyd out and de-age him? Use face replacement and AI voices? Recast?

There’s just not an answer that would make people happy IMO.

On the other hand Jaws had no actors from the film come back for the ride

 

[TheCodeMan95]

-Ted: not viable

I still want a Ted M&G to this day, lol

As someone who sadly never got to experience Jaws, I'd love to see it come back. But that being said - it's not going to replace the fact I haven't ridden it if it comes back in a new, updated way.

 

[Mad Dog]

The one true star of Jaws is the shark....The actors were only supporting characters.....

 

[SeventyOne]

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.

 

[TheCodeMan95]

The one true star of Jaws is the shark....The actors were only supporting characters.....

This is highly debatable

 

[Brian G.]

This is highly debatable

For the movie, yeah. For the ride, they can get away with it.

Not so much with BTTF.

 

[TheCodeMan95]

For the movie, yeah. For the ride, they can get away with it.

Not so much with BTTF.

Oh for sure - I was referring to the movie lol

 

[UniversalRBLX]

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 agree on the nostalgia piece, however I'm not sure if that logic applies to the theme park setting entirely. I think IPs have the tendency to regain popularity and continue to capture new fans.

Great theme park attractions will always resonate with park guests. Disney's original attractions still resonate with guests... and even original films like Peter Pan & Cinderella are still popular. Indiana Jones is not as popular as it once was... but the show at DHS & ride at Disneyland still draw massive crowds.

There will always be a big new flashy IP to add to the parks, but I don't necessarily think that means we should completely gut the park of fan-favorite IPs. Universal learned a hard lesson with Fallon & Supercharged (and I like Fallon as a ride).


As for Mamma Mia, it's been at the top of my list of additions to UOR... it'll do well with crowds as family entertainment. People love Abba, I think something similar to Blues Brothers will do very well... maybe even better. I'm sure the rights are expensive though.

 

[Mad Dog]

I agree on the nostalgia piece, however I'm not sure if that logic applies to the theme park setting entirely. I think IPs have the tendency to regain popularity and continue to capture new fans.

Great theme park attractions will always resonate with park guests. Disney's original attractions still resonate with guests... and even original films like Peter Pan & Cinderella are still popular. Indiana Jones is not as popular as it once was... but the show at DHS & ride at Disneyland still draw massive crowds.

There will always be a big new flashy IP to add to the parks, but I don't necessarily think that means we should completely gut the park of fan-favorite IPs. Universal learned a hard lesson with Fallon & Supercharged (and I like Fallon as a ride).


As for Mamma Mia, it's been at the top of my list of additions to UOR... it'll do well with crowds as family entertainment. People love Abba, I think something similar to Blues Brothers will do very well... maybe even better. I'm sure the rights are expensive though.

The rights are probably more expensive than a street show would warrant. And I don't see Universal doing that type of live entertainment in a large theme park theater that needs to attract a large crowd for the numerous daily shows, especially since a generational music group is something that doesn't necessarily extend into a broad enough demographic. Seems like Universal is more interested in live theater that's more similar in scope to the Paris Potter, HTTYD, Bourne type shows.

 

[UniversalRBLX]

The rights are probably more expensive than a street show would warrant. And I don't see Universal doing that type of live entertainment in a large theme park theater that needs to attract a large crowd for the numerous daily shows, especially since a generational music group is something that doesn't necessarily extend into a broad enough demographic. Seems like Universal is more interested in live theater that's more similar in scope to the Paris Potter, HTTYD, Bourne type shows.

Mamma Mia is quite popular though, definitely will draw more than the Bourne IP.

Don't get me wrong, I don't think is an IP to prioritize (Wicked does), but I don't think it'll hurt to invest in smaller non-ride experiences with smaller IPs.

 

[Mad Dog]

No doubt its popular, but I don't see that as translating to a highly attended theme park theater, especially considering Universal's demographic that skews young, 20's, 30's.