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.