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Disney to introduce first major Marvel attraction at

Hong Kong Disneyland in 2016

Update : 04/11/13 - 09h54 Published by François Mayné the 13 October 2013, New.

When The Walt Disney Company acquired Marvel Entertainment in 2009, its intention was to strengthen its position as a leading global provider of branded entertainment. With a library of more than 5,000 characters featured in many media, Marvel's universe indeed had a lot of potential to provide significant long-term growth opportunities for the company, including for its theme parks and resorts all over the world.

With the Marvel rights on hand, the Walt Disney Imagineering received additional creative sources to develop new experiences within the parks, but no one was really able to state which parks will get first a major Marvel attraction. That is, until last week when the chairman of Walt Disney Parks and Resorts Tom Staggs made an official announcement... in Hong Kong!

Disney has actually chosen Hong Kong Disneyland Resort to introduce its first major project related to Marvel's universe. Scheduled to open in 2016, the park will expand its Tomorrowland area with a new themed area based on Iron Man, one of Marvel's most popular franchises in recent years. Guests will visit the Stark Expo, an exhibition promoting technologies of the future in which they will have the opportunity to see the latest innovations of Tony Starks, also known as Iron Man, including the famous superhero's suits. A Marvel merchandise location and a meet & greet with Iron Man will also be part of the new themed area.

Disney bets on Hong Kong Disneyland to introduce a first major attraction based on Marvel's universe.

The new themed area will feature a E-Ticket ride: the Iron Man Experience.

The main attraction of the project will be an E-ticket ride named 'Iron Man Experience' in which guests will take flight with Iron Man on an epic adventure against alien invaders, the storyline taking place in the street and skies of Hong Kong. Disney didn't disclose the overall budget nor technical details on the ride system and the technologies that will be used to create the immersive experience.

“Since Marvel became part of the Disney family, our Imagineers have been dreaming up new ways for our guests to experience their favorite Marvel characters and stories,” said Tom Staggs, chairman of Walt Disney Parks and Resorts. “We’re thrilled to bring this first Marvel attraction to Hong Kong Disneyland. This new themed area underscores commitment to and confidence in the continued growth of the resort.”

Iron Man is one of the most popular Marvel franchises in recent years.

Disney has massively invested in Hong Kong Disneyland since the park opened in 2005. The company has just completed a 3-year expansion plan that included the addition of three themed areas - 'Toy Story Land', 'Grizzly Gulch' and 'Mystic Point' – featuring world first Disney attractions such as the family launch coaster 'Big Grizzly Mountain Runaway Mine Cars' or the dark ride 'Mystic Manor'.

These new areas have increased the size of Hong Kong Disneyland by about 25%, bringing the number of attractions and entertainment offering to more than 100. As a result, the park's attendance has been rising steadily since 2007 to reach 6.7 million visitors in 2012, ranking 6th of the most visited theme parks in Asia according to the annual survey conducted by TEA and AECOM.

“The new Marvel-themed area will give guests visiting Hong Kong Disneyland even more reasons to visit,” said Andrew Kam, Managing Director of Hong Kong Disneyland. “We are pleased to see the momentum of growth continue at Hong Kong Disneyland benefiting both our resort and the entire Hong Kong tourism industry.”

In addition to Marvel, Disney is also currently working on major projects using the 'Avatar' and 'Star Wars' movie franchises, betting on the success of these IP to create new kind of guest experiences in its theme parks.

Walt Disney Parks & Resorts - The Walt Disney Company - Walt Disney Imagineering - Intellectual Property (IP) - - - - - -

Written by François Mayné

François Mayné Publishing Director » Contact Us
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