The indoor entertainment center will feature attractions based on The Hunger Games, John Wick, Nerve, “Mad Men” and other Lionsgate properties.
NORTH AMERICA–Lionsgate and Parques Reunidos have joined forces to create the first Lionsgate-branded indoor entertainment center in New York City’s Times Square.
The indoor entertainment center, called Lionsgate Entertainment City, will feature a variety of attractions inspired by properties like “Mad Men,” The Hunger Games, John Wick and more. Highlights include a “Mad Men”-themed dining and lounge experience; a Hunger Games flying simulator attraction; the Dauntless Challenge Course, which is inspired by the Divergent franchise; the John Wick: Chapter Two-themed shooting ride, which will allow consumers to go head-to-head with a score of assailants; a theater that will feature a variety of 4D film and live show experiences; and VR entertainment, including a Nerve-inspired VR motorcycle thrill experience.
Lionsgate Entertainment City will also feature a host of branded retail and dining establishments–including a Lionsgate Café, the Hunger Games-inspired Peeta’s Bakery and The Capitol Confectionery and the first-ever Lionsgate Studio Store. It will also include party rooms for private events and special programming that can be customized for Lionsgate properties.
“We’re delighted to kick off our partnership with Parques Reunidos in midtown Manhattan, and we look forward to extending our alliance to other major U.S. and European cities as we continue to grow our location-based entertainment business around the world,” says Jenefer Brown, senior vice president, global lice and location-based entertainment, Lionsgate. “Lionsgate Entertainment City celebrates so many of our greatest film and television properties and provides their fans with a unique immersive experience featuring state-of-the-art technology right in the heart of the city.”
In addition, Lionsgate Entertainment City will serve as the first of several branded indoor entertainment centers that Lionsgate and Parques Reunidos are planning for U.S. and European cities.
“We are very excited to collaborate with Lionsgate in this new project, which is a big milestone for our strategy to develop Indoor Entertainment Centers in shopping malls and landmark buildings,” says Fernando Eiroa, chief executive officer, Parques Reunidos. “Lionsgate Entertainment City will be our sixth IEC, following the five we announced in 2016 which are underway in Europe. We hope that, through this strategy, we will develop 20 other centers in the coming years and we will become a worldwide leader in this form of entertainment.”
Lionsgate Entertainment City is currently scheduled to open in Times Square in 2019.