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EVERYONE'S WILD ABOUT HARRY By Rick West |
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Earlier this month, Universal Studios Hollywood held a press conference and announced that the park will be getting Harry Potter and the Forbidden Journey/Hogwarts Castle. At some point. Somewhere. It was a much-anticipated media announcement in the wake of both The Wall Street Journal and Los Angeles Times trumpeting the week before that Potter would be making a West Coast home at Universal Studios Hollywood and that the company was set to publicize it in the coming week. Fans, blogs, tweets and websites were buzzing with anticipation. Were the two big media sources correct? Many people - including industry experts - called B.S. on it, citing the fact that Universal Studios Hollywood is really land-locked and already very crowded when it gets busy. Plus, the footprint needed for Forbidden Journey is rather large - leaving few precious spaces that it could possibly fit at the Southern California Universal property. However, on the heels of the WSJ and Times articles, Universal did send out a media advisory that there would be a Butterbeer toast and huge announcement made, as was predicted. The fan reaction was explosive, and for days, Harry Potter coming to Los Angeles was the main focus of enthusiasts everywhere, even overshadowing the bigger story - that Universal would be announcing a massive expansion of The Wizarding World of Harry Potter in Orlando as well. |
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The big day came, and the theme park industry and its fans waited with great anticipation to find out what exactly was going to come to the West Coast park. The media event began, and even though it was the worst-kept secret in the industry for a week, it was exciting to actually hear the confirmation that Universal Studios Hollywood would be getting Forbidden Journey. And in the midst of confetti and Butterbeer along with two of the film series' actors... we started saying, "This thing is going to wrap and we're not going to get any more answers!" |
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And sure enough, that's what happened. 45 minutes of chest beating about bringing jobs to the Southern California economy, and POOF! Like a wizard's spell had been cast, everyone was starry-eyed and amped up just from hearing that Forbidden Journey is coming. Very quickly, it was apparent that something very odd had taken place. Let me break it down as I see it: First, someone leaked something to both the Journal and the Times. There is no way that two big media sources such as those two would simply begin running off at the mouth about Harry Potter coming to Universal Hollywood randomly at the same time. There's no doubt about it; information was leaked - probably strategically. And, acting as big media always does - they forced Universal's hand by hyping their information. So Universal Studios scrambled, and a media event was thrown together in a week and Mark Woodbury and the Universal execs made a trip to Hollywood along with State Governor Jerry Brown to do a total dog and pony show at the theme park before saying yes to what the Journal and Times announced a week before. Sidebar - in my opinion, it is never really a great marketing move to involve any politician in your media event. Tying someone that is likely really disliked by a lot of people (because let's face it, politicians usually are a debate tinderbox ready to go off in any social medium) to your park or attraction just really seems unnecessary and counter-productive. I can tell you straight-up that Johanna (TPA co-owner) hates the increases and cuts he's hitting colleges with, as she is about to wrap up being a student and knows first-hand how tough schooling already is cost-wise. She had to bite her tongue not to boo him when he took to the podium. So, I don't see what Universal really had to gain by dragging Brown into the mix, when he probably doesn't have the slightest clue what the Wizarding World of Harry Potter even is, let alone care about it. |
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I can very comfortably say that I don't know one theme park fan or industry person that was impressed or excited that Governor Brown was there - so, why did Universal even bother? The likely answer is to have a politically-heavy preemptive strike in the media against those who will surely oppose the park's new Potter attraction due to traffic and congestion increase that will definitely come along with the new addition. But still - no one gave a rat's ass that Jerry Brown was on stage. Well, maybe Jerry Brown. I digress. |
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So as the event was obviously coming to a close, I was tweeting like a madman on the TPA feed that it looked like we weren't going to get any solid answers. And we didn't. There is no timeline. There is no location. Hell, there wasn't even a definitive acknowledgement that we're even getting a village here. For all we know, we may be getting a Butterbeer cart, and the Forbidden Journey ride - nothing more. It wouldn't be the first time California has gotten the crap end of the stick when it comes to second generation attractions from Orlando. I highly doubt we'll get screwed, but there's always the chance; and you can't blame us for being gun shy based on factual history. However, I believe we will get the Forbidden Journey attraction along with the village and a larger capacity-enabled Olivander's Wand Shop experience. Why? Because every inch of Wizarding World makes money, and Universal knows it. With Orlando making hundreds of millions from WWOHP in its first year alone, there is little doubt that the bean counters at Universal Hollywood are ready to flatten whatever and wherever to make Potter happen in a big way here. But still, the question begs - why the leak? Why the announcement? And why now? What good does it do anyone at this point? It's not to take the wind out of Disneyland's sails over Cars Land opening next year; the timing is all off, and that's going to be Transformers' job anyway - not Potter's. It wasn't to overshadow Magic Mountain's hellish new freefall ride for next year; no one really cares about that, anyway. It certainly wasn't a surgical strike against Knott's Berry Farm's Christmas Crafts Fair or new Snoopy ice show. The timing is really baffling. Unless you take into account that Universal was forced by the two big media companies to respond somehow to their articles. Hell, I'm not a huge Transformers fan, nor am I that excited about the ride, but I sure feel sorry for the Transformers team at USH; talk about getting the shaft just months away from their big day. I mean, there they are - meeting deadlines and racing to get the ride installed after a fairly rapid construction process and just as they see the light at the end of the tunnel... it's the Hogwarts Express! That really sucks. I can only imagine what the comments were around that water cooler. Rather than being totally behind Transformers, Universal Hollywood is suddenly trumpeting Harry Potter and guess what? No one's talking about Transformers now; it's all about Wizarding World. Talk about a set-up for failure; I imagine EVAC is trying to figure out how to transform into a broomstick, or better yet, a one-way ticket out of Los Angeles. One of my colleagues suggested that perhaps Universal isn't all that thrilled with Transformers, which has already opened in Singapore. I don't think that's the case, since Southern California tourists/locals seem pretty easy to please (see the tremendous, somewhat shockingly high positive response to King Kong 360 3D); there's not a very high bar here in California. |
| I honestly feel that this whole thing has nothing to do with Transformers at all; in fact, I believe it is merely caught in this particular crossfire between big media and Universal. And, as I have said, I think it's really hurt Transformers, because the focus is absolutely now beyond that attraction and firmly on Harry Potter. The opening of Transformers is going to go like this: "Whoo! That was great! Now, when does Wizarding World start construction?" And that'll be it. |
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The big question is: where is Wizarding World of Harry Potter going to be built at Universal Studios Hollywood? That's anyone's guess, and despite the LA Times already speculating (or maybe it was already leaked to them - someone inside Universal seems to have loose lips and the Times on speed dial) that it will replace Waterworld, I think there are several possibilities to ponder. At first, my gut feeling was that both Waterworld and the Gibson Amphitheater would have to go to make way for such a large footprint as Harry Potter. That would make a footprint more than large enough for Wizarding World. In fact, citing a recent article by the Associated Press in which writer Ryan Nakashima states that, "Los Angeles County Supervisor Zev Yaroslavsky said he was told that a live concert venue, Gibson Amphitheatre, would be scrapped to make way for the attraction." So that rumor seems like a done deal, right? The problem with that scenario is that the ownership of the Gibson is a quagmire mess between Universal, Live Nation and Gibson. To tear out the theater would be a messy contractual/legal ball of wax, so I honestly would be very surprised if that happens - it would likely be very costly and probably fairly ugly of a business ordeal for all involved. The other issue that hasn't been addressed is also fairly problematic. Even if the Gibson wasn't an concern and was torn down along with Waterworld, there is a huge sight line issue; the NBC-Universal admin buildings tower over what would be Hogsmeade. There'd be no reasonable way to hide those buildings and the back of CityWalk structures from being visible from within WWOHP. Rowling wouldn't allow that, nor would Universal Creative. So, by all accounts, I am personally considering that site option pretty much out of the running. Another location idea that has been kicked around is the Falls Lake area, which is on the back lot, across from the War of the Worlds plane wreckage area. |
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Falls Lake is a very active shooting location and was recently used to a great extent by Disney for Pirates of the Caribbean - At World's End. It's large enough to accommodate Potter and company, but honestly, it would be a logistical nightmare in shuttling crowds from the upper lot to the back lot. Plus, the sound generated by thousands of guests crammed into the area each day and night would not fly with the neighbors, who already are at odds with Universal Studios. Plus, even if you did build it down on Falls Lake, who the hell would see it? For these reasons alone, I feel the Falls Lake rumor site is D.O.A. Which brings me to my choice for where this thing is eventually going. If I had to place a bet right now, I'd be all in with my chips on the upper lot area encompassing the Stunt Show arena, both international streets and T2:3D. |
 Click the image for a larger version of the map. Highlighted area represents where Rick is guessing Wizarding World of Harry Potter will be built at Universal Hollywood. |
Universal has been waiting for a reason to get rid of T2:3D. The attraction is showing its age, the Terminator franchise is old news, and the cost to operate the attraction is extremely high; getting rid of T2:3D is absolutely something Universal has been looking to do for quite some time now. Hear that? It's Opportunity not knocking, but rather, kicking in the damned door! There are conflicting reports regarding the deck that T2 is built on. Some say that structurally, it cannot support the weight of Wizarding World construction and installation. Others say that the deck was built to withstand as much as four times the weight of T2 with future expansion/addition of new attractions in mind. Regardless of which scenario about deck weight is correct, here are the facts: If Universal is going to make a statement and place a towering castle in their park, where would they do it? On that deck, overlooking the San Fernando Valley. It would be visible for miles; that's a whole lot of free, indefinite marketing. Let's say the deck isn't strong enough to support Potter. I believe Universal would rip that entire section out in that case, and rebuild it to withstand the load; the return on investment would be huge. So absolutely, I think they'd level that whole area of the upper lot faster than you can say "Evanesco". And I think we will see the construction begin at Universal Studios Hollywood much sooner than later. According to a Times article by writer Ben Fritz, Universal Parks & Resorts Chairman Tom Williams says it will take about the same amount of time for WWOHP to be built here as it was in Orlando, which was over four years, placing the opening around 2016. That seems way too long, considering with each passing year, the popularity of all things Harry Potter will diminish with no more movies or books to re-energize the franchise. By 2016, you're going to have a whole generation of guests that have only seen Potter films on their televisions at home and even fewer new guests that have ever read the books. I don't think Universal can or will wait that long, frankly; the clock is ticking. Also, this isn't the first time they've built the Wizarding World; many of the buildings and elements will be cloned. All of the science project work was done already in Orlando; Hollywood will mostly be replication. I imagine we will see movement on Potter almost immediately following the opening of Transformers (you know... that new ride they're building) next year. |
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The above scenario doesn't sit well with Halloween Horror Night fans, as it would effectively wipe out two major scare zones, and two locations currently used for mazes during the event. However, when you weigh a Halloween event against the might of the return on investment that WWOHP will bring to Hollywood, the writing is on the wall - Harry will send the spooks and ghouls packing. Which leads to the final observations I have regarding Orlando's massive expansion that we do know is coming (although the what and where still remain a "mystery") to the Universal property in Florida. |
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Looking at an overhead view of Islands of Adventure, it is clear that what's left of The Lost Continent will absolutely be swallowed whole by Hogsmeade; that's a no brainer. A done deal. See ya later, Sinbad! Using the remainder of The Lost Continent will double the size of Hogsmeade as it stands now, which is substantial. Perhaps not large enough for another large-scale attraction such as Forbidden Journey - but certainly room for many more shops, shows, eateries and Butterbeer carts. Which brings the rest of the attention to the Studios park, where they are set to remove Jaws and the surrounding Amity area at the beginning of 2012. That's a very large area, and rumors abound that it will be London - world of muggles, and perhaps an indoor coaster experience themed as Gringotts Wizarding Bank. And then, there's the biggest question mark of them all - the rumor that both Harry Potter areas will be linked by a Hogwarts Express train experience. Freaking insane? Definitely. Doable? Absolutely. Universal seems very serious about this, and let's face it - money talks. The only thing standing between the existing Amity area and Islands of Adventure are back of house structures, such as warehouses. Those things are easily moved or altered if Universal truly wants to link the two parks. The idea is outrageous and has fans and industry people alike buzzing with theories and excitement. My feeling is, if they believe they can continue to bring in hundreds of millions of dollars in Orlando by expanding Potter, anything is possible. The Wizarding World phenomenon is really quite remarkable; easily, the hottest topic in theme park geekdom for the foreseeable future, and will remain so for years; the legs this thing has are incredible and unprecedented. Everyone's wild about Harry - and it shows. If anything, the speculation alone regarding Potter development on both coasts is one hell of a ride already. I look forward to what the future will bring to Universal's parks. |
 Click the image for a larger version of the map. Highlighted area in white represents the remaining portion of Lost Continent Rick feels will be transformed into Wizarding World territory. The green on the map is the existing Harry Potter area, including the Forbidden Journey show building in the lower left. |
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Revelio! |
