Let’s talk about the “villains.”
Universal Pictures' adaptation of the hit Broadway musical is also playing in theaters. Wicked had the third-highest box office performance of the year and maintained strong traction at the box office throughout the holiday season with strong word-of-mouth and critical acclaim.
Considering this kind of financial and critical success, I'd be shocked if Wicked wasn't the first IP announced in the inevitable expansion of Universal's epic universe after it opens in Orlando in May. Universal Studios is testing the waters with pop-up installations at Universal Studios Florida and Universal Studios Hollywood, but I expect to see a fully realized, immersive Oz in the Epic Universe sometime before the end of the decade theme park.
But specifically, what would that be?
Wicked is filled with stunning locations that are perfect for creating immersive environments in a theme park, with Hinds University and the Emerald City in Part One, and Baseball in the upcoming Part Two. Yarmoko Castle. But the core appeal of the series is its lead characters—Glinda and Elphaba—and their relationship, which has delivered some of the most haunting and emotionally charged songs in recent Broadway numbers. song.
This creates a challenge for designers of “evil” themed attractions. How do you put guests in those environments so they can spend time with these characters and hear those iconic songs?
The simplest solution is a “book report” attraction that simply retells the story of “The Wicked Witch.” But with its signature immersive land-based attractions, Universal Studios has embraced modern design conventions that place guests at the center of the story. In The Wizarding World of Harry Potter and Super Nintendo World, you are at the heart of these experiences. I expect Universal to cast its guests in similar starring roles in Oz as well.
So what is the narrative that requires guests to be present and take action in Universal Studios' Oz theme park? It was a creative challenge that, once solved, would determine where the attraction would be set and which supporting characters from the film would appear.
And, which ride system is best suited to facilitate the telling of this story.
I suspect any “evil” themed land in Universal's Epic Universe will contain multiple attractions, at least one of which will not have a ride height restriction. Themed food and merchandise also need to have a place in the land. (What on earth are Universal Studios doing if they don’t have an Ozdust Ballroom bar serving Green Elixir cocktails?)
Finally, we cannot forget legal restrictions. Universal Pictures produced the Wicked musical and film and owns the rights to the novel by Gregory Maguire. The Wizard of Oz by L. Frank Baum is in the public domain. But as far as I know, Universal Pictures does not own the theme park rights to the 1939 MGM film “The Wizard of Oz.” This means there won't be Ruby Slippers in Universal's Oz land, and it means MGM won't be making any other specific changes or additions to Baum's oeuvre. We'll see in Wicked Part 2 how Universal handles the arrival of Dorothy Gale in its films.
With that said, it’s time to hear from all you aspiring theme park attraction designers and Wicked fans out there. What should Universal Creative offer in the new Oz-themed land?
For more theme park news, sign up Theme Park Insider's weekly newsletter.
For help planning a complete Universal Orlando vacation, including discounts on Epic Universe bundled tickets and on-site hotel stays, please Contact our partners for a free, no-obligation holiday quote.
Remember, every time you buy a ticket or book a vacation through one of our partners, a small percentage goes to support Theme Park Insider. So you can get great deals while supporting independent media.
Reply(23)
