Lionsgate and leisure center specialist Parques Reunidos are developing facilities based on Lionsgate brands including “The Hunger Games,” “Saw,” “Now You See Me,” “Orange is the New Black” and “Nashville.”
The companies, which announced the strategic agreement Tuesday, said they plan to open the centers in high-traffic shopping areas. Madrid-based Parques Reunidos is currently negotiating the development of a total of 20 such centers over the coming years, in addition to the five agreements already signed with the Thader Shopping Mall (Murcia), Dolce Vita Tejo (Lisbon), intu Lakeside (London) and two at Madrid Xanadú.
Parques Reunidos oversees 62 amusement parks, animal parks, aquatic parks, family entertainment centers and other attractions in 14 countries in the Americas, Europe and Asia, with approximately 20 million visitors per year.
Fernando Eiroa, CEO of Parques Reunidos, said, “This agreement enables us to continue growing by using one of the strongest tools for international expansion, leisure centers in shopping malls and high-traffic shopping areas, and we are doing this hand in hand with Lionsgate, one of the most successful film and television production companies in the world.”
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Lionsgate’s Jenefer Brown, senior VP of location based entertainment, said, “We’re excited to be partnering with Parques Reunidos. They have proven success in the leisure market, and we feel they are the perfect partners to help us bring fans closer to the properties they love through these compelling, innovative experiences.”
Lionsgate has been moving into the theme park business in recent years, most notably in a partnership with Dubai Parks and Resorts. Under that agreement, a Lionsgate Zone at the Motiongate park will open in the spring.
Lionsgate is also developing a branded entertainment center near Macau opening in 2018 and the Lionsgate-branded zone in the Atlanta-based Smart Park by 2020.
