Article: Can 'Avatar' Save Disney's Animal Kingdom?

[Rumors Rocks]

http://www.dailyfinance.com/2013/10/17/can-avatar-save-disney-animal-kingdom/

The afternoon exodus of turnstiles clicking the wrong way may soon be coming to an end at Disney's (DIS) Animal Kingdom.

Disney announced over the weekend that an entire land themed to James Cameron's "Avatar" -- complete with at least two E-ticket attractions -- should open at the animal-themed park by early 2017. The addition of the fictional Na'vi tribe's lush Pandora moon landscape should help shake the park's negative tag of being a half-day park.

It's been more than two years since Disney and Cameron announced that "Avatar" -- a 21st Century Fox (FOXA) property -- would be coming to Florida. At the time, the parties earmarked a $400 million investment and squared away several acres at Animal Kingdom for the project.

However, things had been relatively quiet since then. After spending billions to acquire Marvel and Lucasfilm, it was only natural to wonder if Disney was having second thoughts about its blue-hued plan to use the section of the park that had originally been slated for the mythical Beastly Kingdom, before Disney settled for installing the far more modest Camp Minnie-Mickey.

We're Back on Pandora

Marvel and Lucasfilm properties would've been an odd fit, even for a park that stretches the scope of being an animal park to include talking bugs in a 3-D show, a track-wrecking yeti, and a time-traveling dinosaur-hunting thrill ride.

Marvel itself comes with unique challenges. Marvel's most prolific characters are tied to a licensing deal with Comcast's (CMCSA) Islands of Adventure in the Universal Orlando Resort that prohibits their appearance at any of Disney's Florida parks.

Since things had become so quiet on the "Avatar" front lately, it was easy to speculate that Disney was working on a deal to buy those rights from Comcast. That never happened.

However, now that Disney has come clean with some more details and offered up impressive concept art, it seems as if the family entertainment giant has made the right call by dreaming up an experience where park guests will be able to take a leisurely boat ride through the bioluminescent forests of Pandora, or take the thrills up a notch by flying alongside the movie's mountain banshees.

Scaling Everest

A bit of back story: Animal Kingdom had a rocky reception after it opened in 1998. Outside of the magnetic Kilimanjaro Safari motorized trek through real animal habitats, many visitors were left heading for the exits after a few hours at the park. (I didn't win too many fans with a scathing rebuke at the time, but the park was a disappointment in its first few years.)

The park went on to close as early as 5 p.m. some days, and attendance fell in each of its first four years. That turned around when Disney expanded the park to include popular stage shows and the Expedition Everest roller coaster. The park that had attracted 8.6 million guests in its first full year -- falling to 7.3 million by 2003 -- drew nearly 10 million guests last year, according to Themed Entertainment Association.

Naturally Animal Kingdom can do even better, and the Avatar expansion will also include the introduction of a new nighttime show -- away from the live animal staging areas -- that will help keep guests at the park longer.

It's going to be a long wait until early 2017 -- or the more likely late 2016 soft opening -- but at least Animal Kingdom can capitalize on the favorable momentum that's been building over the years before it shakes the distinction of being a park that can be knocked off in a few hours. Despite the uptick in attendance, the park is still closing at just 6 p.m. this week (7 p.m. on Saturdays). There's a lot of dinner business that the park is missing out by being so incomplete. That will change.

It's better to be Na'vi than naive. Disney knows it needs "Avatar" at this point, and by the looks of things, when it arrives, it's going to be spectacular.

 

[Silock]

How does DAK need "saving?" If any WDW park needs saving, it's DHS.

 

[jon18uk]

How does DAK need "saving?" If any WDW park needs saving, it's DHS.

I agree, I don't think Avatar will "save" DAK as it is a good park already, what Avatar and the new water show should do is encourage people to stay into the evening. Previously we have always left DAK at 5pm to head to Epcot.

 

[JMD]

How does DAK need "saving?" If any WDW park needs saving, it's DHS.

Not to hijack this thread, but I agree.

The Toy Story Mania situation is just ridiculous. And the fact that they rehabbed Test Track, when IMO didn't need it, is mind boggling.

 

[wiigirl]

Good article...but...

 

[ckelly10]

Not to hijack this thread, but I agree.

The Toy Story Mania situation is just ridiculous. And the fact that they rehabbed Test Track, when IMO didn't need it, is mind boggling.

Is the new test track open yet? When I went last it was closed

And as for Animal Kingdom being a half day park I have to disagree - to be honest its one of my favorites...but that's probably because I love animals.

 

[rteetz]

Is the new test track open yet? When I went last it was closed And as for Animal Kingdom being a half day park I have to disagree - to be honest its one of my favorites...but that's probably because I love animals.

Yes it's open it has been for quite a while now. I also agree with you that many people don't see what AK has to offer that really should be a full day park. Everyone bases it off of a couple attractions but just walking around that place is amazing.

 

[sugerfreesteve]

Not sure avatar land will have that much appeal as i dont know anyone who actually liked the film. Also doesn't AK close early because of the animals.

 

[lockedoutlogic]

How does DAK need "saving?" If any WDW park needs saving, it's DHS.

They both need "tweaking"...I don't think save is the right word.

But fall short on their potential and are not inline with what Disney perceives its perception to be in the theme park business

 

[OnSpaceshipEarth]

They both need "tweaking"...I don't think save is the right word.

But fall short on their potential and are not inline with what Disney perceives its perception to be in the theme park business

...and that is?

 

[rteetz]

Not sure avatar land will have that much appeal as i dont know anyone who actually liked the film. Also doesn't AK close early because of the animals.

AK will be staying open later now with the avatar land expansion. The new land will also bring a night time show.

 

[skater]

Not sure avatar land will have that much appeal as i dont know anyone who actually liked the film. Also doesn't AK close early because of the animals.

I really don't think it matters that not everyone liked the film. If Disney puts enough time and effort into it, the attractions will have enough appeal on their own.

 

[PEC]

I believe both DHS and AK do need a little extra but I am not in the half day park crowd for either. If you like just the rides sure, but if you enjoy the shows at both parks and the 2 animal trails at AK both can be a full day. I welcome an addition to AK as I will for DHS, but both can keep you busy with the current park hours for a full day.

 

[OnSpaceshipEarth]

I really don't think it matters that not everyone liked the film. If Disney puts enough time and effort into it, the attractions will have enough appeal on their own.

Indeed. Splash Mountain is based on the totally forgotten "Song Of The South" and has remained one of (if not THE) most popular rides in all of WDW.

In regard to Avatar's seeming "lack of popularity"...well...*someone* must have liked it. It's the highest-grossing film in box-office history.

 

[msd1776]

Agree about the mention that splash mountain is built around a movie that I would guess 95% of us, or more have never seen and yet it is a favorite ride. I hope the same is true with what they have planned for avatar....I haven't seen more than 5 minutes of the movie and I have no interest in seeing the entire movie. I also hope that the attractions are something that can be enjoyed by all. Count me in the camp that doesn't enjoy star tours or Mission mars, which is great for those of you that do because there is one less person in line ahead of you!

 

[tjkraz]

The focus of the "save" comment appears to be dollars-and-cents rather than attractions and shows.

DAK and DHS draw about the same annual attendance. However, the operating day at DAK is currently about 25-35% shorter than DHS (9-5 at DAK vs. 9-7 or 9-9 at DHS.)

Getting crowds through the gates is one thing. KEEPING them in the park to sell more meals, more t-shirts, more light-up spinning toys after nightfall will increase profits.

These days it's fashionable to criticize DHS. And I certainly do hope Disney invests money in DHS (cough..star wars land..cough.) But it's also important to note that last year, DHS and DAK both out-drew Islands of Adventure by 25% and Universal Florida by 50%.

Attendance has stagnated at those two parks, although price increases (tickets, food, souvenirs) have probably increased profit margins. Still, at DAK, if Disney can extend the operating day and keep guests around longer, they will experience higher ancillary sales.

And they'll keep guests from hopping over to Epcot, MK or DHS following the early closure.

 

[ChipnDale79]

The focus of the "save" comment appears to be dollars-and-cents rather than attractions and shows.

DAK and DHS draw about the same annual attendance. However, the operating day at DAK is currently about 25-35% shorter than DHS (9-5 at DAK vs. 9-7 or 9-9 at DHS.)

Getting crowds through the gates is one thing. KEEPING them in the park to sell more meals, more t-shirts, more light-up spinning toys after nightfall will increase profits.

These days it's fashionable to criticize DHS. And I certainly do hope Disney invests money in DHS (cough..star wars land..cough.) But it's also important to note that last year, DHS and DAK both out-drew Islands of Adventure by 25% and Universal Florida by 50%.

Attendance has stagnated at those two parks, although price increases (tickets, food, souvenirs) have probably increased profit margins. Still, at DAK, if Disney can extend the operating day and keep guests around longer, they will experience higher ancillary sales.

And they'll keep guests from hopping over to Epcot, MK or DHS following the early closure.

Let's ask this question, what would the attendance be at DHS and AK if WDW did not include MK and Epcot? The over all numbers show that more people visited AK and DHS than both universal parks, by a wide margin.

Although, if I remember correctly, AK and DHS attendance actually fell the past year, while IOA actually grew, significantly.

Without MK and Epcot, AK and DHS would be on par with IOA and Universal, if not less attendance.

 

[tjkraz]

Let's ask this question, what would the attendance be at DHS and AK if WDW did not include MK and Epcot?

Pointless exercise. DAK and DHS do not exist in a vacuum. Proximity to MK and Epcot is just one of several factors weighing in Disney's favor.

USF and IOA probably do have more to offer as stand-alone parks. But none of them are stand-alone parks.

 

[TheRustyScupper]

1) Rohde sure messed up when he planned AK.
2) Now, they are trying to save it.
3) He thought Everest would do it.
4) NOPE.
5) Now, they are banking on Avatarland.
6) It might be a great attraction, but not enough for an ill-conceived park.

NOTE: The additions to DHS should help that park, as the attractions are
based upon VERY popular and well known movies-ideas-premises.

 

[Silock]

1) Rohde sure messed up when he planned AK.
2) Now, they are trying to save it.
3) He thought Everest would do it.
4) NOPE.
5) Now, they are banking on Avatarland.
6) It might be a great attraction, but not enough for an ill-conceived park.

NOTE: The additions to DHS should help that park, as the attractions are
based upon VERY popular and well known movies-ideas-premises.

None of the numbered statements are true. The note is.