Halloween has hit US theme parks earlier than ever before as operators like Disney, Six Flags and Universal take advantage of spooky season’s growing popularity to boost sales.
Jakob Wahl, IAAPA’s chief executive, told Reuters: “We actually see a growth every year in terms of Halloween events, not only North America, but across the world.”
At Walt Disney World in Florida, ‘Mickey’s Not-So-Scary Halloween Party’ started earlier than ever this year on 9 August. The ‘Oogie Boogie Bash’ at Disneyland in California sold out in 11 days, with Disney moving the opening date from 5 September to 25 August.
“We’ve seen from our guests in years past that there’s a demand for them to come and enjoy that season with us,” Tracy Halas, creative director of Disney Live Entertainment, told the publication.
Parks are also investing in horror IP for Halloween events. Edithann Ramey, Six Flags’ chief marketing officer, said the company enjoyed attendance gains and increases in guest spending in 2023 when it introduced attractions based on Saw and The Conjuring.
These experiences were so popular that Six Flags has expanded its brand content for this year’s ‘Fright Fest Extreme’ event. It includes new haunts inspired by blockbuster horror franchises from Lionsgate and Twisted Pictures, Netflix, Legendary Entertainment, and Warner Bros. Discovery.
These include attractions themed to the Saw franchise, Stranger Things, Army of the Dead, The Conjuring, Annabelle and The Nun, and Trick ‘r Treat.
“It’s become this time of the year that’s grown in explosive ways,” Ramey said. “It’s become a billion-dollar industry in the last five years.”
Investing in horror IP
At Universal Orlando, Halloween Horror Nights started in August – earlier than ever before. The event begins on 5 September at Universal Studios Hollywood.
John Murdy, creative director of Halloween Horror Nights at Universal Studios Hollywood, spoke to blooloop about a burgeoning trend for horror experiences.
“It’s high thrills. We’ll just stand at the exit of one of our haunted houses and just watch what happens. It’s a great way to experience how your guests are enjoying the experience,” he said. “You’ll see people come out and they’re screaming and then they immediately start laughing. To me, that’s the classic release of adrenaline.”
Images courtesy of Universal and Disney
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