Universal is betting big on the immersive horror trend / Universal
The past decade has seen a huge explosion in the popularity of scare attractions. Once confined to the Halloween season, demand for immersive, fear-based experiences has led to increased investment by the attractions industry and ever-more creative and imaginative offerings.
At the long-awaited Epic Universe theme park in Orlando – which we explore on page 40 – Universal Destinations and Experiences has dedicated a whole land to horror. Its monster-themed land, Dark Universe, uses advanced animatronics, dynamic projection mapping, ride system integration, live actors and strong theming to create a palpable feeling of dread... and visitors are lapping it up.
Horror has been fundamental to the success of Universal Studios, of course, with its monster movies arguably saving the company from collapse during the Great Depression. Back then, people were desperate for an escape from their tough lives and fear of the future, and they enthusiastically embraced the safe scares of Universal’s horror movies.
Research shows that experiencing fear in a controlled environment allows people to build coping mechanisms for real-world anxieties. Immersive horror experiences, haunted houses and horror films can help people build psychological endurance against actual fears and anxieties.
Perhaps high levels of anxiety about the state of the world is driving today’s appetite for horror films and experiences. In any case, Universal is betting big on this trend – hot on the heels of the opening of Epic Universe came the launch of Universal Horror Unleashed in Area 15’s new zone in Las Vegas. This year-round attraction builds on Universal’s hugely popular Halloween Horror Nights, and the company has already announced that a second Horror Unleashed venue will be opening in Chicago in 2027.
Immersive multi-media studio Moment Factory has almost 25 years experience in themed attractions, but hasn’t created a scare attraction... until now. On page 70, Virginie Valastro explains why the horror market is so attractive to the company.
Whether the industry can translate the recent huge success of seasonal Halloween experiences into sustainable year-round businesses remains to be seen. It is certainly going to be interesting to watch.
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2025 issue 2
Editor's letter: Betting on horror
Year-round horror experiences are a fast-growing trend, but will the companies betting big see their investments pay off?
People: Thelma Golden
As the Studio Museum in Harlem prepares to reopen, its CEO explains why the institution is more important than ever
People: Linda Conlon
A driving force behind the creation of the International Centre for Life, CEO Linda Conlon has seen massive change over the past 25 years. So what’s next for the science centre?
People: Fiona Eastwood
With a passion for the industry, the new CEO of Merlin Entertainments says she is ready to lead the company to a new era of expansion and growth
Design & fabrication: Making a scene
As Adirondack Studios celebrates its 50th birthday, we speak to co-founders Michael Blau and Tom Lloyd, and production art director Lara Brunelle
Theme parks: Out of this world
The first major US theme park to open in almost 25 years, Universal Epic Universe is big news for the industry. We hear from the creative team that made it happen
Immersive experiences: One love
The creators of new Vegas immersive experience Hope Road have partnered with Bob Marley’s children to tell the story of his life and music
Zoos: Into the wild
Billed as Asia’s first adventure-based zoo park, Rainforest Wild Asia lets visitors experience animals in a whole new way. We find out more
Theme parks: Sleeping beauty
Fairytale magic meets traditional grand hotel at Efteling’s newest accommodation offering. Its designer shares the vision
Immersive attractions: Lost in music
As immersive music and hospitality company the Lost Estate announces its latest production, co-founder Eddy Hackett shares its global expansion plans
Immersive: Virginie Valastro
A dramatic ancient canyon made for an amazing starting place for the creation of a spectacular new scare attraction, says its creator
Museums: Roman Vinoly
The recently-opened National Medal of Honor Museum in Arlington, Texas, was one of architect’s Rafael Vinoly’s final projects. His son tells us what the project meant to his father, and how he intends to continue his legacy
Universal is betting big on the immersive horror trend / Universal
The past decade has seen a huge explosion in the popularity of scare attractions. Once confined to the Halloween season, demand for immersive, fear-based experiences has led to increased investment by the attractions industry and ever-more creative and imaginative offerings.
At the long-awaited Epic Universe theme park in Orlando – which we explore on page 40 – Universal Destinations and Experiences has dedicated a whole land to horror. Its monster-themed land, Dark Universe, uses advanced animatronics, dynamic projection mapping, ride system integration, live actors and strong theming to create a palpable feeling of dread... and visitors are lapping it up.
Horror has been fundamental to the success of Universal Studios, of course, with its monster movies arguably saving the company from collapse during the Great Depression. Back then, people were desperate for an escape from their tough lives and fear of the future, and they enthusiastically embraced the safe scares of Universal’s horror movies.
Research shows that experiencing fear in a controlled environment allows people to build coping mechanisms for real-world anxieties. Immersive horror experiences, haunted houses and horror films can help people build psychological endurance against actual fears and anxieties.
Perhaps high levels of anxiety about the state of the world is driving today’s appetite for horror films and experiences. In any case, Universal is betting big on this trend – hot on the heels of the opening of Epic Universe came the launch of Universal Horror Unleashed in Area 15’s new zone in Las Vegas. This year-round attraction builds on Universal’s hugely popular Halloween Horror Nights, and the company has already announced that a second Horror Unleashed venue will be opening in Chicago in 2027.
Immersive multi-media studio Moment Factory has almost 25 years experience in themed attractions, but hasn’t created a scare attraction... until now. On page 70, Virginie Valastro explains why the horror market is so attractive to the company.
Whether the industry can translate the recent huge success of seasonal Halloween experiences into sustainable year-round businesses remains to be seen. It is certainly going to be interesting to watch.
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2025 issue 2
Editor's letter: Betting on horror
Year-round horror experiences are a fast-growing trend, but will the companies betting big see their investments pay off?
People: Thelma Golden
As the Studio Museum in Harlem prepares to reopen, its CEO explains why the institution is more important than ever
People: Linda Conlon
A driving force behind the creation of the International Centre for Life, CEO Linda Conlon has seen massive change over the past 25 years. So what’s next for the science centre?
People: Fiona Eastwood
With a passion for the industry, the new CEO of Merlin Entertainments says she is ready to lead the company to a new era of expansion and growth
Design & fabrication: Making a scene
As Adirondack Studios celebrates its 50th birthday, we speak to co-founders Michael Blau and Tom Lloyd, and production art director Lara Brunelle
Theme parks: Out of this world
The first major US theme park to open in almost 25 years, Universal Epic Universe is big news for the industry. We hear from the creative team that made it happen
Immersive experiences: One love
The creators of new Vegas immersive experience Hope Road have partnered with Bob Marley’s children to tell the story of his life and music
Zoos: Into the wild
Billed as Asia’s first adventure-based zoo park, Rainforest Wild Asia lets visitors experience animals in a whole new way. We find out more
Theme parks: Sleeping beauty
Fairytale magic meets traditional grand hotel at Efteling’s newest accommodation offering. Its designer shares the vision
Immersive attractions: Lost in music
As immersive music and hospitality company the Lost Estate announces its latest production, co-founder Eddy Hackett shares its global expansion plans
Immersive: Virginie Valastro
A dramatic ancient canyon made for an amazing starting place for the creation of a spectacular new scare attraction, says its creator
Museums: Roman Vinoly
The recently-opened National Medal of Honor Museum in Arlington, Texas, was one of architect’s Rafael Vinoly’s final projects. His son tells us what the project meant to his father, and how he intends to continue his legacy
Expo 2030 Riyadh is being planned as a permanent visitor destination, with organisers
confirming the six-million-square-metre site will become a Global Village after the event closes.
The owner of one of Australia's best-known waterparks has acquired a major competitor,
creating a new attractions business spanning two of the country's largest visitor destinations.
The Toverland theme park in the Netherlands has announced a €98m expansion programme
that will add a resort, new attractions and staff facilities as it pursues plans to become a multi-
day destination.
Hotel de France, located on the British Isle of Jersey, has created a wellness retreat package
that includes a hot yoga session that will take place in Jersey Zoo’s butterfly sanctuary.
A new immersive attraction designed to transport visitors into the final hours of ancient Pompeii
is preparing to open near the world-famous archaeological site in southern Italy.
Experience design company, BRC Imagination Arts, has completed a transition that sees founder
Bob Rogers pass ownership of the business to four long-serving senior executives, while
remaining actively involved with the company.
Movie Park Germany has opened a new Paramount Pictures-themed attraction as part of its 30th
anniversary celebrations, using immersive storytelling and adaptive reuse to reinforce the park’s
longstanding “Hollywood in Germany” positioning.
Therme Manchester’s 28-acre development, which will include interconnected glass pavilions
that measure 65,000sq m, will be the largest bathing and wellbeing attraction in the world once
complete, according to prof David Russell, CEO of Therme UK.
Efteling has opened Hooghmoed, a new family drop tower designed to broaden the appeal of its
recently launched Sirene Island themed area and introduce younger visitors to thrill attractions.
A proposed Puy du Fou development near Bicester and Universal Destinations and Experiences’
planned resort in Bedford are emerging as part of a wider transformation of the Oxford–
Cambridge Growth Corridor into a major centre for UK leisure and tourism inv
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