So why is the Orlando event so low on the resort’s priority list? The event makes a significant amount of money, and as we covered earlier, it at one point kept the resort afloat. And why the continued move away from original, non-licensed attractions? After all, original content has proven to be the event’s coup de grace, helping to build its reputation as the “nation’s premiere Halloween event.”
The answer can be found in Universal’s classic film, Field of Dreams: “If you build it… they will come.”
That’s the current gamble Halloween Horror Nights’ new decision makers (presumably Comcast, who purchased a majority stake in the parks last year) are taking. They are betting that despite a significant reduction in houses and an assortment of seemingly random C-to-B-List licenses in lieu of more original offerings, guests will still come in droves due to the event’s reputation. They won’t mind the lack of an elaborate website littered with story-based details and amusing diversions.
Universal Orlando’s new management has given us a profit-driven new perspective: They can spend less and gain more, riding on the event’s award-winning history. In the grand scheme of things, Halloween Horror Nights is now an after-thought: Potter, Soundstage 44, Despicable Me, all take priority over an event that is almost guaranteed to produce profit. Sharing properties with Hollywood is cheaper. Never mind the reduction in houses, the average guest won’t notice.
The closest comparison to this approach can be seen in the infamous “One Disney” initiative that aims to bridge and standardize Walt Disney World and Disneyland California under one set of operations, a tactic that has been bemoaned by fans of the Mouse over the past few years.
In a way, Halloween Horror Nights Orlando is much like the current situation at Walt Disney World. It’s the number one venue of its kind. People travel from around the world to experience it. It’s a brand that people trust. And now, it appears to be a venue that will ride on its established history and attempt to homogenize its resorts instead of actually innovating. Universal may have turned onto a road that has been the ire of Disney fans for the past few years.
Buckle your seatbelts, fellow Halloween Horror Nights fans. It could be a bumpy ride.