Harry Potter has conquered
the world with books and then with movies. Now he's doing the same with theme
parks. Universal Studios Japan on Thursday will unveil plans to build the first international version of the
Wizarding World of Harry Potter, the blockbuster
attraction that has drawn millions of fans to Universal's Orlando resort and
is coming to Los Angeles.
The Osaka destination -- expected to begin construction in the next
few weeks with a planned opening in late 2014 and an expected cost of about
$500 million -- brings Hogwarts Castle and rides including Harry Potter and
the Forbidden Journey to the boy wizard's biggest market outside of the
United States.
The eight Potter movies grossed nearly $900 million in Japan -- more
even than in his home country of Britain. Products including magic wand
chopsticks have made the Harry Potter brand Japan's most successful
movie-based consumer products line of the last decade.
But the book and film series are both complete, and fans who have
grown into their 20s and 30s are buying fewer toys. Harry Potter is in need
of a business transformation. The
answer from Warner Bros. -- which owns the licensing rights to author J.K.
Rowling's books -- is theme parks. Potter has driven a stunning 68% increase in attendance at Universal Orlando and spurred visitors to spend millions on
butterbeer during their visits and paraphernalia
on their way out.
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VOCABULARY
1.
Conquered
- to become very successful
2.
Unveil - to
show or tell people about a new product or plan for the first time
3.
Blockbuster
- a book or film that is very good or successful
4.
Transformation
- a
complete change in someone or something
5.
Stunning -
very surprising or shocking
6.
Spurred -
to make an improvement or change happen faster
7.
Paraphernalia
- the
things and events that are connected with a particular activity, especially
those which you think are unnecessary
QUESTIONS FOR DISCUSSION
1.
Have you watched or read Harry Potter?
2.
Which do you prefer reading or watching it on
screen? Why?
3.
How do you feel that Harry Potter will be
included at USJ?
4.
Name other attractions that you like on this
theme park.
5.
What paraphernalia would you like to have? Any suggestions?
