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The beauty of this first Far Far Away Adventure is twofold: its proximity to other Merlin offerings, and Shrek’s enduring and age-spanning appeal. That’s the majority of it, and then there’s a second part where you’ll meet some of Shrek’s friends and some other DreamWorks characters.” “It’s participative like the Dungeons, and massively immersive, so you’ll feel like you’re in the middle of the story.
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The family-focused attractions will be actor-led, interactive Shrek adventures, “where you’ll actually take part in the story,” says Fisher. The other Far Far Away Adventure locations have not been decided, but will be in different countries around the world on sites of between 20,000sq ft and 30,000sq ft (2,000sqm and 3,000sqm). The first of these will be in 2015 in London, a new addition to the FTSE 250 company’s Thames-side cluster at County Hall, where the London Eye, Sea Life London and London Dungeon are located. The initial agreement reached with DreamWorks is for Merlin’s midways operating group to open six attractions named Shrek’s Far Far Away Adventure over the next 10 years.
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When Merlin pitched the idea of the Shrek attractions, DreamWorks “was in the right frame of mind to look at it,” says Fisher. “DreamWorks was one of them, and we got on really well.” That led to the Madagascar shows, where the teams on both sides worked closely together. (Present IP partnerships include licenses for Madagascar and Ice Age with Fox, CBeebies with the BBC (and others), Saw with Lionsgate, Sonic the Hedgehog with Sega, Angry Birds with Rovio Entertainment and Charlie and the Chocolate Factory with the Roald Dahl estate.) “Then we literally got on a plane and went to sit down with all the Hollywood studios,” Fisher says.
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He got rid of the existing system, where IPs were managed haphazardly by different staff across the globe, and appointed an IP director, Jonathan Lewis, to anchor the license portfolio - a critical component in Merlin’s business model. When Fisher, who joined Merlin Entertainments in 1995, took the role of chief development officer for MMM in 2011, it was all about reaching out and building relationships. Every brand, franchise and partner is unique, each with its own challenges and, indeed, each with its own rewards.
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Things have developed organically - though purposefully - thanks to Fisher’s strategic consolidation of all their IP business, bringing it under one umbrella at the centre of MMM. Merlin’s creative team, Merlin Magic Making (MMM), headed up by Mark Fisher, has been driving the DreamWorks partnership since they worked together on the live Madagascar show staged at Chessington World of Adventures in the UK in 2012 and Heide Park, Germany, the following year. Like any successful relationship, it needs to be nurtured and based on the foundations of communication, commitment, mutual respect, the ability to get along and - who knows - even have a good time together. There’s more to it, though, than throwing money at an IP holder and running off with the spoils. When in February this year Merlin Entertainments announced a deal with DreamWorks to create six Shrek-themed midway attractions, it was a sign of a blossoming romance. Shrek is an evergreen IP in more ways than oneįalling for the perfect IP can be the start of a beautiful - and lucrative - relationship. We find out about what it’s like to work with DreamWorks on a popular franchise like this. Huge, green and grumpy - Shrek is an evergreen IP in more ways than one, and Merlin’s new attractions are sure to be a global crowd pleaser. Jobs News Features Video Products Company profiles Profiles Magazine Handbook Advertise