Universal Studios Japan recruits Kitty-chan
The Wall Street Journal reports on how Universal Studios Japan has been shifting its focus from Hollywood action to cute family-friendly stuff:
Less visible are the monsters and mazes that marked the park’s opening festivities in 2001. Instead, the park’s new “Happy Harmony Celebration” parade, launched in April, features characters from Sesame Street in bouncy dance numbers. The park’s latest roller coaster glides instead of lurching up and down. A new action musical stars two white tiger cubs in an original tale unrelated to Hollywood. Now only about half the 25 attractions have Hollywood themes.
The changes, which started three years ago but are only now starting to show results, are taking the park on a different course from the Hollywood-focused Universal Studios parks in Hollywood, Calif., and Orlando, Fla. Universal Studios, a division of General Electric Co.’s NBC Universal subsidiary, set up USJ as a joint project with the western city of Osaka. Universal gave up its equity stake last year when USJ went public as USJ Co., and now has a licensing contract, which earned NBC Universal 5.5 billion yen ($53 million) in royalties last year.
[...]
“To grow a large theme park, it’s very clear you need women,” says Mr. Gumpel, who became USJ Co. president and chief executive officer in 2004. “Women, especially Japanese women, want fantasy that’s not hard-edged.”
Mr. Gumpel negotiated with Hello Kitty’s creator, Sanrio Co., to use the feline in parades. He transformed a section of the park that used to stage Hollywood-style attractions to a “Wizard of Oz” attraction with child-friendly animal shows.
“I used to think USJ was for adults, but I’ve found it’s great for the family,” says Yoshiko Sakai, who has visited the park three times with her husband Kentaro and 10-year-old daughter, Hinami.
Under Mr. Gumpel, visitor numbers have recovered, to 8.6 million this past fiscal year. USJ said net income for the year ended in March rose 78% to 6.77 billion yen — its second year in the black since its creation.
[hat tip to Matt!]
