Halloween goes IP – blood-splattering fun in family- friendly environment –

Manuel Prossotowicz Director Marketing & Sales / Director Brand Development Movie Park Key facts

• 4th largest in Germany • Over 40 film- and IP-related attractions and shows • Total area: 45 hectares • Total attendance since 1996 opening: 30 million • 75% German visitors / 25% from Benelux • 120 permanent employees, approx. 1,200 seasonals • MPG is part of the 2nd biggest theme park group in Europe: • Movie Park Germany is a Halloween pioneer, being the first event of its kind in Germany in a theme park (1997) • Today, Movie Park Germany hosts one of the biggest Halloween events in Europe Key facts & numbers

• One of Europe’s biggest Halloween events • More than 280 scare actors • 200 additional employees in Food & Beverage, Showtech and Security • 20,000 litres of fog fluid and 4,500 litres of artificial blood will be used • Halloween Horror Festival will take place over 17 days (Fridays, Saturdays and Sundays in October/November) • Average number of visitors per evening: 17,000 • 7+1 additional horror mazes (one of them with a floor space of 1,200m² inside an original sound stage), one with up-charge and 7 FOC • Multiple national and international awards for the best Halloween event in Europe But what makes Halloween at Movie Park Germany so special…

How to bring attractions from screen to life The pros and cons of IP-related Halloween attractions

It’s not always necessary to come up with costly custom creations. In principal, homegrown horror houses and attractions without film copyright licensing are more budget-friendly and easier to implement because no costly approval processes are required. Nevertheless, a horror film licence specifically can increase marketing power exponentially, but at the same time visitors’ expectations are also raised! We highlight two particular examples from Movie Park Germany... Benefits of film-licensed attractions:

• A permanent fan base that advertisement can capitalise on • High brand recognition • There is a positive image transfer • Logos and promotional materials (pictures, ads, etc.) are already in place • Distributors act as promotional multipliers, e.g. for DVD releases or cinema promotions (example: Scouts vs. Zombies) • In the best case, there is already ample merchandising that can be marketed (in-park revenues / e.g. Walking Dead) • Long-term contracts are the rule, facilitating improved planning (e.g. TWDB) • Bartering in the media industry offers opportunities to expand your advertising reach (e.g. FOX Channel) • Synergies with distribution partners for promotions or POS initiatives Downsides of film-licensed attractions:

• Very long lead time for planning and implementation, no short-term promotions possible (example: WRONG TURN) • Protracted approval processes (running the spectrum from press release through to content) • High licensing fees per year • Possible percentage interests in merchandising sales • Visitors have very high expectations • Absolute equivalence of cinema & TV • All rights do not always remain with the licenser (music, actors, etc.) • High investment costs in attractions due to qualitative specifications • Little flexibility due to strict specifications (example: walkers from TWDB) • Sustainability, not always certain that IPs will develop further FLOP:

• Plot: 13 murders back to back • Too few 3D effects • Very high expectation level • High licensing fees • Poor ratings in the social media sphere • No merchandising available • Limited cinema capacity for Halloween attendance • High approval costs HIT: THE WALKING DEAD BREAKOUT

• High investment but recouped through up-charge (€ 5) • High premium maze • Very good cooperation with LEG / horror house construction and development experts • Love for detail is very high • Long-term contract (4 years) • Permanent maze is open daily (best practice) • 12 live actors • Small groups of max. 5-10 persons possible • Backstage tour for fans with extra fee (€ 25) • Cooperation with FOX Channel (TV spot on FOX) • Maze located beneath a theatre tribune The construction challenges...

• Contact person was often present at original film shooting • Make-up tips from industry legend Greg Nicotero • Costly approval of blood splattering / reconstruction with pathologist • Not all crossbars are alike • Promotional video with some of the series’ stars • Props from the US at customs / teddy and slippers in the pre-show area • Bandit camouflage because of fat walker / visitor complaint • TV spot had to be shot even before any of the park scenes were able to be filmed at all Two absolutely distinct products & target groups within a single park!

Primary target group Teens & Young Adults (aged 12-24) → 63% Adults (aged 24-49) → 31% Laughing children & shrieks of terror!

Secondary target group Families with kids (aged 3-13) → 6% How to combine splatter & a family park?

• Event and campaign take place at different times (e.g. kids’ Halloween from 12 noon to 5 p.m.) • Distinctly addressable target groups, also using clear graphic demarcation • Existing family attractions and characters are themed around Halloween (Paw Patrol) • Promotional split for a single theme according to target group (e.g. TWDB on FOX and Paw Patrol on Nickleodeon and Super RTL) • Budget-friendly portfolio expansion through family-friendly costumes and initiatives (e.g. Mrs. Pumpkin, Hedwig the Witch and trick-or-treat cards) • Clear spatial and operational separation of theme areas within the park (monster-free zone) • Strict age restrictions and recommendations (announcements made from 6 p.m. onwards, must be at least 12 years old) Target group split also transferred to all media on a marketing strategy level, e.g. with logo adaptations Marketing challenges

• Short-term and temporary target group switch • Campaign motifs are not authorised by TV or OOH media • Age restrictions for trailers or social media integration platforms • Ensuring balance between target groups (teens & families) and further exploiting family segment potential (visitor turnout growth) • Image split is a must (splatter & family-friendly in a single product) • Campaign split (family-friendly in school & kindergarten setting, and splatter at university level) • Exploiting addressable TV options (using horror genre settings for TV spots) • Working in the domain of social media with multiple accounts (movie park + Halloween horror festival) • Also creating segregated Halloween websites for splitting target groups Example: HHF advertising flyer Example: HHF advertising flyer Halloween Horror Festival keys to success

• Long-standing market position for over 20 years • Halloween portfolio for two distinct target groups • Halloween is already included in the regular admission price • Sold-out advance-sale days foster desirability • Film licences with high brand recognition and target groups • Intentionally crossing boundaries (e.g. Hostel) • Age ratings as marketing strategy tool • Street atmosphere (55% of clientele don’t visit any mazes!) • Taking advantage of new features to stand out from the competition • Clear thematic structuring with central motif • Story line Scandal-driven success... Thank you scary much!

Manuel Prossotowicz, Movie Park Germany