Parques Reunidos, one of the world’s leading leisure park operators, and Lionsgate, a global entertainment company, have reached a strategic agreement to develop Lionsgate-branded leisure centres in high-traffic shopping areas around the world.
These leisure centres will bring to life some of Lionsgate’s top film and television properties, such as The Hunger Games, the Saw franchise, Now You See Me, Orange is the New Black and Nashville.
By expanding its footprint in the young adult market, where Lionsgate’s properties have been highly successful, Parques Reunidos hopes to diversify and expand upon its strong family audience.
The company is currently negotiating the development of a total of 20 centres over the coming years, in addition to the five agreements already signed with the Thader Shopping Mall (Murcia, Spain), Dolce Vita Tejo (Lisbon, Portfugal), Intu Lakeside (London, UK) and two at the Madrid Xanadú entertainment complex.
Fernando Eiroa, CEO of Parques Reunidos, said: “This agreement enables us to continue growing by using one of the strongest tools for international expansion, leisure centres in shopping malls and high traffic shopping areas, and we are doing this hand in hand with Lionsgate, one of the most successful film and television production companies in the world.”
Jenefer Brown, senior vice president of location-based entertainment at Lionsgate, added: “We’re excited to be partnering with Parques Reunidos. They have proven success in the leisure market, and we feel they are the perfect partners to help us bring fans closer to the properties they love through these compelling, innovative experiences.”