Orlando, Thursday, 18 September 2025.
Universal’s late-September campaign paired a Peacock documentary trailer with the opening of Epic Universe in Orlando, centring high-profile IP — including the new Harry Potter and the Battle at the Ministry — to drive destination-scale attendance. For operators and retail executives, the most striking development was operational: Epic Universe immediately added themed-zone capacity while also becoming the site of a fatal incident on a new coaster, forcing an investigation and temporary ride closures. This convergence underscores three priorities: cinematic cross-promotion to seed demand, acceleration of IP-led capital projects to capture post-pandemic leisure spending, and using owned media to extend the guest funnel pre-visit. Tactically, expect shifts in workforce planning, seasonal yield management and guest-acquisition cost calculations, plus intensified scrutiny on safety, licensing strategy and vertical-integration returns. The coordinated content-to-park playbook offers a case study in monetising IP — and a reminder that operational resilience and reputational risk mitigation are core to retail strategy.