18 December 2012
Hammer launches visitor attraction
Dracula, Frankenstein and the Mummy in all their Hammer House of Horror glory are set to be the stars of a themed attraction venue in central London.
Paragon Entertainment, which had until now developed more comfortable attractions such as Hasbro’s Nerf toys, hopes for more spooks and thrills with its latest licensing venture.
It has signed up with Exclusive Media for the rights to the Hammer brand for 10 years, with plans to build and run a number of sites around the country. The deal gives it access to classic films from the 1950s on such as the Curse of Frankenstein, Brides of Dracula and The Curse of the Mummy’s Tomb.
Hammer’s most recent release in its reincarnated form under Exclusive was the box-office hit The Woman In Black, starring Daniel Radcliffe.
Paragon said it was in the process of identifying potential sites, including in central London for the first “Hammer House of Horrors” outlet. Paragon chief executive Mark Pyrah said: “Collaborating with Hammer to manifest this unique and innovative intellectual property in visitor attractions takes Paragon to a new level. This combination of heritage and contemporary IP is unique.”
From The Evening Standard by Nick Goodway.