DreamWorks Animation announced that they would be developing with Merlin Entertainment a Shrek attraction in London called "Far Far Away Adventure". The attraction will be located at County Hall alongside Merlin's other leading attractions in the South Bank cluster: the EDF Energy London Eye, the London SEA LIFE Aquarium and The London Dungeon.
The 20,000 square ft. experience will be based on a brand new adventure being written by the DreamWorks team and it will feature a Shrek interactive walkthrough adventure, a character courtyard where visitors will be able to meet Shrek and his swamp friends, along with characters from Madagascar, Kung Fu Panda and How to Train Your Dragon. In addition, there will be a rotating exhibit area supporting DreamWorks Animation film and DVD releases as well as a branded retail outlet. The Shrek attraction will become part of Merlin's successful midway roll-out program as the sixth brand alongside LEGOLAND Discovery Centres, Madame Tussauds, SEA LIFE, The Dungeon and The Eye Brand.
"This landmark attraction, which will transport visitors through a live interactive adventure featuring Shrek, Fiona, Donkey, Puss in Boots and other favorites from the beloved franchise, will see an initial roll-out of six attractions over nine years. The first attraction will open in London in the summer of 2015. This will be the first time that Merlin, Europe's largest and the world's second-largest visitor attraction operator, has worked with a Hollywood studio to create a scaleable branded entertainment experience based on a globally recognized entertainment franchise. This is also the first time that DreamWorks Animation, home to global entertainment franchises including Shrek, Kung Fu Panda and How to Train Your Dragon, will help to produce an attraction of this magnitude by licensing the use of its characters and stories."
CEO Jeffrey Katzenberg also said in an interview with the Fox Business Network that another Shrek movie will eventually go into production:
"We like to let them have a little bit of time to rest, but I think you can be confident that we’ll have another chapter in the Shrek series. We're not finished, and more importantly, neither is he."
So, it seems that a new Shrek movie will probably come in a near future! As for the Shrek attraction, it's scheduled to open in summer of 2015, and it is the first of six attractions that will be rolled out worldwide over the next nine years.
Picture: copyright DreamWorks
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