Global content leader Lionsgate and leading leisure park operators Parques Reunidos has announced the opening of branded indoor entertainment centre ‘Lionsgate Entertainment City’ at the iconic Estación Príncipe Pío in Madrid. It is set to open in early 2020 following the launch of the partnership’s first entertainment centre in Time Square, New York in 2019.
The 4,200 sq m indoor entertainment centre will feature interactive experiences based on Lionsgate’s blockbuster movie franchises and popular television shows. Visitors will be invited to explore the world of The Hunger Games, prove they have what it takes to be ‘Dauntless’ in The Divergent Series, or step back in time into a restaurant and lounge inspired by the one frequented by Don Draper in Mad Men. Designed to target young adults and adults, the center will feature multiple attractions, including a challenge course and climbing wall, state-of-the-art motion simulator, 4D theatre, and location-based VR experiences.
“Parques Reunidos has a strong expansion plan for Indoor Entertainment Centers (IECs), which will be open to the public year-round throughout Europe and the U.S.,” explained CEO of Parques Reunidos, Fernando Eiroa. “Parques Reunidos’ experience combined with Lionsgate’s iconic properties– like The Hunger Games, Divergent, and Mad Men— will allow us to create the first branded IEC of this kind in Europe. Visitors will be able to live through total immersion experiences via multiple virtual reality simulators and dine with Don Draper-style at this new exciting location.”