Volume 3, No. 10. May 23, 2003
New Arrivals
It’s
a walk-through!
Ramoji Film City in Hyderabad, India, announces the arrival of Borasura,
The Magical Workshop, May 9, 2003. Measurements: 7,400 square feet (687
square meters), 22 themed scenes. Delivered by Alcorn-McBride, Canara Lighting
Industries, Diamond Amusements, JBL India and JI Company, and consultants Gregory
Arndt, Darrias Baker, Richard Crane, Adrea Gibbs, Jim Levesque, Jeannie Lomma,
Bill Sly and David Woody,
The transition of the world’s most prolific film studio into a themed leisure
destination took an earnest step forward with the opening of Southeast Asia’s
first interactive themed walk through attraction. Call it a test-screening for
the full-fledged theme park’s premiere a year from now.
“In India there are no theme parks; only some amusement parks with simple
rides,” said Jim Levesque, vice president of planning and development for
Ramoji Film City. “We didn’t know what to expect from guests who have
never experienced this type of attraction.” By his own admission, the attraction
uses “low-tech effects” as it tells the story of a sorcerer named
Borasura who stole jewels from a goddess. Guests are invited to find the jewels,
but they must walk through Borasura’s Magical Workshop to find them. He’s
puts obstacles in their way: things like a lava pit, library bookshelves that
close in on the passageway, a UV blacklight maze, smoke and noise rising through
a floor grate and video images projected onto a two-story waterfall.
Whatever level of tech Borasura may be, it touched its audience. The
response, Levesque said, “came out much better than our expectations.”
A guest book at the exit has generated at least 150 comments a day, he said.
“Some said it was the eighth wonder of the world; amusing comments from
people who had never seen this kind of attraction.”
There’s more to come. Ramoji Film City is the largest movie production
facility in the world, producing more than 250 films a year (in a country that
rolls out an average of 800 films annually) and housing 11 television stations
reaching 80 percent of the Indian population. Bowing to public demand, the studio
began a backlot bus tour three years ago and has since added a western stunt
show and motion base simulator, along with street shows, retail outlets and
restaurants. Last year the studio’s attractions drew 800,000 guests.
Based on that success, the studio is developing Ramoji Movie Magic Park, a 32-acre
(13 hectares) theme park with seven zones: Hollywood, Hong Kong, Wild West,
Polynesian, European, Fairytale Land and Fundustan. Attractions will include
a dark ride and special effects theater. Also in the master plan are a waterpark
and nighttime entertainment district. The whole development carries a 1.4 billion
Rupees (US$30 million) price tag. Ramoji Film City brought in top industry talent
to design and develop the attractions headed by Levesque who spent time at both
Universal Studios and the Walt Disney Company.
The bulk of the theme park is set to open in June 2004. The waterpark was supposed
to open this spring, but a drought in the region made the project too politically
sensitive and is now on hold until late 2004 at the earliest, Levesque said.
For now, Borasura seems to be performing its magic. Upon the ribbon cutting
by Ramoji Rao, chairman of the Ramoji Group, members of the media spent two
hours experiencing the new attraction, then about 2,500 general public guests
queued up. Since that May 9 opening, Ramoji Film City has hosted about 4,000
guests a day, 25 percent more than the typical tally this time of year, Levesque
said. “India has 400 million middle class people who want leisure activity
and can’t really leave the country, and they’re looking for something
to do.”
THE LOOP is written and produced by Eric Minton, Minton Enterprises, LLC. To see more examples of Eric Minton's work and Minton Enterprises services, visit www.ericminton.com.
©2003, Minton Enterprises
LLC
All rights reserved