DreamWorks Animation SKG Inc. announced early this month to cross swords with rival Walt Disney Co. as it will give its brand to another giant entertainment district in Shanghai.
Not only Shanghai Disneyland will be the highlight of the year 2016 when inaugurated. Spotlights will also turn on another giant development in the entertainment arena: “Dream Center” is due to welcome its first visitors during the same year. The announcement was done in Shanghai earlier this month by DreamWorks CEO Jeffrey Katzenberg and Shanghai Mayor Han Zheng. Were also present the Shanghai Party Secretary Yu Zhengsheng and Shanghai Media Capital Chairman Li Ruigang, partner in the operation.
The project is part of a US$3.1 billion entertainment district in Shanghai set in a part of town called Xuhui. It will be different in its essence from the Disney project. While Disney continues to emphasize its theme park-style attractions, DreamWorks wants to recreate an entertainment district, similar to London’s West End or New York’s Broadway.
The area will stretch over six city blocks and boost various entertainment venues. It will have the world’s largest IMAX music venues as well as a “Kung Fu Panda”-themed pagoda. It will also integrate a real U$350 million animation studio called “Oriental DreamWorks”, as well as restaurants, shops and hotels. Some of the best world architects will be part of the construction project which was not revealed in full details.
At the press conference, Jeffrey Katzenberg, the former Disney studio chief and now DreamWorks Animation CEO, promised to create a “cultural landmark” along the Huangpu River. “This doesn’t exist anywhere else in the world,” he said.
Oriental DreamWorks joint venture was officially formed last February. The move to establish the new entertainment district in Shanghai reflects DreamWorks attempt to diversify its resources, following difficulties from Jeffrey Katzenberg to sell the company. And for Shanghai, it will help to strengthen the image of cultural and entertainment capital of China. The last event in Shanghai was the World Expo 2010 which managed to attract 80 million visitors and was a major boost to infrastructure upgrading all around the metropolis.
Asked about DreamWorks project, the Wall Street Journal reported that Disney CEO Robert Iger declared that “[DreamWorks Park] is not being characterized as a theme park and the investment is nothing close to what it would take to build a theme park.” Shanghai Disneyland total investment cost is estimated at US$ 4.4 billion.
Luc Citrinot a French national is a freelance journalist and consultant in tourism and air transport with over 20 years experience. Based in Paris and Bangkok, he works for various travel and air transport trade publications in Europe and Asia.
