As the $76 billion industry evolves, everyone is racing to capture attention and market share through immersive experiences in a space dominated by traditional media players, Disney and NBCUniversal. While legacy parks rely on decades-old IP and massive capital investments, Netflix is tapping into fan obsession with shows like Stranger Things and Squid Game to launch live experiences in malls and cities worldwide. At the same time, family-owned Herschend is betting that old is gold to keep visitors coming back to parks like Silver Dollar City.
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