Suro Senen
By Industry News Desk
In a landmark move that signals a pivot from the silver screen to the physical world, Legendary Entertainment is officially entering the realm of location-based entertainment (LBE). On July 24, the studio will unveil its first-ever theme park attraction, “Kong x Godzilla,” hosted at the iconic Lotte World in Seoul, South Korea. This milestone marks the culmination of years of strategic planning and creative development, positioning the studio to bridge the gap between blockbuster cinematic spectacles and immersive, real-world fan experiences.
The Dawn of a New Era: Main Facts and Project Genesis
The "Kong x Godzilla" attraction is not merely a ride; it is a high-stakes experiment in transmedia storytelling. By integrating state-of-the-art screen technology with massive physical sets and animatronics, Legendary aims to transport guests directly into the heart of the MonsterVerse.
The experience begins the moment visitors enter the queue. Guests are recruited into "Monarch," the clandestine organization tasked with tracking Earth’s giant creatures. This narrative framing serves as a bridge, allowing fans to transition from passive viewers to active participants in the lore. Once "recruited," visitors board a HEAV—the Hollow Earth Aerial Vehicle featured in the films—to embark on a journey that pits them against the sheer scale of the Titans.
James Ngo, Legendary’s executive vice president of franchise management, notes that the project has been a top priority since he joined the company nine years ago. "These types of deals take a long time to do, and construction is a massive undertaking," Ngo tells Variety. "We wanted to ensure that when we finally entered the space, we did so with a project that truly captured the scale and awe of our films."
A Chronology of the MonsterVerse
The launch of the Lotte World attraction comes at a defining moment for the MonsterVerse. Since the inception of the cinematic universe, Legendary has meticulously built a brand that now spans over a decade of interconnected storytelling.
- 2014: The release of Godzilla serves as the foundation for the modern MonsterVerse, reintroducing the world to the King of the Monsters.
- 2017: Kong: Skull Island expands the universe, bringing the legendary ape into the fray and setting the stage for future crossovers.
- 2019: Godzilla: King of the Monsters elevates the stakes, introducing iconic Toho kaiju to the global audience.
- 2021: Godzilla vs. Kong proves the commercial viability of the clash between the two most famous titans in cinema history.
- 2023: The Apple TV+ series Monarch: Legacy of Monsters begins its run, further deepening the lore through episodic television.
- 2024: Godzilla x Kong: The New Empire continues the momentum, leading directly into the debut of the Lotte World attraction.
- Future: Development is already underway for the sixth installment of the film franchise, ensuring that the momentum continues to build well into the latter half of the decade.
Supporting Data: Why South Korea?
The decision to anchor this massive investment in Seoul is no coincidence. According to Ngo, South Korea serves as a vital hub for the global entertainment market. Lotte World, a venue synonymous with entertainment in East Asia, is undergoing a significant renovation, and Legendary’s IP is set to serve as the centerpiece of this transformation.
"Lotte is an incredible partner," says Ngo. "This is going to be Lotte World’s biggest investment in a single ride. It is intended to be the marquee attraction of the entire park."
The financial success of the MonsterVerse provides the necessary backing for such a bold move. The franchise has generated over $2.5 billion at the global box office. However, the data suggests that the audience is shifting. While the franchise originally catered to fans who grew up with Godzilla and Kong in their youth—now in their 50s and 60s—the newer films have successfully captured the attention of teens and younger demographics. This demographic expansion has been crucial for Legendary’s decision to move into LBE, as it creates a multi-generational fan base hungry for experiential content.
Official Perspectives: The Synergy of Filmmaking and Design
A unique aspect of the "Kong x Godzilla" development is the tight integration between Legendary’s theme park division and its film production team. Unlike many licensing deals where the IP owner provides a brand and steps back, Legendary’s filmmakers were involved in the design process every step of the way.
"Our filmmakers sit one floor down from where my team and I sit," explains Ngo. "We don’t just send them a final product for approval; they work with us through every iteration. They suggest storyline tweaks to ensure the ride ties perfectly into the upcoming films. It creates a truly interconnected world."
This "fan-first" philosophy is the cornerstone of Legendary’s broader strategy. The studio views location-based entertainment as one of four pillars in a comprehensive ecosystem, alongside gaming, consumer products, and traditional publishing (comics/novels).
"Our gaming reaches consumers digitally," Ngo notes. "Consumer products allow them to bring the brand into their homes. Publishing allows them to imagine stories that aren’t on screen yet. But LBE? LBE puts them in the middle of the world. It completes the cycle."
Implications for the Future of Legendary Entertainment
The "Kong x Godzilla" attraction is widely viewed as a "test case." If successful, it will prove that the massive, high-concept scale of franchises like Pacific Rim and the MonsterVerse can be successfully translated into physical, immersive environments.
The technical challenge has always been the size of the characters. Designing an experience that makes a visitor feel the gargantuan scale of a Titan—without losing the sense of narrative—is a complex engineering feat. By overcoming these hurdles, Legendary is setting a new standard for how film studios can leverage their intellectual property.
When asked if the definition of "franchise management" has changed in an era where audiences expect multi-platform engagement, Ngo remains pragmatic. "I don’t know if the definition has changed, but the expectations have certainly matured," he says. "We are simply catching up to the strategies that companies like Disney have perfected over decades. We have the infrastructure now to do this across all our properties."
Looking forward, the studio is already exploring LBE concepts for other heavy-hitters in its library, including Dune, Detective Pikachu, and Enola Holmes. Whether these will manifest as massive park rides, smaller pop-up dining experiences, or high-concept escape rooms depends on the "IP DNA" of each franchise and the specific needs of the market.
A Broadened Vision
Legendary’s transition is not just about a single ride in Seoul; it is about a fundamental shift in the studio’s identity. When asked if Legendary is still primarily a film studio, Ngo is definitive: "I would argue that we are already a broader entertainment company. Our goal is to scale up the volume of franchises we handle. We know what our fans want, and we are committed to delighting them across every possible medium."
As the "Kong x Godzilla" attraction opens its doors this July, the eyes of the industry will be watching. For Legendary, this is not just an entry into a new market—it is the declaration of a new, fully integrated future where the boundary between the movie theater and the real world continues to blur. With a new Street Fighter project looming in October and the continued expansion of the Dune and MonsterVerse properties, Legendary is positioning itself to be a dominant force in the global entertainment landscape for decades to come.
Pevita Pearce
Nana
