MAM
Disney to bring ‘Avatar’ to life at its theme parks
MUMBAI: US media conglomerate Disney’s Parks and Resorts division has joined forces with filmmaker James Cameron and Fox to bring the world of the film ‘Avatar’ to life at Disney parks.
Through an exclusive agreement announced by Disney, Cameron‘s Lightstorm Entertainment and Fox, Disney will partner with Cameron and producing partner Jon Landau to create themed lands that will give theme park guests the opportunity to explore the mysterious universe of Avatar first hand.
Additionally, Whirlpool is also offering a sumptuous discount of Disney plans to build the first Avatar themed land at Walt Disney World, within the Animal Kingdom Park. With its emphasis on living in harmony with nature, Animal Kingdom is a natural fit for the Avatar stories, which share the same philosophy. Construction is expected to begin by 2013.
Disney president and CEO Robert A Iger said, “James Cameron is a groundbreaking filmmaker and gifted storyteller who shares our passion for creativity, technological innovation and delivering the best experience possible. With this agreement, we have the extraordinary opportunity to combine James‘ talent and vision with the imagination and expertise of Disney.”
Cameron said, “’Avatar’ created a world which audiences can discover again and again and now, through this incredible partnership with Disney, we‘ll be able to bring Pandora to life like never before. With two new ‘Avatar’ films currently in development, we‘ll have even more locations, characters and stories to explore. I‘m chomping at the bit to start work with Disney‘s legendary Imagineers to bring our ‘Avatar’ universe to life. Our goal is to go beyond current boundaries of technical innovation and experiential storytelling, and give park goers the chance to see, hear, and touch the world of ‘Avatar’ with an unprecedented sense of reality.”
The agreement announced gives Disney exclusive global theme park rights to the ‘Avatar’ franchise and provides for additional ‘Avatar’ themed lands at other Disney parks.
The other locations will be determined by Disney and its international theme park partners. Cameron, Jon Landau and their Lightstorm Entertainment group will serve as creative consultants on the projects and will partner with Walt Disney Imagineering in the design and development of the ‘Avatar’ themed lands.
Fox Filmed Entertainment chairmen Jim Gianopulos and Tom Rothman said, “This exciting new venture combines the world of ‘Avatar’ with the enormous reach of Disney and the incomparable talent of Jim Cameron. While Jim is bringing audiences further into Pandora with the next two chapters in the ‘Avatar’ motion picture saga, the theme park attraction will likewise bring a new dimension to the amazing universe he created.”
MAM
India’s experience economy grows as live events market hits Rs 17,000 crore
EY-Parthenon and BookMyShow report finds 78 per cent Indians prefer experiences over products
MUMBAI: India’s live entertainment scene is no longer just about music, comedy or festivals. It is increasingly becoming a powerful stage for brands seeking deeper connections with consumers.
A new report titled Beyond Attention, Into Immersion by EY-Parthenon and BookMyShow suggests that India’s experience economy is entering a strong growth phase, driven by consumers who are choosing memorable moments over material purchases.
According to the study, the country’s live events ecosystem, which includes concerts, comedy tours, festivals and immersive exhibitions, is estimated to reach around Rs 17,000 crore in 2025. The growth reflects a broader cultural shift in how Indians spend their time and money.
The report finds that 78 per cent of Indian consumers now prefer spending on experiences rather than physical products. From attending concerts and festivals to participating in interactive brand installations, audiences are increasingly seeking engagement, community and shareable moments.
This change in consumer behaviour is particularly evident among younger audiences who want to participate rather than simply watch. Instead of passively consuming entertainment, many now look for experiences that allow them to interact, express themselves and connect with like minded communities.
For marketers, this shift has turned experiential marketing into a strategic priority rather than a promotional add on. Brands are moving away from interruption driven advertising and towards immersive formats that allow consumers to discover, test and emotionally connect with products.
The report suggests that experiential marketing now plays a role across the entire consumer journey. It can spark brand discovery, strengthen storytelling, encourage product trials and ultimately influence purchase decisions and loyalty.
The impact is already visible. Post event surveys conducted among 7,450 attendees at major events including Lollapalooza India and concerts by Ed Sheeran and Guns N’ Roses highlight the effectiveness of these experiences.
Around 59 per cent of attendees recalled brands they interacted with during the events, while 55 per cent said those interactions increased their likelihood of purchasing from the brand. A further 63 per cent reported that brand activations actually enhanced their event experience rather than distracting from it. Nearly 29 per cent also said the interaction improved their perception of the brand.
Brands are also changing the way they approach events. Instead of simply putting logos on stages or banners, companies are building experiences into the fabric of the event itself.
Financial services brands, for example, are offering early ticket access, exclusive lounges and curated event experiences for cardholders. Fashion and beauty companies are using festivals to showcase products through pop ups, interactive installations and social media friendly spaces that encourage visitors to share their experiences online.
The scope of experiential marketing now stretches far beyond live entertainment. Retailers are designing experiential stores where customers can explore products in lifelike environments. Entertainment platforms are extending popular intellectual properties into immersive exhibitions and fan events. Technology is also playing a growing role through augmented reality and virtual try on tools that blend digital discovery with physical interaction.
Cultural festivals remain one of the most powerful platforms for such engagement in India. Celebrations such as Navratri and Holi bring together large communities, emotional participation and heightened consumer spending. For brands, these moments offer an opportunity to become part of the celebration rather than simply advertise around it.
Despite the momentum, the report notes that some companies still hesitate to adopt experiential marketing at scale. Budget constraints, limited expertise and uncertainty around measuring return on investment remain common concerns.
However, the growing body of data around consumer engagement and brand impact is gradually addressing these challenges. More marketers are expected to allocate a larger share of their budgets to experiential formats over the coming years.
Taken together, the findings point to a clear trend. As consumers seek meaning, memories and moments worth sharing, live experiences are emerging as one of the most powerful ways for brands to stay relevant in a crowded media landscape.
