In China, there are hundreds of theme parks such as Disney, Chimelong, Happy Valley, Fanta, Haichang, Song Cheng, Wanda, Joyland. Disney is famous for its modern interactive technology; Chimelong is good at creating an interactive environment; and Happy Valley holds successfully themed shows...Every park has its own strengths. However, as various kinds of theme parks increases sharply, theme parks are beginning to lose their own theme. Where is the theme in theme park?
After visiting several theme parks, you will find that except for the building decoration, everything is similar, especially the amusement equipment. So the building decoration means the theme? No. Theme is a kind of culture, which can be used to communicate. But in many theme parks, their themes are just reflected in sculptures or decorations. Theme parks should keep in pace with the development of society and change still displays into dynamic interaction.
Nearly all the theme parks hold parades and performances; however, you will find that it is difficult to point out the differences between all the parades and performances in different theme parks. Parades and performances should be the unique part of each them park, and also be a good media to show the parks’ themes. In most theme parks, amusement equipment is similar and parades and performances are copied, so what is their own feature? In my opinion, a theme park should hold its own customized parade and performance according to its own culture and theme. Only with its unique feature can a theme park run successfully and for long.
A theme park is an improvement based on an amusement park. As a result, theme parks should be better than amusement parks. When theme parks are without a theme, are there any differences between them and amusement parks?
Every theme park is a big project with an investment of over 10 million or even 10 billion dollars. With such a large investment, we should create a theme park with a theme culture inside, not just a theme model. A true theme park should be a cultural media, which can transfer its theme culture to visitors via experience. And, each theme park should bring different experiences to visitors. In China, theme parks are just good at building theme models, and then name the amusement equipment according to the theme indiscriminately. As a result, the theme is just a dead theme without soul and the park is just an amusement park but calls itself a theme park. So, where is the theme? Where we can find what makes the visitors’ laugh, is where we will find the theme.
※The article is published in the GTI Magazine Issue No. 157 in September, 2017
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