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DreamWorks Heads to the Mall

DreamWorks Animation SKG Inc. has created holiday attraction that will debut later this year at seven malls around the country, the company announced Thursday. The Glendale animation studio will open its interactive DreamPlace experience in the Glendale Galleria and malls in New York, Chicago, Dallas, Atlanta and Las Vegas. DreamPlace combines DreamWorks characters, including giant ogre Shrek, with the tradition of children visiting Santa Claus in a North Pole. It will feature a 2,000-square-foot holiday cottage and take visitors on a journey to the North Pole. Michael Francis, chief global brand officer at DreamWorks Animation, said the experience, designed by DreamWorks artists and storytellers, will be immersive and more extensive than a typical Santa Clause display. “We are continually looking for new ways to bring our characters to life and DreamPlace will deliver an unparalleled experience which fans will absolutely love,” Francis said in a prepared statement. The company did not disclose whether it would charge for the attraction and did not immediately respond to a request for more information. Parents will be able to make appointments by app in order to avoid lengthy lines. DreamWorks has been aggressive in diversifying its business to be less reliant on feature films, most notably with the $2.4 billion Dream Center entertainment complex that it is building in Shanghai with a Chinese partner. Shares closed up 22 cents, or about 1 percent, to $22.78 on Nasdaq.

Mark Madler
Mark Madler
Mark R. Madler covers aviation & aerospace, manufacturing, technology, automotive & transportation, media & entertainment and the Antelope Valley. He joined the company in February 2006. Madler previously worked as a reporter for the Burbank Leader. Before that, he was a reporter for the City News Bureau of Chicago and several daily newspapers in the suburban Chicago area. He has a bachelor’s of science degree in journalism from the University of Illinois, Urbana-Champaign.

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