Chapter 22: When Warner Went Worldwide
From Theme Park Confidential: The Corporate Machinations and Machiavellian Intrigue behind your Favorite Parks, by E. Z. Ryder.
Warner Brothers at first seems like the obvious company to expand into the world of theme parks and themed resorts. Like Disney, they have iconic characters and like Universal, they have classic movies. And yet WB was late to the game. Instead, long after Disneyland and Disney World were established parks and ground was breaking on Tokyo Disneyland and EPCOT Center, WB licensed their classic Looney Tunes characters to Marriott’s Great America theme parks in Gurney, Illinois, and Santa Clara, California. These license agreements persisted until 1984 when Marriott, in the aftermath of the Kingdom Acquisitions Group’s attempted hostile takeover of Disney, traded the two parks to KA member Bally Midway in exchange for Bally’s acquired shares of Disney.
With this acquisition, the parks, and through them the Looney Tunes rights, were incorporated into Bally’s subsidiary Six Flags Entertainment. The Six Flags Great America parks already had Looney Tunes based attractions, and soon the other Six Flags parks (Six Flags over Texas, Six Flags over Georgia, and Six Flags over Mid-America at the time) began featuring Looney Tunes walkarounds, Looney Toons themed rides, and special attractions like Bugs Bunny Land. These Looney Tunes themed rides did not create the desired spike in attendance, however, since generally speaking, slapping Bugs’ & Daffy’s faces on an existing roller coaster is not the same as a fresh, immersive experience.
This brief moment of Bally-run Looney Tunes attractions came to a close in 1987 when a financially strapped Bally sold a controlling interest in the Six Flags parks to Warner Brothers in a Crown Jewels strategy to avert a leveraged buyout by Wesray Capital Corp[1]. At first, Warner Brothers treated Six Flags as a turnkey operation, leaving the current management in place. However, the parks’ returns failed to meet the optimistic expectations of the WB management. This all started to change in 1989 when Lorimar was acquired[2]. Among the Lorimar employees that were now claimed by WB was former Disney WED Imagineering head C.V. "Woody" Wood. Wood, who falsely claimed to have an engineering degree, had been one of the driving forces in developing Disneyland back in the 1950s before he was fired, overtly due to the disastrous “Black Sunday” opening of Disneyland but largely over his long string of Machiavellian intrigues against Walt.
After leaving Disney, Wood was the driving force behind the ultimately failed Freedomland park in NYC (which may have been part of a long-con real estate plan and intended to fail) among other corporate plans before settling at Lorimar. When WB took over Lorimar, he ingratiated himself to the new management who in particular sought his help in updating the Six Flags parks[3]. He explained to them the difference between a “ride” and an “experience”, urging the executives to visit not just Disney, but the Universal Studios Hollywood King Kong ride.
Suitably impressed, the WB leadership named Wood the Executive Vice President of Parks and Attractions for Warner Brothers, reporting directly to Chairman and CEO Robert A. Daly, which ironically put him above the President of Six Flags in all but title. Wood set out to turn around the parks, securing several hundred million dollars to upgrade and expand the existing parks. He hired or subcontracted as many former Imagineers as he could get ahold of, including Disney Legend Bob Gurr, and implemented a staged upgrade to the Six Flags over Georgia and Six Flags Great America in Santa Clara. Suddenly these parks were enclosed in decorative walls and realistic rock formations or building façades that hid the outside world. Bugs Bunny Land was updated and upgraded into an interactive “Toon Town” in all but (copywritten) name. New dark rides with audio-animatronics were added, as was a Batman Stunt Show.
More or less… (Image source “visitbrisbane.com.au”)
The newly updated parks were developed in stages, allowing attendance to continue as the updates went on. The locations, Santa Clara outside of San Francisco and Cobb County outside of Atlanta, were close enough to compete indirectly with Disney and Universal, and yet far enough away to not compete directly. The newly minted Warner Movie World Resorts with active studio tours, partnering hotels, and visitor shuttles, would see a major spike in attendance and earn a profit within a few years’ time.
Meanwhile, Hollywood Studios/ABC had acquired DeLaurentis Studios in 1987 in a leveraged buyout, selling the Gold Coast studios in Australia to Village Roadshow shortly thereafter to help pay down the short-term debt[4]. Village Roadshow, who had a working relationship with Warner Brothers, acquired some swampland around the Gold Coast studios and in late ’88 convinced Warner Brothers to split the costs and launch a Warner Brothers Movie World at the location. C.V. Wood again consulted, and in 1989 ground was broken on Warner Brother’s first, but hardly last, international venture.
[1] Wesray successfully claimed Six Flags in our timeline. Time Warner eventually grabbed a major stake in Six Flags, but never outright controlled them, meaning that “true” Warner parks like Warner Brothers Movie World were only available outside of the US.
[2] As per our timeline. Among the casualties of the Lorimar buy in our timeline was a new Lorimar executive named Bernie Brillstein!
[3] In our timeline Wood was the driving force behind WB Movie World in Queensland, Australia.
[4] Second-order butterfly where the logical follow-on secondary butterflies send things back down the pathway from our timeline. Eisner probably isn’t going to get involved in Australia yet and Village Roadshow is the natural buyer. Congrats, my Australian readers, WB World in Queensland isn’t butterflied!