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FIRST MOVIE-BASED JAPAN THEMER
OSAKA, Japan - In a time of economic uncertainty, Universal Studios Japan opened here March 31 following a month of soft-opening previews (AB, March 5).
Opening day was cold, windy, and rainy. But that didn't stop thousands who lined up at the gates long before the scheduled opening ceremony that featured city and park officials, with Arnold Swarzzenegger making a guest appearance.
Because of the large number waiting, officials decided to open the gates immediately following the ceremony, about a half-hour before the posted opening time.
As the gates opened, the throng rushed to their favorite rides, stood in hour-long queues, and spent three times as many yen on souvenirs as officials had predicted.
This is the first movie-based themer in Japan, and Universal officials feel the mix of the 18 American movie-based attractions will please the Japanese market, which openly embraces American films.
All tickets for the first two weekends were pre-sold, with none available at the gates. "We were concerned with congestion, so we pre-sold tickets to help control the number of guests," said Norm Elder, director and general manager of the USJ marketing division.
Ticket sales were limited to 30,000 for the first day and 35,000 April 1. Sales on the second weekend were limited to 39,000 for each of the days. All four days were sold out.
"We wanted to make sure we were operating at our best when the general public began coming in," Elder noted.
Price of admission is $48 (U.S.), on par with what Disney charges in Tokyo.
Ron Meyer, president/COO of Universal Studios, was all smiles on opening day when he reported per capita spending was way ahead of projections during the March soft opening operation. "We averaged 38,000 people a day and per caps were about three times what they are at our American parks," Meyer said.
THE ECONOMY
"The decision six years ago to build the park was made during the recession, and the volatility of the Japanese economy was then considered. We were not blindsided by the economic situation," said Jean-Marie Messier, chairman/CEO of Vivendi Universal, parent company of Universal Studios Recreation Group, which runs the company's parks and resorts. "The economy will turn and the current situation...