With Epic Universe set to open in 2025, Universal is looking to update its existing parks to bring them in line with its future vision. Universal has access to numerous Marvel characters, all of whom may gain (or regain) mainstream popularity in the coming years, should Universal begin planning that investment now?
A Refresher on Why Marvel Characters Are at Universal
Back in 1994, well before the creation of the MCU or Disney’s purchase of Marvel, the Marvel Entertainment Group entered into a contract with Universal. The deal allowed Universal to create what became Marvel Super Hero Island within Universals Islands of Adventure. As long as Universal keeps the land open, continues paying the property rights, and Marvel doesn’t feel as though the brand is being harmed by Universal the contract will remain active.
For full detail of the agreement between Marvel and Universal, you can review the contract here. The deal covers any character or character of the same ‘family’ (i.e. member of the Avengers or X-Men), as long as then-MCA, now Disney, isn’t currently using the character.
Brief History of Marvel Super Hero Island
Islands of Adventure opened in May 1999 including the new Marvel-themed land. Storm Force Accelatron (think Disney’s Teacups with strobe lights) opens a year later and the area remained largely unchanged until The Amazing Adventures of Spider-Man was updated with 3-D digital projectors in 2011. The only other notable change to the ‘island’ since then was a revamp of The Incredible Hulk roller coaster including a new storyline and entrance.
What’s Next for the MCU?
The first three phases of the Marvel Cinematic Universe focused on the core Avengers, as well as introducing some lesser-known characters to the general public. Phases four and five continue to primarily focus on characters introduced earlier on, and bring in new characters through both film and TV series. While the sixth phase will be headlined by the next two Avengers films, the notable difference in the coming years is around Disney’s re-acquisitions of the creative rights for properties such as the X-Men, Fantastic Four, Deadpool, Blade, and others.
A relaunch of the Fantastic Four team, and brand, is scheduled to be released in 2025, with Blade (2025) and the third Deadpool (2024) coming out before then. However, the MCU has begun to leave small hints about mutants, leaving many to think that once the next Avengers cycle is complete, the MCU will pivot its focus toward the iconic superhero team, the X-Men.
With both them and the Fantastic Four potential tentpoles over the next decade for the MCU, is now the right time for Universal to consider investing in their Marvel attractions in Orlando?
Option 1 – Small Additions & Rethemes
Universal has a wealth of characters they can pull from. The X-Men offer Wolverine, Professor Xavier, Cyclops, Gambit, Rouge, Jean Grey, and Beast, just to name a few, as well as iconic villains such as Magneto, the Sentinels, and Juggernaut. While the Fantastic Four centers of the quartet – Reed Richards (Mr. Fantastic), Susan Storm (The Invisible Woman), Ben Grimm (The Things), and Johnny Storm (The Human Torch) – they too have some very visible and useful villains for future options – Doctor Doom (who currently has an attraction), Kang (if MCU phases four through six prove successful and popular), and the Skrulls (whom both the X-Men and Fantastic Four encounter and are the focus in the new Disney+ show Secret Invasion).
Without much time or money, Universal could update Storm Force Accelatron into a different or general X-Men attraction, or build a new ride with a small footprint around one of the characters listed above. Currently, the only thing in Marvel Super Hero Island is Auntie Anne’s Pretzels, which could easily become a new food option themed after Beast or Gambit.
Option 2 – Expansion
Or would it be wise for Universal to lean more heavily toward the very popular Marvel universe and phase out the legacy cartoon island Toon Lagoon? The land has two attractions, Popeye & Bluto’s Bilge-Rat Barges’ & ‘Dudley Do-Right’s Ripsaw Falls, both of which are water rides. A middle-range option for the theme park would be to retheme these rides after characters such as Namor or Mr. Fantastic. The remaining shops and restaurants would get rethemed after the properties mentioned above and Me Ship, The Olive could be redesigned into a new kids’ area.
Conversely, looking at a larger investment and bigger bet on the future popularity of Marvel, they could completely rebuild Toon Lagoon as an expansion of Marvel Super Hero Island. With the main walkway running through the land, it could be done in two phases to avoid blocking the flow from Marvel to the Skull Island area. A new big-budget ride (i.e. Rise of the Resistance) or utilization of the upcoming technology for Villain-Con Minion Blast new attractions could be designed for either the Fantastic Four or X-Men battling their respective villains or even a villain-themed ride.
Universal has access to the characters, all of which could see a surge in popularity in the coming years, while Toon Lagoon will only continue to fade in relevance and draw over time. Should Universal begin to invest, and potentially expand, their Marvel offerings in Islands of Adventure around the X-Men and Fantastic Four universes? Should Toon Lagoon be made into a Marvel Expansion? Let us know your thoughts by voting in our poll or by leaving us a comment below or on our Facebook page.
