Now that Harry has hung up his Firebolt, Warner is looking to keep the multi-billion dollar franchise alive. Welcome to The Warner Bros Studio Tour London – The Making Of Harry Potter, a new attraction that opens today at its Leavesden studios in Watford, England. There, Muggles will get a glimpse at the behind-the-scenes magic of the films right where they were shot. As time wears on, however, it’s likely that interest in Potter will wane – but Warner says there’s a plan for that too.
When Warner Bros acquired film rights to JK Rowling’s Harry Potter, lore has it the author insisted on an all-British cast and that all films be shot in the UK. Ten years later, the highest-grossing film series in history has had a huge impact on the British economy – and on Warner Bros’ bottom line. In June 2010, London mayor Boris Johnson penned an editorial in The Telegraph decrying the fact that a Potter theme park was to open in Orlando rather than in Harry’s own backyard. He wrote: “This Potter business has legs. It will run and run, and we must be utterly mad, as a country, to leave it to the Americans to make money from a great British invention.”
Fast-forward 18 months and Johnson was waving a wand at Ollivander’s shop on the Potter tour’s Diagon Alley. A coincidence? Warner’s Sarah Roots, VP of the tour, tells me the idea of a film based attraction at the Leavesden studios has been in the pipeline for quite a few years and that Harry Potter has been such a part of the studio’s heritage, “it made sense to launch the attraction with Harry Potter.” The opening of the tour is timed to coincide with the start of Easter break for British school kids. Warner is eyeing up to 5,000 visitors per day on staggered tours that last about 3 hours. Roots says tickets for the first period have sold well and that first visitors are expected to be mostly UK residents with more overseas interest next year. As with all tourist destinations in the UK this summer, Warner is hoping for a residual Olympics effect. (more…)