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Universal Is Going for Full-On Immersion With New Harry Potter Ride

Hannah Sampson

Photo Credit: A promotional image for Hagrid’s Magical Creatures Motorbike Adventure, a new ride coming to Universal's Islands of Adventure. The image is from a video promoting the new ride. Universal Parks & Resorts

Skift Take

Universal has seen huge returns on its Harry Potter investments. The latest addition is a ride — as opposed to an entire land — but it will still likely draw crowds, especially in the months before Disney's Star Wars expansion opens in Florida.

Universal's summer salvo in the Orlando theme park wars — a Harry Potter-themed roller coaster — has the operator carving out a new category. "It's more than just a ride," said Mike West, senior director and executive producer at Universal Creative, the planning and development arm of Universal Parks & Resorts. "This is really what we call our first 'show coaster' because it's a totally immersive environment that we're going to take our guests on." The company revealed new details about the ride at an event in New York City late Monday. Previously, only the name —  Hagrid’s Magical Creatures Motorbike Adventure — and an opening date of June 13 had been confirmed. The ride will replace an earlier roller coaster called Dragon Challenge in the Wizarding World of Harry Potter — Hogsmeade at Universal's Islands o

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