Image Credit: Warner Bros Discovery.
On February 12, Warner Bros Discovery revealed plans to launch the “Warner Bros Studio Tour: The Production of Harry Potter” at a new venue in Jinjiang Action Park, Shanghai. This will be the first Harry Potter Studio Tour in China, with an expected opening in 2027. The project is currently awaiting regulatory approval.
The Shanghai attraction will span approximately 53,000 square meters, featuring both an indoor soundstage and an outdoor backlot, and is designed to provide a half-day experience for visitors. Additionally, a landscaped park area will offer leisure space for the public.
Warner Bros claims that the indoor segment of the tour gives visitors a behind-the-scenes look at the Harry Potter films, showcasing the production process and the visual effects used. Guests will have the chance to explore famous sets, view original costumes and props, and engage in interactive exhibits that vividly depict JK Rowling’s magical universe.
Main Locations in Downtown Shanghai
The project has advanced unusually quickly, with discussions beginning in November 2023, a memorandum signed by May 20, 2024, and the framework agreement finalized by January 31. Construction is projected to start in the latter half of 2025, with a grand opening planned for late 2027.
This rapid progress stands in stark contrast to the lengthy negotiations that preceded the opening of Shanghai Disneyland, which took a decade, marking its 10th anniversary next year.
Warner Bros was able to secure a significant downtown Shanghai location, a feat that is increasingly challenging today. Jinjiang Action Park’s location along Line 1 of the Shanghai Metro represents a rare real estate opportunity, unlike other major theme parks in the suburbs, including Shanghai Disneyland in Pudong, Legoland Shanghai Resort in Jinshan, and the future Peppa Pig Theme Park in Chongqing.
This partnership benefits both parties; for Warner Bros, this is the company’s first venture into global theme entertainment after launching the division in September 2023, while Jiu-Jitsu International stands to revitalize an aging amusement park.
Jinjiang Action Park, which is undergoing renovations following its temporary closure announced in January, holds nostalgic significance for many in Shanghai as one of the city’s oldest amusement parks. However, it has faced challenges with outdated facilities and declining visitor numbers, attracting only around 1 million visitors annually, a fraction of Shanghai Disneyland’s 13 million in 2023.
Nonetheless, the location’s value remains high, positioned near the Southern Shanghai Station and two major commercial areas, Xujiahui and Caohejing, making it highly desirable.
Jinjiang provides a prime location, while Warner Bros contributes beloved intellectual property. With eight Harry Potter films and multiple attractions across Universal Studios Parks globally, the Wizarding World franchise is among the most lucrative in entertainment history.
Impact on Universal Studios Beijing and Shanghai Disneyland
Will the new attraction directly compete with Shanghai Disneyland and Universal Studios Beijing? Likely not.
Both Shanghai Disneyland and Universal Studios Beijing draw approximately 13 million visitors yearly, while the Harry Potter Studio Tour will be a half-day experience in a smaller 53,000 square meter area, significantly less than the 910,000 square meters of Shanghai Disneyland and about half the size of Universal Studios Beijing’s “World of the Magical World,” which is 100,000 square meters.
The target audience consists mainly of local fans seeking a shorter, immersive experience. The Minhang District Government estimates that the attraction could attract 225 million visitors annually, potentially generating an EBITDA of $150 million at an investment of $40 million.
Unlike Disneyland and Legoland, the Harry Potter studio tour adopts a museum-style format, requiring advanced booking with about 90% of the indoor experience reserved.
“It’s not a theme park; it operates under a different business model. Visitors need to reserve a specific date and time for their visit,” a spokesperson explained. “Ticket prices are competitive with similar attractions in the UK and Japan, currently ranging from 320 to 460 yuan ($44.8 to $64.4).”
Jinjiang Action Park, covering 103,000 square meters, will have about half its area designated for the new attraction. When contacted about future developments for the remaining space, Warner Bros declined to comment.
Currently, Shanghai authorities aim to preserve elements of the original Jinjiang Action Park while introducing new public amenities.
The Minhang Press Office has confirmed that the iconic Shanghai Ferris wheel, a longstanding symbol of Jinjiang Action Park, will undergo upgrades rather than demolition. The revamped wheel is anticipated to reach around 118 meters in height and is awaiting national approval. However, it will not include any theme-related elements.
Renovations will also incorporate underground parking and an improved landscaped entrance park. Plans are in place for themed restaurants and hotels, but commercial and tourism infrastructure will be managed by the government.
Shanghai is poised for more theme park projects as it continues to attract significant IP franchises. Legoland Shanghai Resort is set to open this summer, while the Peppa Pig outdoor park is planned to debut in 2027, coinciding with the opening of the Harry Potter Studio Tour.
This content has been adapted from the original article published by 36kr, authored by Wang Yuchan.
