Dreamworks Send Kung Fu Panda And Shrek To Macau Casinos
Dreamworks strikes a deal with Sands China Ltd
In what must surely be a win-win deal (for the two major companies involved, at least), Dreamworks Animation SKG Inc have struck a licensing agreement with Sands China Ltd for the casino operator to use its characters – such as Kung Fu Panda and Shrek – at its Macau gambling resort. Macau was a destination for over 28 million tourists last year and with China fast becoming one of the world’s most influential and wealthiest places on Earth, this could well prove to be a timely and lucrative move for Dreamworks.
In February, Dreamworks, the company founded by Steven Spielberg and Jeffrey Katzenberg back in 1994, reported a fourth quarter loss, after its one new movie in that period, Rise of the Guardians, failed to perform as well as had been hoped. “The collaboration gives us a very nice home base here in one of the most important markets in the world and it’s a great branding opportunity,” said Katzenberg. The deal marks the first non-movie venture in Asia for Dreamworks and provides evidence that the company is having to look for alternative sources of income in troubling times for the movie industry.
Currently, Sands’ biggest competitor, Melco Crown Entertainment Ltd offers its visitors an array of attractions, including the House of Dancing Water, featuring motorcycle stunt displays.
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