DreamWorks to launch high-tech Santa experience in shopping malls
ChainStoreAge.com - Jun 19th 2014, 15:40
New York- DreamWorks Animation is looking to bring a little bit of Hollywood magic to the nation's shopping malls.
The film studio has developed a high-tech Santa Claus experience, billed as "DreamHouse," that it hopes to roll out to malls for the holidays, with two developers, Forest City and General Growth Properties, already buying in, the New York Times reported.
According to the report, Santa Claus will sit inside inside a 2,000-sq.-ft. cottage-like space, whose walls are made up of giant video screens. Kids will go on a virtual sleigh ride with Shrek before meeting with Santa.
"It's an amazing, beautiful, big theatrical statement that represents our efforts to diversify into new areas," DreamWorks Animation CEO Jeffrey Katzenberg told the Times.From ChainStoreAge.com
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