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Lionsgate to Launch ‘Hunger Games-,’ ‘Saw-‘Branded Leisure Centers

Studio partners with Spain’s Parques Reunidos on European mall properties

“Hunger Games” studio Lionsgate has partnered with Spanish amusement park operator Parques Reunidos to launch Lionsgate-branded leisure centers in high-traffic shopping areas, the companies announced in a joint statement Tuesday.

The leisure centers will include some of Lionsgate’s highest-profile intellectual property, such as “The Hunger Games,” “Saw,” “Orange is the New Black” and “Nashville,” which Parques Reunidos hopes will help it further tap into the young adult market.

Parques Reunidos operates 62 entertainment assets, including amusement parks, water parks and animal attractions. The company has recently made urban leisure centers in shopping areas and malls a pillar of its growth strategy, having signed agreements for five properties and negotiating the development of an additional 20.

“This agreement enables us to continue growing by using one of the strongest tools for international expansion, leisure centers in shopping malls and high traffic shopping areas, and we are doing this hand in hand with Lionsgate, one of the most successful film and television production companies in the world,” Fernando Eiroa, CEO of Parques Reunidos, said in the statement.

“We’re excited to be partnering with Parques Reunidos,” Jenefer Brown, SVP, Location Based Entertainment at Lionsgate, said in the statement. “They have proven success in the leisure market, and we feel they are the perfect partners to help us bring fans closer to the properties they love through these compelling, innovative experiences.”