Disney Breaks New Ground With A Castle In Saudi Arabia

Disney has introduced a revolutionary attraction in the Saudi capital, Riyadh. (Image by Sam Bagnall/LAT Images)

Creating major theme parks is no easy task. It often requires tens of thousands of employees working for several years and can cost billions of dollars. To achieve such a grand project, a strong financial supporter is essential, and one of Disney's most recent collaborators has some of the largest financial resources available.

Disney played a pivotal role in creating the theme parks we recognize today. When Disneyland opened its doors in 1955, it didn't just set the standard for contemporary theme parks; it also introduced groundbreaking features that are now standard in the industry.

At Disney theme parks, we saw the introduction of queue-cutting passes, contactless payment gadgets, and immersive 360-degree screens. However, in November of last year, they unveiled a groundbreaking new technology that could outshine them all.

Disney's theme parks are well-known for their lavishness, featuring artificial mountains, attractions filled with animatronic characters, and nightly fireworks shows. Therefore, when Saudi Arabia's General Entertainment Authority invited the entertainment giant to participate in the annual Riyadh Season in the capital city last year, they went all out.

Rather than just having a booth at the festival, Disney created a mini theme park that spans 20,000 square meters, showcasing five different areas inspired by some of its beloved films. Calling it large doesn't really capture its scale—the place was so vast that it required its own map to navigate.

This was the first instance of Disney creating a project of such magnitude, marking their return to a market they had mostly steered clear of for almost ten years.

Named Disney: The Castle, the complex was situated only six miles from downtown Riyadh, serving as a perfect illustration of Location-Based Entertainment (LBE). Essentially, LBE is about creating entertainment venues in urban neighborhoods, allowing local residents easy access without the need to travel far outside the city, which is often the norm.

Disney began its journey into location-based entertainment (LBE) in 1998 with the launch of DisneyQuest in Orlando, Florida. This five-story facility, which lacked any windows, featured arcade games, virtual reality experiences, and games inspired by attractions found in Disney theme parks. A second site was introduced in Chicago in 1999, and Disney had intentions to open up to 30 more venues around the globe in the coming years. However, those plans never came to fruition.

Fewer visitors than anticipated forced the Chicago location to shut down after only two years, while the Orlando site stayed open until 2017, when it was transformed into an attraction focused on the NBA. That venue also closed due to the pandemic and has recently been replaced by a temporary store featuring items from Harry Styles' lifestyle brand, Pleasing. Disney, however, faced no such challenges in Riyadh.

Disney has significant opportunities in the Middle East, given that many locals have a strong history of traveling to its parks in Paris and the U.S. Notably, Prince Alwaleed, one of the richest individuals in Saudi Arabia, has consistently come to the rescue of Disneyland Paris over the last three decades, a fact we have frequently highlighted in our coverage.

Additionally, as reported by Deadline, Disney's live-action version of Aladdin has become the top-grossing film ever in the Middle East. This area is now one of the select places around the world where new Disney Stores are being launched, as we’ve mentioned before. In Riyadh, Disney took full advantage of this success by employing various strategies to create what is arguably the most enchanting location-based entertainment venue ever.

Within each of its five areas, visitors could experience attractions featuring a variety of performances and advanced interactive digital characters similar to those in Disney's theme parks. Dancers dressed in vibrant and intricately designed outfits delivered performances worthy of Broadway, while stunning projection-mapped displays took place outdoors.

One of the areas showcased a full-sized version of the classic Casa Madrigal, the South American home from the 2021 Oscar-winning movie Encanto. Interestingly, this attraction hasn't been introduced in Disney's theme parks in the United States yet, with plans for it to open in Orlando not scheduled until 2027.

The meticulous attention to detail in the Riyadh version was remarkable. You could spot aged bricks peeking through the chipped plaster on the walls of the home, and wooden beams held up the roof, which seemed to be made of terracotta tiles. Vibrant climbing plants adorned the elaborate balconies, and wooden shutters concealed the windows.

At a live music event, the curtains parted to unveil shadowy figures from the movie, utilizing a technology that was recently introduced at Disney's Magic Kingdom in Orlando. In another performance, vibrant images of festivals and Aztec celebrations were projected onto the structure in perfect harmony with the movie's lively soundtrack.

Dominating the landscape was a 30-meter-tall replica of Cinderella's Castle, the iconic centerpiece found in numerous Disney parks. This marked a historic moment, as it was the first Disney castle to be established in the Middle East, and it certainly wasn't just a simple or whimsical design.

Standing only 21 meters shorter than the castle at Disneyland Paris, this castle features towers, ramparts, and decorative railings positioned similarly to those in the Magic Kingdom. It also boasts the same color palette, with creamy walls, blue spires, and golden accents.

Visitors could unwind at the base of the castle, where large screens displayed clips from beloved Disney films, perfectly timed with choreographed dance performances on the nearby stage. Similar to the holiday celebrations at the theme parks, faux snow (made from soap bubbles) fell onto the audience during winter-themed songs. At night, spotlights lit up the castle, which served as a stunning backdrop for breathtaking fireworks shows.

The venue remained in use until February of this year, meaning it needed to be completely reimagined for the festival and also constructed in a way that allowed it to be taken apart afterwards. It wasn't an easy task; it required a lot of hard work and planning to make it happen.

"This project is truly revolutionary and stands on the contributions of countless influential figures," stated Darryl Franklin, vice president of business affairs and business development at Disney Concerts.

He mentioned that two individuals were crucial in developing the idea behind the complex. One of them is Chip McLean, the global general manager of Disney Concerts. With over 30 years of experience in the music industry, McLean is exceptionally skilled and has a knack for turning musical concepts into original live experiences. He referred to Disney: The Castle as “the outcome of the creativity and teamwork of numerous talented individuals coming together to bring our common vision to life.” This statement is certainly not an overstatement.

Three major companies partnered with Disney, each a frontrunner in their respective industries. One of these was Balich Wonder Studio, a producer of live events known for creating the greatest number of Olympic Ceremonies.

Balich received backing from TML Enterprises, a company known for its expertise in musical theater and experience in over 450 cities across 45 countries. Established in 1998 by prominent figure Tim Lawson, TML produced the Melbourne production of Fiddler on the Roof featuring the late Topol, and later presented The Rocky Horror Show, which was led by the iconic Richard O'Brien. TML continues to thrive today, currently involved with Disney: The Castle and also working on a prequel to Game of Thrones called The Iron Throne, in collaboration with author George RR Martin as the executive producer.

The third key player was the British firm Propeller Live, recognized for its innovative approach to immersive entertainment. Franklin acknowledges that Max Painter, Propeller Live's creative director, co-developed the concept for Disney: The Castle with McLean. "The idea behind Disney: The Castle was to share Disney's magic with audiences worldwide through a pioneering immersive musical experience, with the Castle serving as the main attraction," Painter described.

The Propeller Live website provides more details about how this innovative attraction came to be and the contributions of all the involved parties.

"Disney: The Castle began as our initial concept, aiming to share the enchantment of Disney with audiences worldwide by creating a breathtaking immersive experience, featuring the Disney Castle as the central highlight of the event. We collaborated with Disney Concerts to create engaging musical experiences centered around popular franchises like The Lion King, Frozen, Encanto, Aladdin, and The Little Mermaid. Additionally, our sister company, Imaginer, crafted 3D designs for important features, including a fresh take on The Disney Castle itself."

Tim Lawson and Toby Simkin from TML offered business and executive development services. Balich Wonder Studio partnered with the project as co-producers, contributing to the development of working concepts. They utilized their large production teams to handle procurement, production design, engineering, project management, and operations.

One notable figure was Samuel Orme, who served as the head of Balich's creative team and worked as the executive producer. Orme has an impressive background in live entertainment. He started out at the renowned House of Dancing Water production in Macau and later collaborated with theatrical icons like Andrew Lloyd Webber and Cameron Mackintosh, as well as the innovative circus group Cirque du Soleil.

Orme stated that Disney: The Castle "came to life thanks to an incredible group of over 400 talented individuals and numerous reliable partners who dedicated their time, passion, and positivity to create something truly exceptional." Every detail was carefully considered.

The stores in the complex offered exclusive Disney products, and the dining spots had unique themes. Even the photo backdrops were unusual. One featured a wooden sailing ship inspired by the popular movie Tangled, giving the impression that it was about to embark on a journey, with orange Chinese lanterns seemingly drifting above.

Similarly, the Lion King section invited kids to participate by drumming along as talented Broadway-style performers entertained with songs from the Lion King, all while scenes from the movie were displayed on screens cleverly integrated into the surroundings. The Little Mermaid area was just as imaginative, providing children with the chance to play instruments designed to resemble treasures from the ocean floor.

The section inspired by the popular animated movie series Frozen showcased an indoor space adorned with artistic trees, shimmering with glowing icicles. This enchanting scene was enhanced by a large screen displaying clips from the films. As visitors strolled through, projected leaves on the floor seemed to shift aside, revealing exquisite ice sculptures hidden beneath them that appeared as guests moved across the digital snow patterns.

The Aladdin-themed area made a strong impression right from the start, as visitors entered through a massive tiger's head, reminiscent of the entrance to the Cave of Wonders from the beloved 1992 animated film. Once inside, guests were greeted by elaborate rock formations decorated with fake jewels and treasure chests. Among the treasures was a magical lamp, which, when discovered by the performer portraying Aladdin, brought forth a towering, computer-generated genie that stood 7 meters tall on the surrounding screen. And that was just the beginning.

If you've experienced the Turtle Talk show at Disney parks in the U.S., you'll notice that the performance feels quite recognizable. In Turtle Talk, a concealed actor provides the voice for a digital version of a character from Finding Nemo, engaging with audience members by answering their questions in real time on a screen. Similarly, the genie in Riyadh was also interactive, but its magic came from technology rather than spells.

A significant portion of the mesmerizing visuals came from the British company Mesmer, which specializes in video and projection design. They assigned a group of ten professionals to work on the Disney project in Riyadh, including animators, 3D modelers, and video specialists. With over 30 years of experience in live event production, Mesmer's team has created award-winning shows recognized by the Olivier and Tony Awards, along with multiple projects for Disneyland Paris.

Ian William Galloway, the creative director at Mesmer, contributed to productions such as Frozen: A Musical Invitation and Mickey and the Magician, which is arguably one of Disney's most stunning theatrical experiences. This vibrant celebration of Disney music features performers who take the stage to sing beloved songs like ‘Be Our Guest’ and ‘Circle of Life.’ As these songs play, massive origami-style animals from the Lion King come to life, emerging from concealed entrances and populating the aisles. Meanwhile, a giant rock representing the savannah is wheeled onto the stage, and the backdrop, adorned with high-tech projections, transforms from a starry sky into a beautiful sunset. This is far from amateur performance; it’s a truly spectacular show.

Just when you think you've seen it all, it manages to astonish you again. The "magic" in the show's title is no trivial matter; it showcases illusions crafted by Paul Kieve, who worked as a consultant for the film Harry Potter and the Prisoner of Azkaban. In fact, Kieve is the only magician in real life to have performed magic in the Harry Potter movies, contributing his talents to effects like levitating orbs and a map that folds itself.

The detailed Mickey and the Magician stage is filled with surprises, including a broomstick that seems to sweep by itself and a realistic moving figure of Lumière, the talking candlestick from Beauty and the Beast. In a magical twist, Cinderella vanishes when she’s rolled up in a carpet, while a floating box appears to hold a six-foot-tall genie who sings and dances. Although he's a live performer at Disneyland Paris, he's presented as a computer-generated character in Riyadh.

In addition to overseeing the technical specifications and management of the video systems across Disney: The Castle, Mesmer was responsible for creating all the content and character designs, developing software, and producing animations. They also provided the specialized media servers needed for the interactive experiences. According to their website, the floor effects in the Frozen area were generated using Notch software, which processes data from LiDAR scanners. These scanners employ lasers that bounce off objects and return to the source, measuring distance based on the time it takes for the light to travel.

On the other hand, the genie in the Aladdin attraction was designed using a mix of facial recognition technology, 3D body scanning, and motion capture gloves. This setup controlled a character in the Unreal Engine video game, enabling a quick switch between actors in just a minute. As a result, the event could take place smoothly during the entire operational hours of the venue, which were from 5 PM to midnight on weekdays and until 1:30 AM on weekends.

Orme mentioned that when the show ended in February, the venue had hosted 2,800 musical events. Ticket prices varied, starting at $33 (SAR 125) and going up to $93 (SAR 350). Cundall, the engineering firm responsible for the complex, reported that over 120,000 individuals visited it.

Cundall's team of structural engineers developed the design foundation, which was then shared with all the suppliers involved in the project prior to receiving local approval from their team in Riyadh. “This marked another successful partnership with Balich Wonder Studio and their vendors. We take great pride in collaborating with our colleagues in Riyadh and contributing to this energetic and rapidly evolving project," stated Konstantinos Agrafiotis, Cundall's senior structural engineer.

It creates a tough challenge for Disney's competitor, Universal, with its upcoming horror-themed location set to launch in Las Vegas next year. Nevertheless, that's not the main reason the Riyadh site could be an ideal opportunity for Disney.

Large theme parks can't be relocated easily, so it's crucial for operators to confirm they have chosen the best location before starting construction. They used to assess local demand through market research and the booking rates of Disney cruises that operate in the area. However, the addition of the castle changes the game since it can be introduced to new markets to measure local interest directly.

Disney has 14 parks located in six different resorts globally. However, their internal studies indicate that there is still a vast opportunity to connect with a larger audience. In particular, there is a market of over 700 million individuals who have a strong liking for Disney but have not yet been drawn to the parks. To put it into perspective, for every visitor at a Disney park, there are more than ten people who feel a connection to Disney but have never visited.

Last year, Josh D'Amaro, the head of Disney parks, ruled out the possibility of creating smaller parks in the US, like Universal has. Instead, he pointed out that operating a cruise ship in a new area provides insights into how visitors are responding to the Disney brand and what potential opportunities may arise in the future. Disney has the ability to achieve similar goals with its castle attractions in various locations around the globe, and it might not be long before the company establishes a stronger presence in one of those places.

In 2018, Disney's CEO Bob Iger informed analysts that it was likely Disney would open a seventh theme park resort in China or elsewhere, but he also noted that there were no immediate plans in place. He mentioned, “We’re going to explore options,” and his comments were certainly taken seriously.

Not long after, Iger shared that Saudi Arabia's Crown Prince Mohammed bin Salman passionately urged him to think about bringing Disneyland to Saudi Arabia. Iger mentioned that he was intrigued by the idea and kept an open mind about it. He concluded by saying that he agreed to visit the country and check it out himself, although he wasn't sure if they would expand there in the future.

While it hasn't resulted in the establishment of a permanent theme park in Saudi Arabia, the nation did welcome the first-ever presentation of Disney: The Castle. There's a valid explanation for this.

According to the BRICS Wealth Report by Henley & Partners, Saudi Arabia is expected to see a remarkable increase of 105% in the average wealth per individual over the next decade, rising from $54,000. Additionally, the report highlights that the number of millionaires in the country has grown by 32% since 2013, reaching an impressive total of 58,300. This growth makes Saudi Arabia an appealing market for Disney's theme parks.

Saudi Arabia is working hard to provide exciting attractions for its residents to enjoy within their own borders. The country is currently constructing the first-ever theme park inspired by the popular manga series Dragon Ball, along with a Six Flags theme park that will feature the tallest and fastest roller coaster in the world. Adjacent to these attractions, a massive water park is also in development, which will include the first underwater theme park ride globally. This innovative design is being created by SottoStudios, led by Eddie Sotto, a renowned theme park designer and former Disney executive. There is a chance that Disney might also return to this region in the future.

Gianmaria Serra, co-founder and group executive president of Balich Wonder Studio, stated that Disney: The Castle is establishing a "new standard for live music events globally." He also mentioned that creating this project was quite a challenging task.

In an interview with industry site Blooloop earlier this year, he mentioned how challenging it was to transform this significant intellectual property into various immersive experiences, concerts, and music. The pavilions were built as temporary structures, allowing them to be relocated to different places worldwide after their initial launch in Saudi Arabia. "We're now planning to return it to the country and take it on a global tour," Serra noted. That would truly be a wonderful conclusion.