Lionsgate, Parques Reunidos Team on Madrid, NYC Ventures

In 2020, residents of Madrid, Spain and tourists to that city will be able to visit the Lionsgate Entertainment City at the Estación de Príncipe Pío to experience the worlds of “The Hunger Games” and the “Divergent” series and dine in a restaurant/lounge redolent of “Mad Men.” This center be the first Lionsgate-branded indoor attraction in Europe, and will follow on the heels of the 2019 launch of its NYC-based Times Square Entertainment City, also in partnership with international entertainment operator Parques Reunidos.

Deadline Hollywood reports that the two slated openings “adds to the studio’s growing network of branded theme parks, entertainment centers and other attractions in the U.S., Europe, the Middle East and Asia,” with centers already opened or in development in South Korea, China and Dubai.


In the 4,200 square meter Madrid center, attractions include “a challenge course and climbing wall, state-of-the-art motion simulator, 4D theater and location-based VR experiences.” The popular Príncipe Pío leisure complex includes a theater and a concert hall. The New York City center will feature “the first-ever Lionsgate Studio Store” as well as “party rooms for private events and special programing that can be customized for Lionsgate properties.”

Elsewhere, Deadline Hollywood announced the strategic partnership between Lionsgate and Parques Reunidos in September, noting that the Times Square attraction “will be the first of several branded indoor entertainment centers that the two companies are planning in the U.S. and Europe.”

“We look forward to extending our alliance to other major U.S. and European cities as we continue to grow our location-based entertainment business around the world,” said Lionsgate senior vice president of global live and location-based entertainment Jenefer Brown. Parques Reunidos chief executive Fernando Eiroa reported that the Lionsgate Entertainment City “will be our sixth IEC, following the five we announced in 2016 which are underway in Europe,” and noted plans to “develop 20 other centers in the coming years.”