DreamWorks plans interactive attractions tied to Shrek franchise

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There are no new “Shrek” movies. “Shrek: The Musical” closed on Broadway. “Shrek 4-D” at Universal Studios Florida now plays second fiddle to a newer animation-based attraction: “Despicable Me Minion Mayhem.”

Fade the ogre? Not if DreamWorks Animation can help it.

The studio and Merlin Entertainments plan to announce a chain of “interactive entertainment experiences,” the first of which will open in summer 2015 in London and be called “Shrek’s Far, Far Away Adventure.” The introduction of the chain will include five similar attractions to be built in other cities over nine years, said Jeffrey Katzenberg, DreamWorks Animation’s chief executive.

“We see this as a fantastic way to take our world-class characters and repurpose them into new lines of business,” Katzenberg said in a phone interview.

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