This week is all about the modern haunted house, from theme parks to independent attractions.
Universal announced it’s bringing Horror Unleashed—its new year-round horror concept—to Chicago, even though the first location in Las Vegas won’t open until August. The venue, to be housed in the former Tribune Distribution Center, promises multiple haunts, themed bars, and immersive food and retail. But despite the IP-powered pitch, this expansion looks more like a hedge against Comcast’s eroding broadband business than a response to proven guest demand.
Chicago is a brutal market for this type of concept. The haunt scene is already crowded with well-established competitors, and unlike AREA15’s Vegas location (which draws 3.2 million annual visitors), there’s no built-in foot traffic. Add Midwest winters and weekday attendance challenges, and the math starts to look dicey.
Comcast lost 199,000 broadband subscribers last quarter, and with YouTube accelerating the collapse of cable, experiential entertainment is now the company’s most promising growth engine. Horror Unleashed helps bolster investor sentiment ahead of the July 31 earnings call, even if the Chicago location hasn’t proven its model.
Universal is betting that IP alone can draw year-round crowds. However, unless the content truly resonates—and is updated frequently—it may struggle to compete with the region’s homegrown haunts, which already deliver deep immersion, themed food and drinks, and strong local loyalty. In short, Horror Unleashed Chicago isn’t just a new venue—it’s a high-stakes experiment in investor optics, brand leverage, and the limits of horror outside Halloween.
While this week’s episode does not mention this news, we do discuss the modern Halloween event in more detail.
SPOOKY NEWS ROUNDUP
13th Floor + Winchester Mystery House: A Historic Haunt Partnership
Premium Scream Night Returns: Universal Monetizes Its Dress Rehearsal
Universal Orlando is bringing back its Premium Scream Night for Halloween Horror Nights 2025. For $350, guests get early access to select haunted houses, unlimited full-sized food items, and smaller crowds—a soft opening disguised as an ultra-exclusive VIP experience.
Why it matters: Universal has turned its internal stress test into a high-yield revenue generator. The real genius here is operational—culinary teams can test menu throughput in real kitchens, scareactors can rehearse with real guests, and marketing gets an organic boost from fan content. Expect more attractions to explore monetized previews or influencer-accessible beta nights as a strategy to offset rising event costs.
HHN IP Lineup: Fallout and Five Nights at Freddy’s Lead the Charge
Universal confirmed Fallout and Five Nights at Freddy’s for this year’s Halloween Horror Nights on both coasts. FNAF will be featured “in a new way,” while Fallout is based on the Amazon Prime series adaptation, not just the video game.
Why it matters: These are fandom-forward choices with built-in, highly active audiences. They also reflect a shift from relying solely on legacy horror IPs (Chucky, The Exorcist) toward culturally current franchises with multi-platform momentum. This is key to broadening HHN’s appeal—and signals how Universal is targeting new demos beyond the traditional haunt crowd.
Hersheypark Halloween returns with new garage-themed haunted house
- Sept 12 – Nov 2, 2025 – Hersheypark Halloween runs for 8 weekends; admission includes five haunted houses and four scare zones; via Haunted Attraction Network.
- New for 2025: Kill ‘N Fill Garage—a slasher garage haunt joins the existing lineup; new Coven’s Curse scare zone expands outdoor frights.
- Dark Nights Upgrades: Guests can again experience select coasters in the dark and access themed food, cocktails, and RIP Tours.
What We’re Watching: Monetizing Soft Launches
Premium Scream Night is a prime example of how theme park operators can extract value from what were once internal costs. Instead of quietly testing haunts and food behind the scenes, Universal invites superfans to pay for the privilege—turning a sunk cost into a revenue stream. The broader lesson? In a tightening economy, every operational moment is a monetization opportunity.
Q&A: Ask Green Tagged
Have questions about the themed entertainment industry, operational strategies, or trends we’ve discussed on the podcast? Send them our way, and we’ll address them in upcoming newsletters.
Email your questions to [email protected] or reach out via our social channels. We’re looking forward to engaging with your most pressing industry questions!
On the Road
IAAPA Asia Expo | June 28-July 3 | Shanghai, China
Philip is attending the main show and EDUTours.
IAAPA Expo | November 17-21 | Orlando, FL
We’ll both be attending the industry’s flagship event.
Want to connect at any of these events? Reach out through our website or social channels—we’d love to meet you in person!
Want the unfiltered, gloves-off version of our industry takes?
Green Tagged: Unhinged is where we say what we really think about the latest theme park news. Available exclusively to our Patreon supporters, it’s where we tackle the stories too hot for the main show, debate the industry’s most controversial moves, and occasionally go on therapeutic rants about everything from tariffs to ticketing systems.
Recent Episodes:
- The Modern Halloween Event: Gaming IPs, Immersion, and $350 previews
- Disney’s Midjourney Lawsuit: Can Copyright Contain AI?
- Five TRENDS You Can’t Ignore: Mergers, Velvet Ropes, and the Rise of Festival-First Parks
- Family Culture or Central Control? Herschend’s Acquisition & Six Flags’ Silo Smash
- Six Flags Presses “Reset”
- Magic, Money, and the Middle East: Disney’s Record Quarter
- Pruning Parks, Powering Up Hotels: Six Flags Shutters as DC Invades Gaylord
- Can Universal Turn Spring Into “Second Halloween”? Inside Fan Fest Nights
- What United Airline’s Strategic Shift Signals for Theme Parks & Tourism
- Comcast’s Cash Machine: Can Epic Universe Replace Dying Cable?
