Hammer horror deal is ‘frighteningly good’ for Paragon

PARAGON Entertainment has signed a deal that will see it develop a series of ‘Hammer House of Horror’ visitor attractions.

The York-based business has agreed a 10 year contract with the owners of the celebrated Hammer horror film brand giving Paragon access to the company’s film catalogue and intellectual property.

Hammer is best known for its 1950s films such as The Curse of Frankenstein and Dracula but the name returned this year in The Woman in Black, featuring Harry Potter star Daniel Radcliffe.

Mark Pyrah, chief executive Paragon Entertainment, said:  “Since the Paragon Entertainment Group was created a year ago, the design, build and operation of proprietary and licensed branded attractions has been one of the company’s core strategic priorities.  We are delighted to have secured ‘Hammer’ and to be working with such a strong brand. 

“Collaborating with Hammer to manifest this unique and innovative IP in visitor attractions takes Paragon to a new level.  This combination of heritage and contemporary IP is unique and we believe that the public demand for Hammer is considerable.  We look forward to updating the market with further developments in due course.”

Paragon has previously been known for designing and building interiors and displays for other operators but is now moving into developing its own attractions.

It is already identifying locations for its Hammer attractions including one in central London.

Simon Oakes, chief executive and president of Hammer Films and vice-chairman of Exclusive Media, said:  “We are excited to be working with Paragon.  They are one of the leading companies in the UK who have a deep understanding of what UK customers want in terms of exciting visitor attractions. 

“This deal with Paragon gives Hammer another exciting way to give our audiences and fans a chance to get involved with the characters and worlds created in our films and take fans to the next level in terms of visitor attraction and experience.”

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