A luxury hotel resort chain in Florida is launching a new initiative to try and get more guests in the door, teaming up with Dreamworks Studios as it makes its entry into the movie business.

The four luxury Gaylord Palms resorts in the state will each be reinvented based on different popular movie themes.

The Dreamworks Experience, as the new project is called, is part of a drive by Gaylord Hotels to compete with established companies like Universal and Disney, which dominate tourism in Florida.

The project, which was announced in a joint statement by Dreamworks and Gaylord on Wednesday, will begin at the Gaylord Palms resort, together with three others this November.

 

Gaylord executives said that guests will be able to enjoy new Christmas and seasonal-themed events, movie character breakfasts, summertime poolside activities, parades, parties and shows. Popular characters to join in the fun will include Kung Fu Panda, Shrek, and a bunch of characters from the “Madagascar” movie.

The hotel chain explained that the new initiative was all part of their plans to increase revenues at their luxury resorts. As it stands, they are far behind their rivals in terms of visitor numbers.

Gaylord currently face stiff competition in the area, with Disney, Nickelodeon and Universal already having established character-themed holiday resorts in the state.

It is hoped that in addition to attracting more visitors to the resorts, the project will create hundreds of new jobs at the hotels too.