Warner Bros. transformed its historic Stage 5 soundstage into the Superman Experience: Defenders Unite, a $39 ticket attraction that lets visitors train as superheroes in a Fortress of Solitude set. The immersive walk‑through blends video walls, motion‑capture and physical props, offering games like the high‑energy chicken‑training challenge. Ticket sales are strong among teens and families, signaling a shift toward experiential revenue for the brand.

Stage 5’s pedigree spans Hollywood’s golden age, hosting Bette Davis in “Now, Voyager,” John Wayne in “Rio Bravo,” and sitcoms such as “Friends” and iconic dramas, drawing nostalgia tourists. Production on Los Angeles lots has collapsed, with Luminate reporting a 34 percent drop in U.S. scripted shows since 2022, while tax‑friendly states and overseas locales absorb most film work.

Warner’s president of global experiences, Simon Robinson, says the attraction fills a vacant soundstage and diversifies revenue beyond the $79 studio tour. Adding Defenders Unite for $20 upsells visitors, while themed drinks like an $18 “Liquid Kryptonite” cocktail illustrate ancillary spend and merchandise sales, boosting overall profitability. The move underscores studios’ pivot to theme‑park‑style offerings as traditional production revenues wane.