Studio Tour in Florida Gives ‘Sneak Preview’

Universal Studios Florida opened its doors to the public today for three weeks of “sneak previews” of a Hollywood-style attraction expected to draw up to 6 million visitors in its first year.

Guests will pay slightly more than half-price and take in about half of the major rides and shows that will be functioning at the 444-acre Orlando complex.

The $600-million attraction will officially open June 7.

Universal is going up against stiff competition.

The Disney-MGM Studios theme park, which opened a year ago just a few miles down the highway, is based on a similar concept. It reported about 8 million visitors in its first year.

Universal, which relied heavily on filmmaker Steven Spielberg’s advice, will spend $110 million in marketing the Florida park before the year is out, officials said.

Not to be outdone, Disney has stepped up its own marketing campaign for its three Florida attractions: the Magic Kingdom, Epcot Center and the 135-acre Disney-MGM Studios. Entertainment analysts say the company is spending at least $50 million this year on advertising.

Disney officials underestimated the appeal of their studio park, and Disney Co. Chairman Michael Eisner earlier this year announced a 10-year expansion plan that would double its size.

In the head-to-head competition with Disney, Universal executives emphasize the new park’s larger size, the greater number of rides and shows and what they consider more sophisticated technology.

“Across the board, we’re going to deliver a more impressive entertainment experience,” MCA Vice President Jay Stein said in a recent interview.

Universal’s major lure is Hollywood’s great movies. “See the Stars. Ride the Movies,” is its theme.

Top shows are based on King Kong, E.T. the Extraterrestrial, Jaws the killer shark, the 1906 San Francisco earthquake and other spectaculars.

“We’ve made the movie experience something that fans can see, feel, touch and smell,” said Spielberg.

After its grand opening, the theme park segment of the complex will feature 15 major rides and shows and a “back lot” tour with 50 locations, including Hollywood Boulevard, a New England village, the San Francisco Wharf and New York street sets.

“Sneak Preview” tickets are $15.95 for adults and $12.95 for children. After June 7, when all rides and shows are operating, tickets will be almost twice that much.