Description
Six Flags is an American amusement park corporation, headquartered in Arlington, Texas. It has properties in Canada, Mexico, and the United States. Six Flags owns more theme parks and waterparks combined than any other amusement park company in the world, and has the seventh-highest attendance in the world. The company operates 27 properties throughout North America, including theme parks, amusement parks, water parks and a family entertainment center. In 2019, Six Flags properties hosted 32.8 million guests.
Six Flags was founded in the 1960s and derived its name from its first property, Six Flags Over Texas. The company maintains a corporate office in Midtown Manhattan, while its headquarters are in Arlington, Texas. On June 13, 2009, the corporation filed for Chapter 11 bankruptcy protection due to crippling debt, which it successfully exited after corporate restructuring on May 3, 2010.
Marketing efforts
TV commercials
In 2004, although DC Comics and Looney Tunes as well as Scooby-Doo still had a major presence at the parks, Six Flags began a new series of commercials for the parks. The commercials introduced a new mascot: "Mr. Six", a seemingly feeble old man in a tuxedo and red bow tie. In many of the commercials, Mr. Six would slowly exit a multi-colored bus, only to start frenetically dancing to the Vengaboys' "We Like to Party". The commercials were an immediate hit and Mr. Six almost instantly became the de facto mascot and his presence was felt for years after the character was retired. These ads have become widely parodied on the Internet, with faces from other Internet memes being superimposed over Mr. Six's face.
From 2008 to 2010, Six Flags' TV ads consisted of a "Fun-O-Meter" in which the beginning of the ad showed something boring or embarrassing and a man's face judges it "One Flag!" or sometimes " Oh! Two Flags!" Then roller coasters and attractions of Six Flags are shown and says "Six Flags! More Flags, More Fun!" for Six Flags parks. However, the thick accent of the Asian man in the original commercials had drawn criticism for being an offensive caricature. In 2009, the Mr. Six character came back from retirement and replaced the Asian man in Six Flags' ads, still using the Fun-O-Meter. In 2011, Six Flags' TV ads got a brand-new slogan "Go Big! Go Six Flags!" for its theme parks.
As part of Six Flags’ effort to reopen theme parks in 2021 following the COVID-19 pandemic, the park brought in a new slogan for both its social media and TV ads, “The Thrill is Calling.”
Licensing with other brands and companies
Six Flags has licensed its name and its theme park creations to other companies, who have used these assets to create licensed products. One notable example is the theme park simulation game Roller Coaster Tycoon 2, which featured recreations of Six Flags parks and rides that could be expanded and operated at the player's discretion.
Six Flags has approximately 18 known partners. These partners include Dole, Armitron, Mike and Ike, Barcel, Good Humor, Nathan's Famous, Coca-Cola, Icee, Ortega, Cold Stone Creamery, J&J Snack Foods, Red Gold, Coppertone, Johnny Rockets, Samsung, Dasani, Mars and Tyson Foods.[citation needed] These businesses help the park generate more income. Most importantly it provides more jobs for prospective employees. For example, Barcel USA expanded its partnership in 2013. This helps to import food and beverages to increase sponsorships within the United States.
In 2008, Six Flags partnered with Brash Entertainment to create a video game based on the Six Flags parks named Six Flags Fun Park. The game was first released on the Nintendo DS on October 28, 2008. The Wii version was delayed while the PC and PlayStation 2 versions were canceled after Brash Entertainment went out of business. On February 24, 2009, the rights to the Wii version were taken over by Ubisoft, who released it on March 3, 2009. The game allows players to explore the themed areas and mini-games representative of a visit to a Six Flags park. In the game, players are tasked with quests that encourage them to explore the park's universe. After creating a unique custom character, Six Flags Fun Park patrons can win prizes and compete with other players in 40 mini-games. Although the video game is called Six Flags Fun Park, it lacks any major reference of Six Flags outside of the names of the different areas. This caused some to speculate that the video game was created separately, then the rights to the name of the game were sold as a way to pay for the game's development.[citation needed] When the game was released, it eventually ended up getting abysmal ratings across the board. IGN gave the Wii version a 4.5 out of 10, saying "The quests are uninteresting and the game's '40 Thrilling Games' (as touted by the box) are far from entertaining."
In late 2010, Six Flags began the process of removing non-Warner Bros. licensed theming from attractions. They terminated licenses with Thomas the Tank Engine, The Wiggles, Tony Hawk, Evel Knievel, and Terminator. However, since then there has been an expansion of licensing agreements with Warner Bros., with whom the company has had a long-standing relationship. The expansion lies specifically with Warner Bros.' DC Comics brand, where the two teamed up to create the innovative Justice League: Battle for Metropolis as well as many other roller coasters and other rides.
On May 18, 2017, Six Flags and Riverside Group signed an agreement with Paws, Inc. to use Garfield in children's areas in Six Flags-branded theme parks in China.
Other assets
On June 19, 2007, Six Flags announced it had purchased 40% of Dick Clark Productions, which owns rights to American Bandstand and other shows and productions.
In 2012, Jim Reid-Anderson stated that the company would sell its stake in Dick Clark Productions.
