Shapiro to NAB: We're becoming a content company

Posted | Contributed by Jeff

Theme park operator Six Flags Inc. is aiming to become an entertainment company with its own characters to entice thrill-seekers to its parks much like The Walt Disney Co., its chief executive said Tuesday. CEO Mark Shapiro made the comments in a keynote speech at the gathering of the National Association of Broadcasters. He said Six Flags' previous strategy was based on its roller-coaster hardware, but now it would focus on building anticipation to its rides through stories and characters, while upgrading the attractions.

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