Harry Potter and the Wizards of Marketing

The Harry Potter film franchise, which comes to an end July 15, leaves a legacy of spinoffs. Among the most notable is Universal Orlando’s Wizarding World of Harry Potter, which opened about a year ago and resulted in the 20-year-old theme park’s best business ever, with quarterly visitors soaring from 1 million to 3.7 million. Another follow-up: Harry Potter: The Exhibition, a show that opened at Chicago and Boston museums in 2009 and is at New York’s Discovery Times Square this summer.

Bailey is a Bloomberg Businessweek contributor.

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