United Parks & Resorts is pursuing more licensed entertainment properties for SeaWorld, Busch Gardens and its other parks after this year's expanded Howl-O-Scream partnerships.
Attractions Magazine reported from the company's August 4 earnings call that CEO Marc Swanson said multiple discussions are active for new uses of intellectual property. United Parks expects to share more about its plans for 2027 and later.
No property names, participating parks or completed deals were announced.
Licensed horror leads the current push
This year's Howl-O-Scream lineup gives the strategy its clearest test. SeaWorld Orlando has an I Know What You Did Last Summer haunted house, while Busch Gardens Williamsburg is building an Anaconda house. Both attractions come through a partnership with Sony Pictures Entertainment.
Swanson described licensed properties as a significant opportunity for Howl-O-Scream. Advance ticket sales for the event are running ahead of last year across the company's parks.
Original houses are still in the mix
Howl-O-Scream has traditionally relied on original houses, scare zones and characters. The 2026 events still include those concepts alongside the two licensed movie houses.
United Parks has used outside characters in other seasons, including Baby Shark at SeaWorld and Rudolph the Red-Nosed Reindeer during holiday events. The new discussions could spread familiar stories further through the park calendar, though the company has not said what form the next partnerships would take.
Sources: Attractions Magazine's original earnings-call report, United Parks' official conference-call page and SeaWorld Orlando's official Howl-O-Scream lineup.
Image: SeaWorld Orlando.