150 M C K I N S EY Q UA RT E R LY A N D R I Y O N U F R I Y E N K O / G E T T Y I M A G E S When IP Goes IRL: Standing Out With Location- Based Entertainment The rise of smaller-scaled experiential attractions could help address consumers’ growing desire for experiences—while enabling new strategies for brands and media properties. BY A L E X G E R S OV I T Z , B O F I N N E M A N , K A B I R A H U JA , A N D M AT T H E W S T R AU S