Warner Bros Discovery Global Themed Entertainment, in partnership with Rail Events Inc. and Plus Live Events, is bringing a new festive attraction to Manchester for the 2025 holiday season with Believe! The Polar Express Experience debuting at Victoria Warehouse from 14 November – 31 December 2025.
The event offers a new interpretation of the Polar Express story through a fully immersive walkthrough format, designed as a location-based experiential installation rather than a moving train. This marks a notable expansion of the Polar Express franchise into alternative formats, indicating a broader strategy to diversify holiday programming across key markets.
Traditionally delivered as a themed train ride, the format now transforms into a walkable, multi-zone experience allowing for deeper creative storytelling and site-specific adaptation. Visitors will follow key characters such as Hero Boy and Hero Girl through a series of immersive environments.
Victoria Warehouse, a large-scale, flexible venue in Manchester, provides a suitable canvas for a multi-sensory, walkthrough format.
The approach is designed to allow producers greater flexibility in site selection and scalability, moving the experience away from the logistical constraints of traditional rail-based venues.
This activation introduces the Polar Express IP to new audiences in a different format and positions Warner Bros and its partners to meet growing demand for themed seasonal content in urban centres.
The collaboration between Warner Bros Discovery Global Themed Entertainment, Rail Events Inc, and Plus Live Events demonstrates a multi-partner approach for delivering branded experiences at scale.
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