Harry Potter has long been one of Warner Bros.’ most bankable properties. The films grossed billions, Wizarding World of Harry Potter theme park lands continue to attract steady crowds, and merchandise sales show little sign of slowing. Yet new projects suggest the studio is less interested in preserving the brand than in testing how far it can stretch.
That strategy has drawn attention in Las Vegas, where the Sphere — a dome-shaped venue famous for its massive LED exterior — is exploring Harry Potter as its next large-scale spectacle.
Bloomberg reports that executives have spoken with Warner Bros. about adapting the series into an immersive, AI-driven performance inside the venue.
The Sphere’s current production, a reimagined version of The Wizard of Oz (1939), has already offered a test case. Using generative visuals and 4D effects such as wind and fog, the show places audiences directly inside Dorothy’s journey. Reception has been mixed, but financial results are difficult to ignore. With tickets averaging $200 and multiple showings each day, revenue has reportedly reached $2 million daily.
For Warner Bros., the arrangement would involve limited risk. Bloomberg noted that Warner Bros. was willing to let James Dolan, the executive chairman and chief executive officer of Sphere Entertainment Co., assume the cost of adapting The Wizard of Oz. In turn, Warner Bros. receives a licensing fee and a small share of sales.
A similar deal for Harry Potter would presumably require little investment from the studio.
Expanding Beyond Screens
While the Sphere talks highlight a potential new revenue stream, Warner Bros. is also reshaping the franchise for television and audio.
HBO is currently filming its first series of a serialized adaptation of the novels, intended to capture details the films left behind. A new cast will take over the lead roles – except Filius Flitwick, who will once again be portrayed by Warwick Davis – with production structured to minimize gaps (and the aging of child actors) between seasons.
The project has divided audiences. Supporters see an opportunity for a faithful retelling, while critics question the decision to expand Rowling’s profile given her public views on gender identity.
The studio has maintained that the series will adhere more closely to the books than the earlier films, which means the inclusion of storylines and characters that didn’t make it to the big screen. That includes Charlie Weasley, Ron’s second-oldest brother, who was mentioned but never made an appearance.
Meanwhile, Audible is developing a full-cast dramatization featuring high-profile actors. Hugh Laurie will voice Albus Dumbledore, Matthew Macfadyen will take on Voldemort, and Riz Ahmed will portray Snape. Frankie Treadaway, Max Lester, and Arabella Stanton are attached to play younger versions of the trio in the first three books.
Testing Audience Limits
These ventures reflect Warner Bros.’ broader approach: rely on established properties but push them into new formats. The studio’s goal is to capture audiences across streaming, live entertainment, and audio, extending a franchise that might otherwise be viewed as complete.
Resistance remains, particularly around the use of generative AI. Whether Harry Potter fans will accept such an experiment remains uncertain. What is clear is that Warner Bros. still sees more room for its Wizarding World to grow. Stay tuned for more magic.
Would you watch Harry Potter at the Sphere?
