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MUSEUM OF ILLUSIONS
The Museum of Illusions franchise offers facilities providing interactive, immersive, and fun experiences driven by illusions and optical tricks that educate visitors about vision, perception, the human brain, and science. Franchisees operate under a proprietary system including distinctive signage, design, standards, procedures, training, and advertising to ensure uniformity. The business targets the general public, including families, children, and adults, in an emerging market competing with other entertainment venues.
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Franchise Costs
15% of ticket sales and event rentals + 5% of merchandise sales royalty + 5% minimum local advertising
Financial Performance
Item 19 Financial Performance
Data Based On: 8 franchised locations for the year 2023
* Extracted data from '2023 Gross Revenue and Expenses of Franchised Locations' table on Page 2 for 8 franchised locations. Calculated average_gross_revenue and average_ebitda as simple averages of the reported values for 2023. EBITDA margin percentage was calculated as the sum of all franchised EBITDA divided by the sum of all franchised Total Sales for 2023. Median gross revenue was calculated from the reported values.
Extracted Item 19 Section
Avg. Revenue: $3,044,819
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Unlock financial performance dataMUSEUM OF ILLUSIONS Franchise Analysis
Optical illusions captivate crowds, but franchising the Museum of Illusions since 2018 has built a modest network amid booming entertainment demand. Item 19 unveils revenue stats from its 11 U.S. franchise locations that hint at blockbuster potential in high-traffic spots. Yet with sky-high buildouts and razor-thin margins teased in the disclosures, can this brain-teasing concept deliver real returns—or is it just smoke and mirrors?
Item 7 lays out a steep entry: $100,000 franchise fee plus $1,935,500-$6,552,500 total investment, covering 10,000-30,000 sq ft venues with custom exhibits, signage, and tech. Ongoing fees hit hard at 15% of ticket sales and event rentals, plus 5% on merchandise, with a 5% minimum local ad spend—equating to 20%+ of revenue potentially. Item 19 shines brightly here: average gross revenue clocks $3,044,818, median $3,334,394 across comparable outlets, but the 0% EBITDA margin screams caution, implying all sales evaporate into costs like staffing, maintenance, and royalties before profit.
System health shows steady but snail-paced expansion: 10 franchise units in 2023 to 11 in 2024 (+10%), alongside 9 corporate spots, totaling 20 worldwide under parent Metamorfoza d.o.o. from Zagreb. No contraction, but tiny footprint after seven years signals validation challenges in a competitive leisure market versus arcades or escape rooms. For deep-pocketed investors chasing experiential tourism plays, the revenue punch tempts, yet zero margins and hefty upfronts flag execution risks—scale remains the unsolved illusion.
Analysis based on the 2025 Franchise Disclosure Document. All figures should be independently verified before making investment decisions.
How MUSEUM OF ILLUSIONS Compares
Key Insights
- Higher investment than 91% of Entertainment & Recreation franchises
| Franchise | Investment | Fee | Royalty | Locations |
|---|---|---|---|---|
MUSEUM OF ILLUSIONS Current | $1.9M – $6.6M | $100K | 15.0% | 11 |
| CARD MY YARD | $10K – $19K | $9K | 25.0% | 490 |
| AMERICAN POOLPLAYER'S ASSOCIATION INC | $22K – $31K | $10K | 20.0% | 334 |
| PAINTING WITH A TWIST | $119K – $256K | $25K | 6.0% | 219 |
| URBAN AIR ADVENTURE PARK | $2.9M – $7.9M | $100K | 7.0% | 202 |
| D-Bat | $536K – $1.0M | $45K | 40.0% | 170 |
Entertainment & Recreation Average 22 franchises | $712K – $1.8M | $46K | 10.1% | – |
* Comparison based on latest FDD filings. Investment ranges from Item 7, fees from Item 5. Showing top 5 of 22 Entertainment & Recreation franchises by location count.
Locations & Growth
Outlet Growth Over Time
Total outlets at end of each year
Geographic Distribution (2024)
Outlets by state across the United States
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Unlock location growth dataFranchisee Contacts
18 franchisee contacts on file from official FDD filings.
18 Contacts Available
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Unlock contactsDue Diligence
Litigation (Item 3)
Bankruptcy (Item 4)
System Health (Item 20)
Franchise system changes reported in the most recent fiscal year
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Unlock due diligence reportsFrequently Asked Questions
The total initial investment to open a MUSEUM OF ILLUSIONS franchise ranges from $1,935,500 to $6,552,500. This includes a franchise fee of $100,000. Ongoing royalty fees are 15.0% of gross sales.