Universal Studios Hollywood is set to open its new Freddy Krueger attraction in September, but rumors suggest that Universal could be seeking to exploit an even larger film franchise.

The new attraction, named "A Nightmare on Elm Street: Never Sleep Again," is a horror maze experience themed around the town of Springwood, where the 2010 movie A Nightmare on Elm Street is set, due to open September 24.

Guests must navigate the corridors of the Badham Day Care center, stomaching scenes of carnage along the way and eventually face a showdown with Freddy Krueger in his boiler room lair.

Although the addition of iconic Freddy is likely to provide a boost to the Hollywood park's Halloween Horror Nights season, recent visitor surveys posted to Universal Orlando's website suggest that Universal Hollywood's sister park could be aiming for a Lord of the Rings-themed attraction, say some sources.

Travel pop culture blog Jaunted says that "it seems that Universal is a little more interested in what visitors think of the fantasy series now more than ever," particularly significant given the runaway success of the recently opened "Wizarding World of Harry Potter" attraction.

"Following the [success] of the theme park and attaching to a lucrative franchise with Harry Potter, Universal may be planning to repeat their trick, this time with the JRR Tolkien's equally revered Lord of the Rings series," reported another outlet, the USA Daily News.

Using movie franchises such as Shrek, Jurassic Park and Harry Potter has been key to the success of Universal's theme parks, which have faced an uphill struggle against established rival Disney in US theme park capitals California and Florida.

According to the Themed Entertainment Association, Disney's parks account for eight of the top ten theme parks around the world, while Universal Studios at Universal Orlando was the 13th most visited park.