Universal Studios Florida (also known as Universal Studios or USF) is a theme park located in Orlando, Florida. Primarily themed to movies, television, and other aspects of the entertainment industry, the park opened to the public on June 7, 1990. It is owned and operated by NBCUniversal and features numerous rides, attractions, and live shows. Universal Studios Florida was the first component of the larger Universal Orlando Resort to open, and it ranked eleventh in the world and sixth in North America for attendance among amusement parks in 2019, hosting approximately 10.9 million visitors. In addition to the theme park aspect, early design focused on providing guests with a behind-the-scenes look at film and television, with a significant portion of the park operating as an active production studio. As producers and filmmakers showed a lack of interest in filming on site in Orlando, Universal's approach evolved, transitioning to a first-person perspective for its heavily themed rides, areas, and attractions. The resort eventually expanded with the introduction of two additional theme parks, Universal's Islands of Adventure in 1999 and Volcano Bay in 2017, as well as the restaurant and retail epicenter Universal CityWalk that also opened in 1999.