There
seems to be a broad consensus among theme park fans that Disney's
worst results come about when it tries to poach Universal's fanbase
by creating parks (and sometimes sections of parks) where the “theme”
is: movies. The main reason for this consistent failure is, I think,
that Disney is too wedded to the concept of “magic.” The thing
that makes Universal Studios Hollywood unique is not which IPs it can
lay claim to, but that it is entwined with a working film studio, and
its centerpiece attraction (as well as various others over the years)
is all about showing its guests, in some detail, how
filmmaking works, how the illusions are created. Other Universal
parks don't have this going for them, but some of the mojo rubs off
on the brand.
But
Disney won't do that, because for some reason the company hates
admitting that what it does is artifice. Maybe the decision-makers
actually don't think much of guests' imaginations,* so they assume
they have to trick us into believing it's all really truly
reeeeaaaaaaaaal or we can't be counted on to purchase Princess
costumes and toy lightsabers. Whatever the reason, the “Studios”
parks end up being dumping grounds for rides based on movies that
don't fit the themes of a Kingdom-style park or Epcot or DisneySea,
but they're still movies,
so they totally work in a park where the theme is movies, right?
Right?
Does it even need to be said at this point that I disagree?
If Disney really wants to duke it out with Universal, it has to be
willing to go all-in—to say not only “Aren't our movies awesome?”
but also “And here's how we make them so.”
And then it has to do its rival one better by focusing on not just
the most popular movies under its already vast and still-expanding
umbrella, but those movies that best demonstrate “movie magic”—the
ones that advance the artform in some significant way, the ones that
enjoy not just box-office success but critical acclaim. By the same
token, the company needs to be willing to highlight the differences
in how the various studios it has absorbed tell their stories,
instead of just blithely subsuming them under the homogenized banner
of Disney-ness and pretending that Elsa, Spider-Man, Chewbacca, and
Dory are all natural companions to each other.
This Armchair Imagineering post offers a rough idea of how they might
do that in a hypothetical “studios” park.
In addition to this bold premise, I continue to champion the idea
that there is a broad middle ground between the biggest bestest most
elaborate thrill rides on one hand, and the humble character
meet-and-greets on the other, and Disney needs to get back to
offering more of that middle ground.
Intrigued yet?