The company relies on a group of intergalactic miscreants for help. “Guardians of the Galaxy: Cosmic Rewind,” a modern indoor rollercoaster train featuring the popular superheroes who first appeared in the 2014 movie, opened at a Florida theme park Friday.
It’s not just an everyday attraction. This ship is the key to the future protection of the Disney parks business.
Disney is incorporating a synergy strategy with Marvel, one of the company’s most popular movie brands, to boost an essential part of its business as it modernizes one of its fantastic theme parks.
The strategy
“Live broadcasting gives Disney an everyday presence in the lives of its customers, but Parks gives Disney as much space with these consumers as any recorded media ever,” Robert Niles, editor of ThemeParkInsider.com told CNN Business. “Visiting the theme parks or cruises becomes a lifelong memory for millions of consumers – something that leads to a lifelong affinity for the Disney brand.”
But that segment generated $6.6 billion in revenue in the second quarter of this fiscal year — more than double its sales compared to last year.
Now it’s Epcot’s turn. Enter “Cosmic Rewind.”
ride
Epcot offers other exciting rides like “Test Track,” but it’s not considered one of the most exciting resorts at Disney World. That distinction belongs more to Hollywood Studios, its theme park containing games based on Star Wars and The Twilight Zone.
In fact, the original Epcot wasn’t supposed to be a theme park at all, but rather a planned futuristic neighborhood of Walt Disney known as the Experimental Experimental Community of Tomorrow. Hence the acronym.
Marvel is the biggest name in entertainment, and now Disney is using it to boost its resort business to attract families who might have found the previous iteration of the park a little boring.
Disney gave CNN Business a first look at the ride, and “Cosmic Rewind” isn’t boring at all. A roller coaster matches the fun of the series, whose films have grossed more than $1.6 billion at the global box office.
In fact, it’s not a journey but a lot like living in your own Marvel movie.
Guests are immersed in a story that takes place from the moment they stand in line. Once they board the ship, the coaster weaves in during a battle between a sentinel and a giant celestial space projection that is set to hit songs like Earth, Wind & Fire’s “September,” which matches the movie’s disco vibe.
That full immersion is exactly the point, according to Josh Damaro, president of Disney Parks, Experiences and Products. “We’re looking forward to the next level of storytelling where our guests will be able to access their favorite stories in entirely new ways,” Damaro told CNN Business.
“As Walt has always said, Epcot must always be in a state of evolution and never be the same,” he added. “Our goals are to keep this private garden vibrant, vibrant and still nostalgic, but ready for the future.”
“Travel junkie. Coffee lover. Incurable social media evangelist. Zombie maven.”
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