The company relies on a group of intergalactic scoundrels to help it. “Guardians of the Galaxy: Cosmic Rewind,” a state-of-the-art indoor roller coaster featuring the popular superheroes who debuted in the 2014 film, opened Friday at the Florida theme park.
It’s not just any everyday attraction. This coaster is key to the sustainability of Disney Parks operations.
Disney is integrating a synergy strategy with Marvel, one of the company’s most popular movie brands, to bolster a fundamental part of its business as it updates one of its most geeky theme parks.
“Streaming gives Disney a daily presence in the lives of its consumers, but Parks gives Disney headspace with those consumers like no recorded media ever can,” said Robert Niles, editor of ThemeParkInsider.com. , to CNN Business. “A visit to a park or a cruise becomes an unforgettable memory for millions of consumers, creating a lifelong affinity for the Disney brand.”
But the segment raked in $6.6 billion in revenue in the second quarter of this year’s fiscal year, more than double its sales from a year ago.
Now it’s Epcot’s turn. Enter “Cosmic Rewind”.
Epcot has other thrill rides like “Test Track,” but it’s never been considered Disney World’s most thrilling resort. That accolade belongs more to Hollywood Studios, its theme park with rides based on Star Wars and The Twilight Zone.
In fact, the original Epcot wasn’t meant to be a theme park at all, but rather Walt Disney’s planned futuristic neighborhood known as the “Experimental Prototype 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 appeal to families who may have found the park’s previous iteration a bit boring.
Disney gave CNN Business a first look at the ride, and “Cosmic Rewind” is anything but boring. The rotating roller coaster matches the fun of the series, whose two films have grossed over $1.6 billion at the worldwide box office.
In fact, it’s less of a ride and more like living in your own Marvel movie.
Guests are immersed in a story that unfolds from the moment they walk in line. Once they’re on board, the roller coaster weaves into a battle between the Guardians and a giant projection of celestial space about to hit songs like “September” by Earth, Wind & Fire, which matches the disco atmosphere of the film.
This total immersion is exactly the goal, according to Josh D’Amaro, president of Disney Parks, Experiences and Products. “We envision next-level storytelling where our guests can step into their favorite stories in whole new ways,” D’Amaro told CNN Business.
“As Walt always said, Epcot should always be in a state of becoming and it never stayed the same,” he added. “Our goals are to keep this special park vibrant, alive and always nostalgic, but ready for the future.”