The theme parks are one of the most important gears in Disney’s synergy machine. All the while, it’s running special cruises on its cruise line featuring characters from the Marvel movies, creating whole new theme lands dedicated to Marvel - and, of course, making new comics and toys that reference the movies. Then Disney decides to start a Netflix competitor, and it uses new Marvel shows as well as those old Marvel movies (which it ensures people won’t be able to see elsewhere) as a draw. Later it makes a new movie, and uses “ Monday Night Football,” the biggest show on ESPN, which Disney also owns, to unveil a trailer.
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Then, having proved that Marvel characters can thrive on the screen, Disney makes Marvel TV shows and sells them to rivals like Netflix.
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The stars of that movie go on “Jimmy Kimmel Live,” the main late night show on ABC, which Disney also owns, to talk about it. Then Disney makes a movie out of those comics. First Marvel makes a comic book series, which creates characters and stories and develops a fanbase for them. Take Marvel, which Disney has owned since 2009. But Disney has practically made it into an art form. Other companies have of course adopted similar strategies and used their various subsidiaries in this way. Michelle Groskopf for CNNįor Disney, Galaxy’s Edge represents an investment in the future, but it’s also a reflection of something that has been one of the company’s core strengths since it was envisioned by Walt Disney himself.įor most of its history, Disney’s success as a media powerhouse has relied on what company executives and MBA professors have long referred to as “synergies” - complementary businesses that don’t just thrive on their own, but also all work in service of one another. Guests at Galaxy's Edge will be able to pilot the Millennium Falcon on a ride called Smuggler's Run.
There will be a ride that allows guests to fly the Millennium Falcon, shops that allow them to build their own lightsabers, and restaurants that will serve galactic fare like fried Endorian tip-yip - or, as we like to call it, chicken. Its Imagineers are using innovative technology and spare-no-expense design to wrap guests into an experience. It’s betting that Galaxy’s Edge will help do that.ĭisney calls the land the company’s largest expansion at its parks ever.
Disney is now trying to prove that the franchise is much more than just the family drama of Luke, Leia and descendents like Kylo Ren. This December, the Skywalker era of Star Wars will be over. He’s doing this not just because Disney’s parks run on the belief in Disney magic, but because all of it must feel real in order to sell this new land to millions of Star Wars fans (a finicky bunch) and Disney park-goers (even finickier). Trowbridge is speaking as if everything around him is, in fact, real. “We want the place to feel deep, so that your relationship with it can also have that kind of depth,” Trowbridge says, motioning around what Disney calls the Black Spire Outpost - a bustling trading port on the planet Batuu.
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