The high-priced, super-immersive experience should have been a pop-up, not a permanent attraction.
Disney rarely suffers major, expensive flops in its theme parks segment. But the company just took a big loss with its announced closure of the Star Wars Galactic Starcruiser at the Walt Disney World Resort., just a year and a half after the property opened in early 2022.
That cost limited the potential audience for Star Wars Galactic Starcruiser, which already was limited by Disney’s choice to design the Starcruiser as an extended, immersive experience aimed at Star Wars’ most dedicated fans. As such, Star Wars Galactic Starcruiser’s commercial failure should endure in the memories of industry insiders as a lesson in the risks of overdesigning an attraction.
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