Disney’s Galactic Starcruiser was a victim of cost cuts, but it changed the game for location-based entertainment.
Star Wars: Galactic Starcruiser is unlike anything that currently exists in narrative live entertainment because it offered so many things at once: a “cruise” in which you are a guest on the fictional Halcyon starcruiser, with a view of space as you move through a galaxy far far away; a hotel with four-star service from the food to the rooms; traditional theater enabling passive viewing so you can watch a story unfold; immersive theater transforming that passive audience into active...
And no one does this better than Disney Imagineers. There was precision, wonder, story and room to breathe. In addition to the Imagineers, there were other craftspeople, technicians, creative technologists, narrative designers, chefs, musicians and so on who came together to create an all-encompassing experience that welcomed everyone., people were swept up and just enjoying themselves. It all worked because excitement, fun, surprise and delight are infectious.
It’s easy to throw around the word “innovation,” but in practice it carries complications. How do tried and tested business operations adjust — what’s the marketing? What would a 30-second TikTok sound and look like? How does a billboard convey everything one can do? I think it is fair to say that, in pursuit of innovation, none of this is easy.
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