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 When visitors step into the 14-acre section called Star Wars:
Galaxy's Edge starting on Friday, "we want them to feel great
anticipation," said Margaret Kerrison, a story editor at Walt
Disney Imagineering, even if they have only passing knowledge of
Solo, Chewbacca and other characters.
"We want to be appealing to everyone from the very, very
hardcore fans," she said, "to people who know nothing about
'Star Wars.'"
How much of the public embraces Galaxy's Edge is important to
Disney. The theme parks division is the company's largest by
revenue, and it has been growing profits as the media networks
unit has been hit by digital competition.
Analysts estimate Disney spent at least $1 billion on two nearly
identical versions of Galaxy's Edge. At Disneyland in Anaheim,
California, workers relocated a river and a railroad to make
room. The second location, at Walt Disney World in Orlando,
Florida, will debut Aug. 29.
"Star Wars" has attracted legions of fans with 10 live-action
movies and three animated TV series since 1977.
"I think there is universal appeal to 'Star Wars," Disney Chief
Executive Bob Iger said in an interview.
To impress fans, "we wanted to create something deeply
immersive," he added. "You actually walk through this land and
you feel like you are on the outer edge of the galaxy."
The question for theme-park designers was how to satisfy a broad
group of admirers who favor different characters and have
varying levels of attachment.
"'Star Wars' means very different things to different people,"
said Asa Kalama, executive creative director at Walt Disney
Imagineering. "For a certain generation, it is the original
(episodes) 4, 5, and 6, and nothing else is 'Star Wars.' Others
prefer the prequels or animated series.
CHOOSING A PLANET
As a reminder, the design team displayed pictures of fans
ranging from a Disney fan with no knowledge of "Star Wars, to a
casual follower in a "Star Wars" T-shirt, up to an enthusiast in
head-to-toe Stormtrooper gear.
For the setting, the designers considered planets such as Luke
Skywalker's home of Tatooine, but ultimately decided to build
Black Spire Outpost, the largest settlement on a planet called
Batuu that appeared in "Star Wars" books but never on screen.
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Kalama said the intention was "to make sure it wasn't too heavily
biased toward one frame of reference."
JEDI MIND TRICK
In internal discussions among Disney staff, a top desire was to ride
Solo's spaceship, the Millennium Falcon. A life-sized replica became
the centerpiece of Galaxy's Edge and will take visitors on simulated
flights.
Crews also built a cantina similar to the watering holes seen on
screen. Beverage experts developed drinks such as blue milk, seen in
the first "Star Wars" movie, and a vodka-infused Jedi Mind Trick.
Workers constructed another attraction, Rise of the Resistance,
which will open later this year and feature Rey and fellow fighters
from the current "Star Wars" trilogy.
For experts, the design team added details such as droid tracks in
cement, and writings in Aurebesh, a language from the movies.
Initial demand is strong. Reservations are required for the first
three weeks and were snapped up in two hours.
"The demand from the public to go to Disneyland, in particular, for
the next couples of months, this summer, and beyond, is huge," Iger
said.
Reaction to previews has been positive. Bernstein analyst Todd
Juenger called Galaxy's Edge "absolutely jaw-dropping, even against
the super-high expectations that come with any Disney project."
Whether Disney succeeds in wowing visitors will spread quickly on
social media, said Jim Hill, a theme park historian who runs a
popular Disney fan blog.
"There is a lot of pressure here," Hill said. "These days, bad news
spreads instantaneously. You only have one chance to make a first
impression."
(Reporting by Lisa Richwine; editing by Bill Tarrant and Lisa
Shumaker)
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