Star Wars: Galaxy’s Edge has taken over Orlando International Airport. New wraps have been added around the automated people mover at the airport, using some fun designs that integrate fairly seamlessly into the existing architecture.
This addition comes as Walt Disney World prepares to open its Rise of the Resistance attraction at Disney’s Hollywood Studios on December 5.
Some cool sights from Black Spire Outpost to enjoy before you move along…. pic.twitter.com/YspuvHVPly— Orlando International Airport (@MCO) November 18, 2019
While we think the wraps themselves are pretty cool, we can’t help but consider the larger story here following the mixed opening of Star Wars: Galaxy’s Edge. Disney – and many in the Disney community – likely believed that the land wouldn’t need much of a marketing push. Most thought a Star Wars land would sell itself and the crowds would be enormous for the foreseeable future. We’re guilty of thinking the land would be beyond packed and would stretch Disney’s Hollywood Studios to its limit.
As we now know, the opening of Star Wars: Galaxy’s Edge didn’t quite go according to plan. Crowds have been significantly smaller than what was expected. The opening of the Rise of the Resistance attraction, the true headliner of the land, presents an opportunity to regenerate some of the buzz that failed to develop during the initial opening. We may even see some special drones during Rise of the Resistance’s opening festivities.
Disney has started up its marketing engine for the next stage of Star Wars: Galaxy’s Edge. We’ll have to wait to judge its overall effectiveness.