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The development of new-and-improved animatronic figures has long been a big part of Disney’s playbook. To make sure the experience is fresh and relevant. “We have an obligation to our fans, to our guests, to continue to evolve, to continue to create experiences that look new and different and pull them in. “We think a lot about relevancy,” Josh D’Amaro, chairman of Disney Parks, Experiences and Products, said in April during a virtual event to promote the opening of an interactive Spider-Man ride and immersive “land” dedicated to Marvel’s Avengers. How are the rudimentary animatronic birds in Disneyland’s Enchanted Tiki Room supposed to compete? They dazzled in 1963. Cars are driving themselves, and SpaceX rockets are autonomously landing on drone ships.
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In the meantime, the world’s children have become technophiles, raised on apps (three million in the Google store), the Roblox online gaming universe and augmented reality Snapchat filters. There are animatronics at Disney World that have been doing the same herky-jerky thing on loop since Richard Nixon was president. Disney knows it has to devise a new generation of spectacular attractions rooted in technology if it wants to continue to vacuum up family vacation dollars. The quickening pace of daily living, advances in personal technology and the rapidly changing media landscape are reshaping what visitors want from a theme park. Still, Disney has a long-term predicament.