Bobo B. wrote to me on Sunday to ask:
Jim:
I know that – in the wake of this weekend’s Columbia tragedy – that it may seem incredibly crass or insensitive to bring up something as trivial as a theme park ride at a time like this. But still I have to wonder: What impact (if any) do you think that the shuttle disaster will have on the upcoming opening of Epcot’s “Mission: Space” attraction?
Bobo,
You know, you’re right. It probably is crass and insensitive — not to mention ‘way too early — to even begin to speculate what the Walt Disney Company may be doing with “Mission: Space.” But — given how this corporation has behaved in the past — I would imagine the Mouse is carefully considering its options. Trying to decide — given the current situation — what the smart thing is to do right now.
I mean, clearly it would be embarrassing for Disney if the company’s marketing staff were caught right now trying to peddle ads in national publications for “Mission: Space.” A ride that promises to give WDW guests some of the very same sensations that NASA astronauts experience as they ride the space shuttle.
The only problem is … that IS what Disney’s marketing department is doing right now. Trying to make sure (months in advance, mind you) that all the proper promotional pieces are in place. So that — once October 1st rolls around — the launch of Epcot’s new $100 million plus thrill ride will come off without a hitch.
But on the heels of Saturday’s shuttle tragedy, I would imagine that Disney immediately put the kibosh on any and all promotional efforts for “Mission: Space.” I would also imagine that — as of this morning — while test-and-adjust work may continue apace on this Future World thrill ride, that the Mouse will no longer talk about what the proposed opening date for this Epcot attraction might be. In fact, I’m betting that “Mission: Space” will remain shuttered at least until NASA announces its findings as to what actually caused the Columbia disaster. Which could be six months to a year from now.
You see, as much as the Walt Disney Company needs “Mission: Space” to be open as soon as possible (to create a compelling reason for tourists to return to WDW, particularly to under-attended Epcot), the corporation also has a desperate need to be seen doing the right thing. To give the company’s critics (as well as the more sensitive members of the public) the impression that the Disney Company actually cares.
This is why — back in January 1986 — WDW officials agonized about what they should do in the wake of the Challenger tragedy. Should they remove all of the painful reminders of what just happened over at Cape Canaveral by clipping all the shuttle launch footage out of Epcot’s “Energy,” “Horizons,” and “American Adventure” attractions? Or should they keep those films intact as a tribute to the brave souls that were lost?
Disney dealt with this same sort of awful question in June of 1989 after the Chinese Army brutally put down the student pro-democracy movement in Tiananmen Square. Given that this historic area in Beijing is prominently featured in the “Wonders of China” Circlevision 360 film in World Showcase’s China pavilion, WDW officials wondered: Would letting guests see this particular piece so soon after the crackdown inspire or upset them?
In both of these cases, Disney decided that the smartest thing to do was to do nothing. So WDW officials left in the shuttle footage as well as the scenes of Tiananmen Square. Of course, this doesn’t mean that the Mouse isn’t above censoring something at the parks or removing something from the resorts if they feel that it might be offensive to the guests.
Case in point: That footage that used to be featured on the walking portion of Disney-MGM Studio Theme Park’s backstage tour which showed Pee Wee Herman, Mel Gibson, and Darryl Hannah explaining how sound effects enhanced the movie making process. This particular clip disappeared for several months following Paul Reuben’s July 1991 arrest for lewd behavior in a Sarasota, FL. adult movie theater.
And then there’s that picture of O.J. Simpson cavorting with the characters that used to be prominently displayed in the lobby area of WDW’s All Star Sports Resort. Sometime in 1995 — while O.J.’s trial for the murder of Nicole Brown Simpson and Ronald Goldman was underway — that photo was pulled off of the hotel wall. It has yet to reappear.
Or — my personal favorite — the phantom air force that now attacks guests who take part in the water-tank portion of Disney-MGM’s backstage tour. Though this new version of Disney’s special effect show is clearly themed around the studio’s 2001 release, “Pearl Harbor,” the cast members who MC this portion of the show are careful never to ever mention the word “Japan.” Out of fear of upsetting the feelings of the theme park’s international guests, I suppose.
Which brings us back to the dilemma that WDW officials are currently facing with Epcot’s “Mission: Space” attraction. Here is this brand-new, cutting edge, one-of-a-kind thrill ride which (once word gets out about the attraction’s simulated G forces as well as its moment of pseudo weightlessness) is almost certain to compel tourists to return to WDW.
But until NASA completes its investigation as to why the Columbia tragedy occurred, Disney doesn’t dare open this Epcot attraction. Out of fear of being labeled insensitive.
And — given that it was 2½ years after the Challenger disaster before NASA felt confident enough to launch another shuttle — well … just be aware that we all might be in for a bit of a wait before we’re allowed to queue up for Epcot’s new “Mission: Space” attraction.
Which is an inconvenience. Not a tragedy.
A tragedy is what those poor people — the brave crew of the Columbia — just went through. Which is why the hearts of the staff and readers of JimHillMedia.com now goes out to the friends and family of the astronauts — as well as the entire NASA organization — in their time of sorrow.