How Disney is Transforming Theme Parks with Technology and Storytelling
Disney is entering a bold new era, blending advanced technology with its signature storytelling to revolutionize the theme park experience. At South by Southwest (SXSW), Disney executives unveiled groundbreaking updates on upcoming attractions, augmented reality and virtual reality experiences, and a deepening partnership with Epic Games, the creators of Fortnite.
Two years after announcing a $60 billion, 10-year investment in theme park and cruise line expansion, Disney is ready to redefine entertainment across its global parks.
Josh D’Amaro, Chairman of Disney Experiences, and Alan Bergman, Co-Chairman of Disney Entertainment, took center stage to discuss these ambitious plans. They were joined by key figures like The Mandalorian creator Jon Favreau, Pixar Chief Creative Officer Pete Docter, and Marvel Studios President Kevin Feige.
Adding Hollywood star power was Robert Downey Jr., who teased new Avengers attractions and shared how he collaborated with Disney Imagineers to bring Iron Man’s world to life inside the parks.
With new expansions, immersive digital experiences, and seamless film-to-theme park integration, Disney’s future is more interactive and dynamic than ever.
The Next Generation of Theme Park Attractions
Star Wars Expands with New Millennium Falcon Mission
Disney announced a major enhancement to Millennium Falcon: Smuggler’s Run at Walt Disney World, introducing a fresh storyline based on the upcoming The Mandalorian and Grogu movie set to release on May 22, 2026. The updated ride will allow guests to experience a fully interactive Star Wars adventure with new missions and characters.
In addition, Disney will roll out interactive Star Wars droids across its parks in Tokyo, Paris, and Orlando. These life-like, roaming animatronics will engage with guests, further immersing them in the galaxy far, far away.
Marvel Expands at Disneyland’s Avengers Campus
Disneyland’s Avengers Campus is undergoing a massive expansion with two cutting-edge attractions.
- Avengers: Infinity Defense will allow guests to fight alongside Black Panther and Ant-Man to defeat Thanos.
- Stark Flight Lab is an interactive, tech-driven experience that places fans inside Tony Stark’s workshop, complete with his robotic assistant DUM-E.
- Robert Downey Jr. worked directly with Disney Imagineers to shape Stark Flight Lab, ensuring it captured the true essence of Tony Stark’s world.
Additionally, The Fantastic Four characters will debut at Disneyland this summer, aligning with the release of The Fantastic Four: First Steps on July 25.
Pixar’s Cars Universe Expands
Disney is introducing an off-road Cars-themed attraction, featuring high-speed, geyser-dodging action over rugged terrain. This expansion will give fans a new way to engage with the beloved Pixar franchise.
Disney and Epic Games: The Next Digital Frontier
One of the most significant announcements at SXSW was Disney’s growing partnership with Fortnite creator Epic Games. In 2023, Disney invested $1.5 billion into Epic, signaling a long-term commitment to merging theme parks with interactive gaming.
Josh D’Amaro highlighted how this partnership is changing how Disney tells stories. He said that what they are building inside of Epic Games and the Fortnite community is absolutely stunning.
Through this collaboration, Disney is working on a persistent, Fortnite-connected digital universe where fans can interact with characters, explore park-inspired worlds, and even influence theme park experiences from home.
Epic’s Unreal Engine, used in major video games and Hollywood productions, now powers key aspects of Disney’s theme park design, making digital pre-visualization a core part of Imagineering. This allows Disney to test and refine attractions in a virtual environment before construction even begins.
Augmented Reality and Virtual Reality in Disney Parks
Disney is actively integrating augmented reality and virtual reality into its parks to create next-level immersive experiences.
- MagicBand+ AR interactions now unlock hidden animations, exclusive content, and real-time interactions throughout the parks.
- Star Wars AR missions will allow guests to use AR-enabled devices to take on virtual Star Wars missions within Galaxy’s Edge, bringing the battle between the Resistance and the First Order into real-world environments.
- VR ride previews will soon be available at select Disney resorts, allowing guests to experience rides before they even enter the park.
Disney’s deeper dive into augmented reality and virtual reality underscores its vision for the future, where physical theme park experiences seamlessly merge with digital storytelling.
Disney vs Universal: The Theme Park Battle Heats Up
Disney’s massive expansion comes as Universal prepares to launch its highly anticipated Epic Universe theme park in Orlando this May. Universal’s new park will introduce five themed lands, including Super Nintendo World, which is expected to be a major draw for families.
Despite the competition, Disney executives remain confident. During a 2024 earnings call, Disney CFO Hugh Johnston suggested that Epic Universe could actually boost Disney’s numbers by increasing overall tourism in Orlando. He noted that early bookings for next summer are already showing positive trends.
While Universal is betting on video game-themed attractions, Disney is positioning itself as the leader in digital-physical integration with its Epic Games collaboration and augmented and virtual reality-driven experiences.
