Disney Makes Major ‘Star Wars’ Ride Shift as Josh D’Amaro Signals New Priorities
Disney announcements usually arrive with fireworks, concept art, and packed convention halls. This time, the biggest takeaway came from a simple conversation. Josh D’Amaro, Disney’s soon-to-be CEO, made unexpectedly candid remarks about a major Star Wars attraction, and fans immediately began reading between the lines.
While discussing guest satisfaction, D’Amaro explained that popularity alone no longer guarantees priority status inside Disney parks. One Star Wars experience, despite strong attendance, appears to have slipped lower on Disney’s internal list of essential rides. The attraction isn’t disappearing, but leadership clearly believes it can become something better.
His comments signaled a shift in how Disney evaluates success. Wait times matter, but emotional impact matters more.
A New CEO Era Begins Soon
The timing makes those remarks especially important. On March 18, 2026, Josh D’Amaro will officially succeed Bob Iger as CEO of The Walt Disney Company. After years overseeing Disney Parks, Experiences and Products, he now prepares to shape the company at the highest level.
D’Amaro built his reputation by blending operational strategy with guest-focused thinking. He consistently emphasizes listening to feedback while advancing innovation. As he transitions into the CEO role, many see his recent statements as an early glimpse into how Disney may evolve under his leadership.
That evolving philosophy appears to include reevaluating even newer attractions.
The Immersive World of Galaxy’s Edge
Star Wars: Galaxy’s Edge remains one of Disney’s most ambitious themed environments. Instead of creating a traditional land filled with rides alone, Disney built an interactive world where guests actively participate in the story.
Visitors construct lightsabers at Savi’s Workshop, assemble droids at Droid Depot, and encounter characters representing both the Resistance and the First Order. The environment encourages guests to live inside Star Wars rather than simply observe it.
Two major attractions anchor the land. Rise of the Resistance delivers a cinematic adventure filled with groundbreaking technology. Millennium Falcon: Smugglers Run offers something different — the chance to fly the Falcon itself.
And that interactive experience now sits at the center of Disney’s internal reflection.
When “Like” Isn’t Enough
Smugglers Run places six guests inside the Falcon cockpit, assigning each person a role: pilot, gunner, or engineer. Together, riders complete a mission by steering, firing weapons, and repairing damage in real time.
The attraction regularly posts long wait times and remains visually impressive. Yet D’Amaro summarized guest sentiment bluntly: “Guests like it, but they don’t love it.”
For Disney, that distinction carries enormous weight. A successful attraction should inspire repeat visits and emotional attachment, not just curiosity.
The Role Problem
The difference in ride roles explains much of the feedback. Pilots control the ship’s movement and feel directly responsible for the mission’s success. Their experience feels fast, chaotic, and engaging.
Gunners and engineers participate differently. Their tasks matter, but they can feel less impactful. Guests who rarely receive the pilot role may leave feeling less involved, and over time, the ride can feel optional rather than essential.
D’Amaro acknowledged that imbalance, suggesting Disney understands why enthusiasm varies depending on seating assignments.
Protecting a “Delicate Brand”
In a recent interview, D’Amaro described Disney as “a delicate brand,” emphasizing that guests expect more than rides they simply enjoy. Disney aims to create experiences that audiences genuinely love.
That philosophy drives the company to refine attractions even when they remain popular. Disney measures success not just through attendance but through emotional connection.
If any portion of the audience feels disconnected, leadership views that as an opportunity to improve.
Updates Already Incoming
Disney has already begun addressing those concerns. Starting May 22, Smugglers Run will introduce a new mission featuring Din Djarin and Grogu from The Mandalorian. The storyline update aims to boost replay value while strengthening narrative engagement.
Engineers will gain expanded responsibilities, including opportunities to communicate directly with Grogu during the mission. These additions should give every role a stronger sense of participation.
Disney’s goal is clear: every seat inside the cockpit should feel equally meaningful.
A Glimpse Into Disney’s Direction
D’Amaro’s comments reveal more than criticism of a single attraction. They reflect a broader philosophy guiding Disney’s future. The company wants rides that resonate emotionally and encourage guests to return again and again.
As he prepares to take over as CEO, D’Amaro appears focused on refinement rather than reinvention. Disney isn’t settling for experiences guests merely enjoy. It wants attractions that feel unforgettable — adventures visitors genuinely love and never want to skip.
