Is going viral, A deep-dive into a failed ‘Star Wars’ hotel

In 2023, Disney closed down the widely publicized luxury hotel on the Walt Disney World property called the “Star Wars: Galactic Starcruiser.”

For dedicated Disney superfans, it was a moment marked by high drama and a touch of schadenfreude, as the hotel’s promises of an immersive Galaxy far, far away clashed with the rocky reality experienced by some guests.

This chapter of Disney history is now being re-explored, thanks to a four-hour-long YouTube deep-dive that has resurfaced details about the concept and shared this nuanced piece of Disney lore with millions of viewers.

The Spectacular Failure Exposed

The creator behind this intensive exposé is YouTuber Jenny Nicholson, renowned for her insightful commentary on various aspects of fan culture.

Her channel is populated with videos that dive into beloved franchises such as “The Vampire Diaries,” “Pirates of the Caribbean,” and multiple installments in the “Star Wars” franchise.

However, none of her previous works match the length or depth of her recent video titled “The Spectacular Failure of the Star Wars Hotel.”

Over the span of 20 meticulously crafted video chapters, Nicholson recounts her 2022 stay at the “Star Wars: Galactic Starcruiser” hotel in Orlando, Florida.

This tale rings familiar to many Disney and Star Wars enthusiasts, who had followed the high-concept hotel’s launch and subsequent closure in 2023.

The Pricey Promises and Harsh Realities

Nicholson discloses that she spent over $6,000 for a two-night sojourn in the hotel, which was designed to mimic a Star Wars-style spaceship named the Halcyon.

The hotel’s main appeal lay in what Disney’s marketing team termed an “immersive, customizable Star Wars adventure,” a concept Nicholson compared to LARPing (live-action role-playing).

Guests were encouraged to don costumes and, through a mix of live interactions with cast members and choices made via a dedicated app, were guided through a three-day-long Star Wars narrative complete with a comprehensive itinerary and, if all aspects were engaged, very little downtime.

The hotel promised Disney-esque details such as functional lightsabers and vibrantly themed food.

The experience was intended to emulate a “landlocked cruise,” with all entertainment happening aboard the ship—essentially a large, ultra-secure, windowless building situated close to Walt Disney World’s Epcot resort area.

A Mixed Bag of Experiences

Nicholson’s experiences aligned with some of the more critical reviews the hotel had received: cramped accommodations, inconsistent technological experiences, and a general confusion regarding the venture’s purpose and intended audience.

However, she also shed light on some positives, such as stellar performances by cast members and intricate details within the ship-hotel’s interior.

Though Disney announced the closure of the Galactic Starcruiser in May 2023, and the hotel hosted its last guests in September 2023,

Nicholson’s video garnered more than 2 million views within just two days.

It quickly became a staple in social media pipelines of memes and references.

Some users on X (formerly Twitter) marveled at having willingly watched a double-feature-length video about something they “previously never gave a about.”

Why Yesterday’s Drama Draws Today’s Audience

Extended videos are gaining traction as a favored entertainment format on YouTube, marked by the rise of multi-hour explorations into past subjects, commonly known as “deep dives.”

Nicholson’s video combines several of these winning formulas: Disney, Star Wars, insider information (complete with pictures and videos from her stay), and a narrative of failure.

“There is a healthy appetite for more in-depth exploration of topics such as film, TV, and sports,” notes a 2022 Google consumer insights report.

“These platforms facilitate fan-centric creators in deeply engaging with an expanding captive audience: 61% of Gen Z self-identify as ‘major’ or ‘super fans’ of specific individuals or topics.”

Both Star Wars and Disney boast particularly loyal fandoms with long memories and an insatiable hunger for dissecting details repeatedly. Even the minutest aspects of a Star Wars movie or a Disney theme park can have cult followings, backstories, fan lore, and, invariably, their own video deep dives.

Disney’s Future: Under Scrutiny

Nicholson’s video drops at a time when Disney is preparing to introduce a myriad of new innovations.

Earlier this year, Disney announced an ambitious 10-year, $60 billion expansion plan for its parks, cruises, and experiences worldwide.

This includes a proposed 14-acre enlargement at the Magic Kingdom in Orlando’s Walt Disney World and an expansion of the original Disneyland in Anaheim.

The company has recently received final approval from Anaheim’s city council to proceed with DisneylandForward, a nearly $2 billion investment into the Disneyland resort and its surrounding area.

“We’re prepared to build on years of innovation, creativity, and storytelling to deliver fresh, thrilling experiences for our guests,” said Disneyland Resort President Ken Potrock in a blog post announcing the project’s approval.

In April, Disney CEO Bob Iger confirmed that the expansion plans for Walt Disney World are progressing post-a prolonged legal tussle between Disney and the state of Florida.

Iger remarked that the resolution “will enable us to pursue significant investment in our Florida parks.”

Disney aficionados are eagerly awaiting a deluge of new information this August during the company’s annual D23 Expo, which spotlights upcoming projects and attractions.

Although the Galactic Starcruiser hotel has become a notable part of Disney history, the recent scrutiny of its shortcomings provides new insights into Disney Parks’ goals and growth strategies.

The true test will be whether these new initiatives will fulfill everyone’s grandest expectations or become the subject of the next in-depth YouTube breakdown.

The Broader Implications

Consumer research from Google indicates that longform videos are gaining traction among younger viewers, particularly those covering “fan culture” content.

This fascination is rooted in a mixture of nostalgia and a desire for a deeper understanding of once-popular or ongoing trends.

Platforms like YouTube have democratized the creation and consumption of such content, enabling creators like Nicholson to reach a global audience.

The resurgence of interest in the Galactic Starcruiser illustrates not just a fascination with Disney’s missteps but also a collective interest in understanding what went wrong. Delving into the intricacies of these failures, such as examining the misalignment between guest expectations and delivered experiences, offers valuable lessons for both consumers and businesses alike.

In essence, deep-dive videos like Nicholson’s serve a dual purpose: they entertain and educate.

By meticulously dissecting every aspect of the Galactic Starcruiser, from its initial concept to its eventual closure, such videos provide a blueprint for understanding complex issues.

They cater to a generation that values authenticity and transparency, satisfying a curiosity that goes beyond surface-level engagement.

Conclusion

The deep-dive into the failed Star Wars hotel not only captivates viewers but also sparks important conversations about consumer expectations, corporate promises, and the future of themed entertainment.

The meticulous examination of the Galactic Starcruiser’s rise and fall serves as a poignant reminder of the fine balance between innovation and practicality.

As Disney continues to expand and Plans for the Future

As Disney continues to expand and innovate, they must learn from the missteps of the Galactic Starcruiser and other similar ventures.

The focus shouldn’t solely be on immersion and technological marvels but should also prioritize guest comfort, clarity in expectations, and functional consistency.

The $60 billion expansion plan across their parks and experiences worldwide is a testament to their commitment to evolving and providing novel experiences.

However, the fallout from the Starcruiser serves as a critical case study.

For future success, Disney must ensure that their ambitious projects are grounded in practical, user-friendly design and operations.