This is a really interesting quote, and my feelings on it are complicated! I think good theming can become a brand, right? You create environments with enough iconic images and experiences and they become known and sought out. I don't think branding on its own is a theme.

Like, take a room, cover it in branded logos and products. Is it themed? Nominally, I guess, but I think "branded" is still the more operative word until you start working in some amount of experiential components. Something that makes the environment live and breathe.

A theme park or themed land isn't just "a place where a brand's recognizable icons/characters and their merchandise are present," is what I'm saying. That's, at most, like a branded shopping experience in the vein of the Las Vegas M&M's store. Which is fine, but is it themed?

You could cynically say that about, say, Galaxy's Edge, as well, but I think the attention to detail, the focus on experienced storytelling, and the presence of proper attractions makes it more than just Star Wars Branded Content. If not functionally, then at least emotionally.

Put another way, I go to the store and buy a bottle of blue wine that has a label printed on it indicating it's the Alderaanean Wine from Galaxy's Edge. Is that a themed experience? Is it more themed if I take it to a Star Wars Watch Party? Maybe, but not exactly, in my opinion.

That said, drinking that same Alderaanean Blue Wine at Oga's Cantina is inarguably a themed experience-- the lights, the sounds, the environment, even the service. Call me naive, but this is to live in Star Wars for a moment-- it's different than just consuming a Branded Product.

To say that theming is analogous to branding is to ignore that emotional and experiential distinction, and I think that's harmful to the art form of themed entertainment, which can exist beyond branding, or become its own brand given the chance to do so.

This Episode I pinball machine is absolutely killer, a fascinating melding of digital and physical components with 1999 tech. Not totally unique, but a rare moment in pinball for sure.

I dunno, man. It was an exceedingly cool concept that got some exceedingly mixed press during its lifespan. It was also financially out of reach for so many folks-- it's kinda heartbreaking to see something so bold just be closed down instead of reimagined and maybe re-priced.

Those Happy Places is about the stories theme park rides, attractions, and lands tell, how they tell them, and why it matters. Tune in to Those Happy Places produced by @alicewhitethp and edited by Buddy Duquesne. #podcastdelivery

I've heard the old line that these are basically unrefurbishable due to structural issues, but what if they repurposed them into an elevated walking path? Add some "islands" that could serve as dining areas or firework viewing, maybe a few interactive future/history displays?

Electric cars having about a 250-mile range and a need to stop for at least half an hour to get a decent charge could theoretically lead to a new renaissance of drive-in diners/charging stations. Maybe cover everything in neon? Do cool stuff like delivering food to cars by rail?