The corporate sponsorship was always there, but unlike the Star Wars/Marvel IP no single corporate brand was as pervasive as Star Wars/Marvel has been. There was an eclectic World’s Fair vibe to it. If you didn’t want to engage with any particular corporate brand, you could walk away the pavilion and it would be out of sight. You can’t really escape Star Wars/Marvel at the parks anymore. I wouldn’t be surprised if one day they replace Master Gracy’s portrait at the Haunted Mansion with a picture of Kylo Ren.
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