Casper Gutman
Well-Known Member
This is absolutely spot on and tied to much broader and more consequential cultural trends - call it the “memefication” of society. Over in the film thread I’ve grumbled about “meme movies,” like Minecraft, part of the same trend. In a culture obsessed with endlessly exploiting a fairly small group of IPs, there are two approaches creators can take: attempting to recreate what made the property significant in the first place - for instance a particular emotional resonance with the audience achieved through script, mise en scene, performance - or they can mine the original for symbols, isolated from their original context. Audiences, of course, have the same choice - they can seek out and celebrate attempts to recreate the substance of the original or they can embrace the symbols. Both tactics can be integral elements of defining oneself and claiming membership in a particular group.Bringing this back to Adventurer's Club, I think this bar and that is a good example of the contrast between an older kind of "adult oriented offering at Disney World" vs the current trend of "premium experience for Disney Adults"
What made the Adventurer's Club "Disney" was its scale, the lavish, period decor and special effects, the number of eccentric, costumed performers and the uniqueness of the whole thing compared to other venues elsewhere in the USA. It was an experience you could only get a Disney, but there was nothing about it that was based on a Disney movie or property when it was conceived. It later became the stuff of Disney lore referenced elsewhere, but that speaks to how much it captured the imagination of those who visited. It was made with the hope that its quality and quirkiness would appeal to its intended audience, and it succeeded at doing so on the strength of its own merits, not with existing branding.
What makes Beek and Barrel "Disney" is its location right next to the Pirates of the Caribbean ride and association to the Pirates of the Caribbean movies. Even Rummy is a deep cut Disney Easter egg that's better appreciated when you know where he comes from. Would a similar, less "Disney" Pirate bar elsewhere have the same cache? I might if it found an audience organically like Adventurer's Club, but Disney doesn't want to risk that by not physically and visually tying it to the franchise it's based on. That doesn't make it bad, that just places limitations on it when you think your patrons want the only thing you feel comfortable selling (IP) and maybe need it to fit within existing park space.
I’d say modern Figment is a prime example of these empty symbols. The modern Figment is a shell of the thing he was when most consumers grew attached to him, an entirely different and unappealing character that exists in one of the worst attractions Disney ever produced. The character is still stamped endlessly on merchandise and consumers gobble it up because he has become a symbol without a referent, a mark of the consumers identity and group membership, something that embodies emotional significance without actually evoking it.