I think the mouse made a pretty bad decision driven purely by greed. They tried to have their cake and eat it too. I think they would have been perfectly happy with flat attendance at DLR if it meant a large number of current AP holders shelled out an additional $150 for a one day ticket and then paid for the up charge stuff and merchandise. It would have been massively profitable if it went down as planned. Instead way less people than they hoped bit at the double charge and the result was the embarrassment they ended up with.
The huge crowds and monster lines look great in news coverage and for fanboy bragging rights but if a lot of the people in that mob aren’t paying a penny more to get in it’s not a great earnings story. Despite the crowds being light the upcharge stuff is sold out every day so it’s not like they are losing out on the high end merchandise. They probably would have sold a bunch more of those cool coke cans (I am trying to figure out if the 4 I have will set off red flags with TSA in my carry-on. They may be going in the checked luggage
) but you would have to sell a bunch of coke to make up for losing the $150 ticket sales. The land is also missing the headliner so larger crowds would overwhelm the MF ride. Again, poor execution of a plan.