The $1 billion investment is just a huge expense that they can't do everything. The shows don't work in any case when the land is lightly attended. They need to install a stage and do a proper Star Wars show. I expect some interactivity will be introduced after the land catches on. What comes to mind is a light-saber obstacle course. You fight Empire and First Order enemies against a screen opponent. Maybe a charm can be introduced so people can try Jedi mind tricks. The app is Star Trekkie and not Star Wars-like.