If this were a pop-up thing to help promote the movie and future stuff... that would be one thing.
But this is an attraction setup in place of a permanent attraction that itself will be a foundation for entertainment, marketing, and low level attractions for years to come. It's not a seasonal ad... it's not a studio promo.. its not a weekend special.. This is an attraction in Disney's fixed theme parks.
I wish people would stop accepting simply moving college kids in costumes INDOORS as an excuse for attractions. Building higher capacity M&Gs is not what I goto Disney World for.