Why Disney's most expensive coaster cannot use the Marvel name in its title
In short: At Epcot, a $500 million marvel of engineering launches riders backward through space. Yet, despite being based on the Guardians of the Galaxy, the ride is legally barred from using the Marvel brand in its title or advertising due to a complex, pre-existing contract.
Opened on May 27, 2022, as part of Epcot's 40th anniversary, Guardians of the Galaxy: Cosmic Rewind is a massive achievement in theme park engineering. Manufactured by the Dutch company Vekoma, it stands as Disney's first backwards-launched roller coaster. This major project repurposed the Universe of Energy pavilion—which ceased operations on August 13, 2017—and used 960 truckloads of concrete solely for the foundation of its new show building. The first track piece was installed in November 2018. Filming for the attraction officially commenced in October 2021.
The attraction's identity is shaped by a legal nuance. While it features characters from the Marvel Cinematic Universe, it cannot use the Marvel brand in advertising or its title. This is due to a 1994 contract with Universal Destinations & Experiences that predates Disney's 2009 acquisition of Marvel Entertainment. To navigate this, the ride is presented as the Wonders of Xandar Pavilion, framed as a cultural exchange from the Nova Corps to the people of Terra. The attraction was originally announced during the 2017 D23 Expo. It was initially scheduled to open in 2021 before pandemic delays occurred.
Visitors enjoy a highly immersive atmosphere featuring a random selection of six tracks, including Tears for Fears' "Everybody Wants to Rule the World" or A Flock of Seagulls' "I Ran (So Far Away)". The ride's narrative involves a chase with the Celestial Eson, and the vehicles actually spin on their axes to simulate the sensation of space travel. While the ride is inspired by the MCU, Disney notes it is not considered canonical to the film series. The experience features a special holiday overlay that includes a custom rendition of 'Run Rudolph Run'. Additionally, the ride's soundtrack is locked to Earth, Wind & Fire's 'September' every year on 21 September.
Opens the Intellect+ feed with this card first. Swipe up for the next one.
Sources
- Summary by Intellect · source: Guardians of the Galaxy: Cosmic Rewind
To cite this card, link to https://intellectplus.co.uk/app/entertainment-guardians-of-the-galaxy-cosmic-rewind.
How we source, check and correct cards: Editorial standards.
General information, not professional advice. Spotted an error? Flag the card or see corrections and complaints.
Intellect Plus is a visual educational discovery platform for exploring fascinating facts and ideas. Brain Food, Not Brain Rot. What is Intellect Plus?
Related
More in Theme parks · More in Entertainment · Latest · A–Z · All topics
