Theme Park Innovations Reshape the Future of Entertainment

From seamless transportation to immersive experiences, the industry is evolving to meet changing consumer expectations.

Published on Feb. 15, 2026

Got story updates? Submit your updates here. ›

The theme park industry is undergoing a period of rapid change, driven by technological advancements and evolving consumer expectations. From Disney's efforts to maintain convenient last-mile transportation to Universal's push for more immersive ride experiences using advanced projection mapping and IR vascular scans, the future of theme park entertainment is being reshaped. Additionally, Six Flags is refining its season pass program to reward loyalty and gather data to personalize the guest experience, while leadership changes at Paramount and Disney signal a renewed focus on innovation and adaptation.

Why it matters

These industry shifts demonstrate the theme park sector's commitment to enhancing the overall guest experience through innovative transportation solutions, cutting-edge immersive technologies, and personalized loyalty programs. As consumer expectations continue to evolve, theme parks must adapt to remain competitive and provide unique, memorable experiences that keep visitors coming back.

The details

Disney is tackling the challenge of providing convenient 'last-mile' transportation for guests, even after the Anaheim Transportation Network (ART) ceases operations, by leasing ART's buses and hiring drivers to maintain shuttle service. Universal is pushing the boundaries of immersive technology with patent applications for systems utilizing IR vascular scans and projection mapping, aiming to create the illusion of sensations within the body and revolutionize ride experiences. The Boring Company's selection to provide an underground transportation system linking Universal CityWalk to Epic Universe further underscores the industry's focus on seamless movement within large parks. Six Flags is refining its season pass program, moving away from tiered benefits and instead offering benefits to all passholders, with potential 'surprise' rewards based on individual attendance, in a shift towards rewarding loyalty and gathering data to personalize the guest experience.

  • Disney's decision to maintain shuttle service at the Toy Story parking area is in response to the Anaheim Transportation Network (ART) ceasing operations.
  • Universal has filed patent applications for its immersive technology systems utilizing IR vascular scans and projection mapping.
  • The Boring Company has been selected to provide an underground transportation system linking Universal CityWalk to Epic Universe.
  • Six Flags is implementing its new 'Perks & Play' season pass program, moving away from tiered benefits.

The players

Disney

An American multinational entertainment and media conglomerate known for its theme parks, resorts, and media franchises.

Universal

An American media conglomerate and one of the major film studios, known for its theme parks and resorts.

The Boring Company

An infrastructure and tunnel construction services company founded by Elon Musk.

Six Flags

An American theme park corporation that owns and operates 26 theme parks and water parks in the United States, Canada, and Mexico.

Dave Cobb

The new Vice President of Creative at Paramount Global Experiences, known for his work on projects like Warner Bros. World Abu Dhabi and Men in Black: Alien Attack.

Got photos? Submit your photos here. ›

What they’re saying

“We must not let individuals continue to damage private property in San Francisco.”

— Robert Jenkins, San Francisco resident (San Francisco Chronicle)

“Fifty years is such an accomplishment in San Francisco, especially with the way the city has changed over the years.”

— Gordon Edgar, grocery employee (Instagram)

What’s next

The judge in the case will decide on Tuesday whether or not to allow Walker Reed Quinn out on bail.

The takeaway

This case highlights growing concerns in the community about repeat offenders released on bail, raising questions about bail reform, public safety on SF streets, and if any special laws to govern autonomous vehicles in residential and commercial areas.