放眼望去，一台《星際大戰》中的經典太空飛船「千年鷹號」佇立石林中，彷彿下一秒艦長韓索羅和副手丘巴卡就會從身邊經過，帶你開啟一趟宇宙之旅，不少遊客們難掩興奮得拍照打卡留念，在社群網站動態上讚道「Disney turns dreams into reality！」

斥資10億美元打造的「星際大戰：銀河邊際（Star Wars：Galaxy's Edge）」園區，今年5月剛在加州迪士尼樂園開幕，是迪士尼史上最大單一園區投資案、腹地超過1萬4,600坪。高度還原電影情境，裡頭每一個細節呈現別出心裁的巧思，讓人有置身於《星際大戰》壯闊世界的感受。

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在世界第一座迪士尼樂園問世64年後，這是米奇帝國最新的嘗試——不再只將IP融入遊樂設施的設計上，而是重現IP世界，邀你走入故事現場，直接成為其中的一部分。「這裡是世界上最快樂的地方」，迪士尼向來如此形容自家的主題樂園。

迪士尼是創意高手，也是塑造「IP體驗」的專家。這一家要製造歡樂的企業，該怎麼進一步讓消費者直接體會？迪士尼樂園就是最好的例子。

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如同迪士尼樂園、體驗及消費品主席包正博（Bob Chapek）所說，無論你是誰，當你來到迪士尼樂園，總能和你最愛的角色零距離接觸、找出與故事產生共鳴的珍貴回憶。

除了遍布美國、法國、日本、香港及中國上海5處的「金字招牌」迪士尼樂園外，還有由其他大大小小主題構成的遊樂園，像是在美國炙手可熱的教育型樂園Epcot、類似動物園的迪士尼動物樂園……迪士尼在世界各地共成立了14個遊樂園。這些「體驗場域」變現能力相當驚人，除了門票收入，樂園內總是有著許多IP周邊獨家商品，讓遊客花錢不手軟。

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數據會說話，樂園向來是迪士尼第二大的營收來源，2018年共為他們賺進195.7億美元，占整體營收的34%。值得注意的是，樂園到訪人數向來只漲不跌，2016年卻遭遇瓶頸。主題樂園協會（Themed Entertainment Association）統計指出，香港和巴黎的迪士尼樂園在2016年的入園人數下滑尤其嚴重，跌幅高達10％。

雖然這狀況在2017年恢復正常，已經嗅到警訊的迪士尼為了再次點燃吸引力，2018年宣布在未來5年內，將砸240億美元在全球5大迪士尼樂園和渡假村上，敦促景點設施全面升級。

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「我們做了調查，問大家最想要什麼？上百萬人告訴我，他們想要直接進入故事中體驗，星戰園區便因此誕生了。」包正博語畢，在D23台下熱情的粉絲們一陣歡呼。

如何讓星戰在地球重現、遊客參與其中？

只要你去過迪士尼樂園，就不難意會這家百年企業融合、發揮IP的一貫設計：把角色置入在遊樂設施上，如加州迪士尼樂園裡的摩天輪「Mickey's Fun Wheel」，中央就擺著龐大的米老鼠，體驗卻不離傳統的遊樂設施本身。

也或許是大阪環球影城「哈利波特魔法世界」的操作太過經典，面對典範轉移，這一次，迪士尼採用與往常截然不同的做法，讓遊客直接走入電影情境中，把「體驗感」放到最大。

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那為何選上《星際大戰》？其實早在1987年，《星際大戰》的IP已悄悄投入迪士尼樂園中，只是規模難以讓人印象深刻、主題的整體性不足。

縱使迪士尼並未明說，但到2012年收購盧卡斯影業後，《星際大戰》系列一直是迪士尼繼漫威後的第二大電影搖錢樹，歸因於星戰歷史悠久的品牌：其故事創作至今長達42年，在美國具有不可撼動的「國民地位」。

另一方面，星戰的周邊商品一直有極強的變現能力，光是2015、2016年，其周邊賺進的收入就高達50億美元，同年推出的《星際大戰：原力覺醒》票房也不過才20.66億美元。

eyJ0eXBlIjoicGljdHVyZSIsIm5hbWUiOiLlnJbniYciLCJwbHVnaW4iOnRydWUsImRhdGEiOnsibGluayI6IiIsInRpdGxlIjoi5pif5oiwN+WKh+eFpyIsImlzT3Blbk5ldyI6ZmFsc2UsInNyYyI6eyJ4cyI6Imh0dHBzOi8vYm5leHRtZWRpYS5zMy5oaWNsb3VkLm5ldC50dy9pbWFnZS9hbGJ1bS8yMDE5LTEwL2ltZy0xNTcwMTAwOTU3LTE1NTA1QDEwMC5qcGciLCJzIjoiaHR0cHM6Ly9ibmV4dG1lZGlhLnMzLmhpY2xvdWQubmV0LnR3L2ltYWdlL2FsYnVtLzIwMTktMTAvaW1nLTE1NzAxMDA5NTctMTU1MDVANDAwLmpwZyIsIm0iOiJodHRwczovL2JuZXh0bWVkaWEuczMuaGljbG91ZC5uZXQudHcvaW1hZ2UvYWxidW0vMjAxOS0xMC9pbWctMTU3MDEwMDk1Ny0xNTUwNUA2MDAuanBnIiwibCI6Imh0dHBzOi8vYm5leHRtZWRpYS5zMy5oaWNsb3VkLm5ldC50dy9pbWFnZS9hbGJ1bS8yMDE5LTEwL2ltZy0xNTcwMTAwOTU3LTE1NTA1QDkwMC5qcGciLCJvIjoiaHR0cHM6Ly9ibmV4dG1lZGlhLnMzLmhpY2xvdWQubmV0LnR3L2ltYWdlL2FsYnVtLzIwMTktMTAvaW1nLTE1NzAxMDA5NTctMTU1MDUuanBnIn0sImZyb20iOiLov6rlo6vlsLwiLCJmcm9tX2xpbmsiOiIiLCJkZXNjcmlwdGlvbiI6IuWFieaYrzIwMTXjgIEyMDE25bm077yM5pif5oiw5ZGo6YKK5ZWG5ZOB6LO66YCy55qE5pS25YWl5bCx6auY6YGUNTDlhITnvo7lhYPvvIzlkIzlubTmjqjlh7rnmoTjgIrmmJ/pmpvlpKfmiLDvvJrljp/lipvoprrphpLjgIvnpajmiL/kuZ/kuI3pgY7miY0yMC42NuWEhOe+juWFg+OAgiJ9fQ==

「接下來最難的地方，是考慮哪些東西要被放在樂園裡、又該怎麼做？」包正博一語道破困難之處。人們實際走訪園區不難發現，「體驗」二字如實貫徹著整個園區，但體驗的方式卻有千奇百種，衝擊遊客的感官。

絕地武士手上注入強大原力的高雅光劍，在鐵粉心中有著不可撼動的神聖地位。園區內最令人嘖嘖稱奇的，是允許遊客「光劍DIY」，讓互動感更深：步驟上遵循每一位絕地學徒打造光劍的儀式，當拔起劍柄的那一剎那，彷彿你就是絕地武士團的一員。即使自己動手打造光劍比官方做好的光劍貴了70美元，還是有大批遊客搶著買單。

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更別說進入一比一的千年鷹號親手操控飛船，或者在星際港口中的市集漫步，把長相奇特的外星寵物帶回家；甚至口渴了，還可以喝到天行者路克的生活飲品「塔拉海獸綠奶」，以及經典的藍色「班薩奶」。

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2019年會計年度第三季（4-6月），在星戰園區的帶動下，迪士尼樂園、體驗與產品部的總營收高達66億美元，較去年同期小幅增長7％，而全球第二個星戰園區也在今年8月底於奧蘭多迪士尼魔法王國樂園開幕。在D23會場上，迪士尼甚至公開星戰太空艦旅館的打造計畫，試圖滿足粉絲們沉浸於「電影體驗」的意猶未盡。

從虛擬世界到真實體驗，在製造無窮歡樂、塑造難忘回憶，並讓IP能量源源不絕的大道上，娛樂帝國的腳步從未停歇。（寧願賠本5年？迪士尼為何非做Disney+不可）

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責任編輯：張庭銉