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Disneyland Article
Disneyland Stops Selling Merchandise At Main Street Cinema Adds Park Benches To The 1955 Attraction

Main Street Cinema
ID:
TMS-4377
Source:
Orange County Register
Author:
Brady Macdonald
Dateline:
June 20, 2019
Posted:
June 24, 2019
Status:
Current
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Disneyland has completed an initial test using merchandise as an incentive to drive traffic to an original 1955 opening day attraction celebrating some of Walt Disney’s earliest animated films in an attempt to drive more interest in the Main Street U.S.A. location.

For less than a week, Disneyland’s Main Street Cinema sold merchandise inside the vintage movie palace with a Cartoons and Collectibles sign out front encouraging visitors to come in and see what’s new.

On Thursday, June 20, the merchandise had been removed from the cinema and park benches have been moved into the theater for visitors to sit and enjoy the films.

The benches are the next phase in a series of tests designed to increase interest in the cinema, Disneyland officials said. Additional tests could include a snack option in the theater. The merchandise test resulted in a 10-fold increase in visitors to the cinema.

“We continue to operate Main Street Cinema as a theater and there have been no changes to film showings,” Disneyland said in an official statement. “We’re looking at a variety of ways to drive interest in this beloved location.”

During the initial test, brightly-lit merchandise displays stood next to and in front of the movie screens showcasing early Disney animated films and customers could purchase Disneyland souvenirs at a cash register inside the theater. The merchandise included: shirts, Minnie Mouse ears, plush dolls and coffee mugs.

Disneyland officials said the attraction had not been turned into a retail shop and continued to operate as a cinema during the test. The initial test is one of several ideas considered for the Main Street Cinema, officials said.

Upset fans took to social media to protest the introduction of merchandise sales inside Main Street Cinema.

The classic Disneyland attraction pays tribute to the origins of the Disney film studio and the cartoons that made Disneyland possible. Billed as a “nostalgic journey back to the beginning of Disney animation,” Main Street Cinema continuously screens 6- to 8-minute Disney animated shorts that originally aired before full-length feature films.

The landmark “Steamboat Willie” is the cinema’s marquee film. The 1928 short that made Mickey Mouse a star was directed and voiced by Walt Disney himself.
 
Attractions Referenced

Main Street Cinema

 
Lands Referenced

Main Street U.S.A.

 
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