As in other areas of entertainment, the funding sources dictate to some extent the content of the product. Those wowed by technical capabilities may limit the storytelling potential of the piece. Rogers of BRC notes a third factor. A lot of people in this business are mistaking art direction for story. Art direction is not story.
Art direction is a tool at the service of story.
Yet another significant content area involves the re-purposing of feature movies into other formats. The star of the movie, Michael J. Fox, is not in the ride film, although co-star Christopher Lloyd is. Executives at such firms as Imax, Iwerks and Showscan are all familiar with the idea of having audiences see the movie, then ride the movie, then play the movie. There are all kinds of ancillary value to any movie that has special effects or physical motion or dy- namic values. It lends itself to a ride.