By definition, a maelstrom is “a large, powerful, or violent whirlpool” or “a restless, disordered, or tumultuous state of affairs.” When capitalized, “Maelstrom” is “a famous hazardous whirlpool off the coast of Norway.”
All three definitions are apt descriptions of the current uproar concerning the official announcement that Epcot's venerable Maelstrom attraction will soon be transformed into an attraction based on the hit Walt Disney Pictures release Frozen.
In the past few weeks, much has been written about the new attraction slated to replace Maelstrom, located in the Norway Pavilion in World Showcase. As Maelstrom's final operating day of October 5 approaches, it seems appropriate to revisit the attraction's history and to look at both sides of the argument concerning its eminent demise.
Epcot's First Thrill Ride
Maelstrom was hailed as “Epcot's first thrill ride,” and while it might fall short of a true thrill ride, it does manage to strike a difficult balance between a “ride” and a culturally enlightening experience.
The Norway Pavilion, which opened in 1988, is one of EPCOT Center's wonders. The most recent addition to the World Showcase is charming, its many gabled skyline beckoning guests to linger and explore. This pavilion doesn't overwhelm guests; instead, Norway reveals itself slowly as guests stroll past the loving re-creation of a Stave Church at the entrance and the grass-covered roof of the cozy seating area for the wonderful bakery.
The shops here were once among Epcot's most charming. Lovely Norwegian pewter candlesticks grace the mantel of our fireplace, my boys still play with the authentic Norwegian toys purchased here, and our Christmas tree is decorated each year with many of the red wooden ornaments from the shop at Epcot. Like so many Walt Disney World guests, we also take yearly photos by the large wooden troll.
The main attraction here, Maelstrom, is located at the rear of the pavilion, nestled between a waterfall and the Akershus Royal Banquet Hall. The queue for this attraction is surprisingly contemporary: light woods, carpeted walls and walkways, and subdued lighting. As guests approach the loading area, they are greeted by an immense mural. This beautiful piece of art showcasing Norway's historical bond to the sea, from the time of the Vikings to present cruise ships. In fact, it is this relationship between man and water that provides the foundation for the attraction's storyline and its overarching theme: “The spirit of Norway is Adventure.”
Adventurers board wonderfully detailed Viking ships and embark on an adventure that takes them up a dark tunnel to a mythical retelling of Norway's Viking past. Guests see several idealized scenes of villages and pastoral landscapes; there are no “pillaging, plundering, rifling, or looting” Viking warriors to be found in the Disney version of Viking history.
When the boats enters a marshy area, guests come upon some truly frightening trolls. The trolls accuse guests of trespassing; together, they cast a startling spell (accompanied by some beautiful fiber-optic special effects) that sends guests backwards past polar bears and Norwegian forests and almost over the edge of a rocky cliff into the pavilion itself. A huge tree troll appears, rights the direction of the boat, and promptly sends it crashing down a flume into the stormy North Sea.
Guests pass an immense oil rig before returning to a calm little Norwegian harbor. After disembarking, guests are invited to view a brief film showcasing the history, culture, and natural wonders of Norway in another very contemporary-looking theater.
Enter Frozen
The Walt Disney Studios has a long association with the Hans Christian Andersen tale called “The Snow Queen.” The Disney Archives houses drawings and sketches for films and attractions based on this beloved fairy tale. It took years of work and development for the plans to bring the story to the big screen, and when it did arrive, even the Walt Disney Company was taken by surprise by its universal appeal and its unprecedented success.
In some ways, the popularity of Frozen is not unlike the response to The Little Mermaid back in 1989. Disney was unprepared for the consumer demand for Ariel themed merchandise, and it took years before Walt Disney Imagineering was given the green light to build The Journey of the Little Mermaid attraction at its theme parks. From all accounts, current management does not intend to let up on the onslaught of Frozen-inspired merchandise and experiences.
Just this past year, both the Magic Kingdom and Disneyland added Elsa and Anna to their daily parades. Special fireworks and sing-alongs thrill crowds at Disney's Hollywood Studios, and lines for meet-and-greet experiences with the two Norwegian princess continue to draw record crowds on both coasts.
It seems, then, that demand and interest in Frozen has yet to ebb, and the Walt Disney Company feels compelled to make the most of this amazing opportunity to capitalize on one of its biggest theatrical hits in years. The recent Anna and Elsa meet-and-greet located in Norway at Epcot proved highly successful; the logical next step is to add a more permanent attraction based on this beloved film.
To Keep Maelstrom…
Maelstrom is a quirky attraction: its storyline is disjointed, its effects range from great (the trolls and their spells) to just okay (the static Vikings with their bright colors strangely glowing in the black light), and the film at its finale strangely unpopular. Nonetheless, it is a very popular attraction—so popular that its Fastpass status is right up their with Soarin' and Test Track.
The trolls, no doubt, are one of the main reasons for its popularity. The gift shop features a wide variety of troll inspired merchandise, including Maelstrom T-shirts, that are perennially popular. The shop once stocked a great selection of children's books as well; we continue to enjoy Jan Brett's The Trouble with Trolls and Steven Carpenter's wonderful retelling of The Three Billy Goats Gruff in my household. The other reason for this attraction's popularity is, no doubt, the fact that it provides just the right amount of thrills without alienating the very young or the very old.
In a recent post, one blogger noted that “with the addition of Frozen characters into World Showcase, Epcot continues to stray from its original thesis.” The point is well-taken. In its desire to remain “relevant” (a word I despise as “classic,” by definition, means timeless in its appeal and relevancy), the Walt Disney Company has, in recent years, made some unfortunate decisions in its parks. Many fans fear that this is one more step in the wrong direction to turning Epcot into another Disneyland. As more and more original attractions are converted into rides inspired by film franchises, there's a danger that Epcot might completely lose its identity.
Or Not to Keep Maelstrom…
There are, however, some very compelling reasons to “reimagine” this World Showcase staple. The popularity of Frozen has yet to slow, so it is logical to predict that its place in the Disney canon is secure. Its Norwegian roots make it “fit” the basic idea behind World Showcase.
Disney has also not disappointed in the past. I, for one, enjoy the addition of the Three Caballeros to Mexico and, despite my initial misgivings, the addition of Nemo and Friends to the Living Seas. With the right balance, Imagineering has an opportunity to really impress. If some of the charming shops and the intimate space found in the present pavilion remain, Anna and Elsa might just spark a revival of Epcot.
As guests enter the park to visit Arendelle, they will, more than likely, encounter many of the other wonders of this amazing park, from live entertainment to attractions to fine dining. With more guests comes more revenue, and hopefully, additional international pavilions and additions to Future World as well.
Final Thoughts
In a perfect world, Disney would keep Maelstrom and build a Frozen-inspired attraction elsewhere, perhaps behind the current World Showcase pavilion. That, however, is not going to happen. While I hate the thought of never experiencing Maelstrom again—and I have yet to figure out a way to tell my boys that one of their favorites will permanently close soon—I am cautiously optimistic that the new attraction will mark the beginning of an Epcot renaissance. With the rumored addition of more Soarin' theaters and a new film, maybe we are on the cusp of a rebirth of what is undoubtedly, Walt Disney Imagineering's most innovative, most daring, and in some ways, most beautiful park.
