Reanimating Disney World

The Tower of Terror: It's Disney World's stomach-rearranging new ride, a simulated elevator free fall. But is it a metaphor for the resort, too? With its mainstay family audience flat, Florida tourism soft, and rivals sapping business, Disney World's attendance is off sharply. It's scrambling to lure new visitors, substantially boosting spending on ads and marketing this year--and, too, on future attractions--to lure teens and childless adults.

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