As the Walt Disney Company prepares for a changing of the guard, all eyes are on Josh D’Amaro. The former Chairman of Disney Experiences is set to officially succeed Bob Iger as CEO on March 18, 2026. While D’Amaro’s resume is steeped in the success of Disney Parks, Variety’s recent deep dive into his vision reveals Josh D’Amaro’s Star Wars Strategy designed to stabilize a franchise currently navigating a complex transition period.
For Star Wars fans, D’Amaro’s promotion is a double-edged sword. On one hand, he is the executive who oversaw the launch of Star Wars: Galaxy’s Edge. On the other, he inherits a Lucasfilm slate that has faced significant scrutiny and a shifting release calendar.
Modernizing the Falcon: “From Liked to Loved”
One of the most immediate signs of D’Amaro’s influence on the franchise can be found in the cockpit of the Millennium Falcon. During a recent design session with Walt Disney Imagineering, D’Amaro was candid about the current state of Millennium Falcon: Smugglers Run.
“Guests like it, but they don’t love it,” D’Amaro remarked. His critique centers on the lack of agency for passengers in the gunner and engineer roles. As part of his broader effort to revitalize the brand, D’Amaro is pushing for a massive software overhaul of the attraction. On May 22, 2026, both Disneyland and Disney’s Hollywood Studios will debut a new mission featuring the Mandalorian and Grogu. This update isn’t just a cosmetic change; it’s a fundamental shift in interactivity, ensuring every rider has a significant impact on the mission’s outcome.
The AI Frontier and OpenAI Partnership
Perhaps the most controversial pillar of Josh D’Amaro’s Star Wars Strategy is the integration of artificial intelligence. Disney recently finalized a landmark $1 billion deal with OpenAI, licensing iconic characters, including those from Star Wars, for use in the Sora video-generation platform.
D’Amaro has been vocal about his belief that AI will boost, not replace, human creativity. In the Star Wars universe, this technology is being positioned as a tool for “fan engagement.” Imagine a future where Disney+ viewers can interact with a generative version of Coruscant or receive personalized storytelling experiences. While purists remain skeptical, D’Amaro views this as the next evolution of the “living story” concept he championed in the parks.
The Theatrical and Streaming Balancing Act
While D’Amaro’s background is in “Experiences,” he is working closely with newly named Chief Creative Officer Dana Walden to right the ship at Lucasfilm. The report indicates a shift toward quality over quantity. Following the high-volume output of the early 2020s, the current mandate is more focused.
Internal buzz is high for the upcoming project Star Wars: Starfighter, which insiders believe captures the “classic” feel of the original trilogy. However, there remains a healthy level of skepticism regarding The Mandalorian and Grogu film. D’Amaro’s challenge will be proving that Star Wars can still dominate the box office while managing a streaming schedule that may see a “quiet year” in 2027 as the studio refocuses its creative energy.
Gaming and the “Fortnite” Universe
Beyond the screen and the parks, D’Amaro is leaning heavily into gaming. His strategy involves a deep collaboration with Epic Games to create a persistent Disney universe within Fortnite. For Star Wars, this means the franchise will no longer just be a series of “events” or “skins” but a permanent fixture in a digital social space. This “interactivity” is a core tenet of D’Amaro’s vision for the next decade of Star Wars fandom.
A New Hope?
Josh D’Amaro’s Star Wars strategy represents a move away from the traditional media model and toward a future defined by “experience intelligence.” By focusing on interactivity, leveraging cutting-edge AI, and fixing existing fan pain points in the parks, D’Amaro is betting that the path to saving Star Wars lies in making the fans the protagonists of their own stories.
As he takes the helm this March, the galaxy far, far away is about to get a lot more personal.
This video provides a direct look at Josh D’Amaro’s communication style and his specific approach to technology and AI, which are central to his plans for the Star Wars franchise.
