SXSW Surprise: Robert Downey Jr. Reveals Disney’s Most Innovative Marvel Ride Yet
By Clara Faulkner
Robert Downey Jr. has spent over a decade bringing Tony Stark to life on screen, but at South by Southwest this weekend, the actor stepped into a new role—helping shape the future of Disney theme parks.
At the “Future of World-Building at Disney” panel, Downey joined Marvel Studios president Kevin Feige, Walt Disney Imagineering chief creative officer Bruce Vaughn, Disney Entertainment co-chairman Alan Bergman, and Disney Parks chairman Josh D’Amaro to discuss the next evolution of storytelling and immersive attractions in Disney’s theme parks, cruise ships, and beyond. Alongside them, surprise guests The Mandalorian and Grogu and BDX droids from “Star Wars: Galaxy’s Edge” helped set the stage for a conversation about how Disney’s most iconic characters are expanding beyond the screen into real-world experiences.
In a surprise appearance at Disney’s “The Future of World-Building” panel, Downey took the stage to unveil “Stark Flight Lab,” a new ride set to open at “Disney California Adventure” in Disneyland. The attraction, designed to “immerse guests in the high-tech world of Stark Industries,” is expected to push the boundaries of theme park innovation with a first-of-its-kind ride system. Drawing inspiration from the robotic arms seen in “Iron Man,” the experience will blend advanced robotics with storytelling in a way “never before attempted” in a Disney park.
Downey, who has worked with Disney and Marvel for over 15 years, reflected on his deep connection to Tony Stark’s world. “It’s the privilege of a lifetime,” he said. “The Imagineers are the living embodiment of the Stark Enterprises mission statement—curiosity, passion, inventiveness, the occasional flair for the dramatic, and most of all, the drive to put something good out into the world.”
The SXSW panel, which focused on the evolution of storytelling and immersive experiences in Disney parks, provided a rare glimpse into how the company blends cutting-edge technology with narrative-driven attractions. Vaughn explained how “Stark Flight Lab” will push the boundaries of theme park innovation, allowing riders to experience gyro-kinetic pods that transfer between ride tracks and robotic arms—a first for any Disney attraction.
“Usually, we hide all the tech so guests can focus on the story,” Vaughn said. “But this time, the technology is the story.”
The attraction will transport guests into Tony Stark’s R&D workshop, where they’ll interact with his robotic assistants, Dum-E and Dum-U, made famous in the “Iron Man” films. Exclusive footage shown at the panel showcased how Imagineers worked with dancers and choreographers to develop realistic movement patterns for the ride’s robotic elements.
Downey has been a driving force behind the Marvel Cinematic Universe (famously coined as the MCU) since 2008, when he starred in “Iron Man,” the film that launched what would become the highest-grossing franchise in cinematic history. Over the years, he reprised his role as Tony Stark in several Marvel films, culminating in “Avengers: Endgame” (2019), where his character made the ultimate sacrifice to save the universe.
Beyond the screen, Downey’s influence has extended to Disney theme parks. In 2019, he was honored as a Disney Legend for contributing to the company’s success. His portrayal of Tony Stark helped shape the “Avengers Campus” experience at “Disney California Adventure,” where fans can already interact with Iron Man-themed attractions, including the “WEB SLINGERS: A Spider-Man Adventure” ride and “Avengers Headquarters.”
Introducing “Stark Flight Lab” signals a continued expansion of Marvel-themed experiences in Disney parks. Downey hinted that this won’t be his last collaboration with the Imagineering team.
With Disney continuing to push the boundaries of theme park storytelling, “Stark Flight Lab” is expected to be what we’ve been waiting for in the Marvel universe—bringing Tony Stark’s world to life in a way that fans have never seen before.
“I want to stay with you all for the long haul,” Downey told the Disney team and crowd, hinting that his collaboration with Disney Imagineering is just starting.
Stay tuned for more updates on surprise appearances and SXSW news at WEBN.TV.