Disney is staking out every corner of the entertainment business these days.
With the advent of computer games, it seems natural it should marry its animation technology and theme-park expertise to come up with another genre of entertainment for those who want to spend a day enjoying themselves indoors.
The rides in its theme parks make it easy to forget the work and investment its studios have put into creating some of the best animation of our time.
Orlando's 100,000-square-foot DisneyQuest in Downtown Disney West Side - promoted as the 'ultimate interactive adventure' - is an attempt by the global brand to change that.
The flagship store opened in June last year, followed by a second complex in Chicago in June this year. Another is scheduled to open in Philadelphia next summer.
The name DisneyQuest almost gives the impression of an arcade centre of animated shoot 'em ups or pinball machines, and the windowless facade is forbidding. But calling it an arcade centre does it an injustice.
