Disneyland wants the visitors to its upcoming Star Wars: Galaxy’s Edge land to pick a side. Will you stand with the Resistance or the First Order — with the feisty rebels or the unyielding Galactic authority?

That’s all nice to ask us, but I want to know which side Disney will pick.

With this new Star Wars land, is Disney looking to become the creative rebel, breaking the established traditions of the theme park industry, or is it throwing around its authority as the industry’s leader, looking to strike a killing blow against upstart competitors?

As far as those competitors might be concerned, it really doesn’t matter on which side Disney sees itself. Star Wars: Galaxy’s Edge and Disneyland’s marketing around it represent a major challenge to everyone else in the industry — one to which other parks must respond if they want to hold on to their market share.

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Last week, Disneyland introduced a new annual pass tier, the Disney Flex Pass, that allows people to book reservations to visit on days that would have been blocked out before on similarly-priced passes. It’s a strong move to win back fans who felt that Disney had priced them out over the years, while making the parks more attractive to others who had been put off by the high price of visiting.

Knott’s Berry Farm has cracked the nation’s top 10 theme park in attendance in part by attracting fans looking for a better value than they saw in Disney. Up the 5, Universal Studios Hollywood has watched its attendance soar thanks to its Wizarding World of Harry Potter, which set a creative standard that Disneyland built Galaxy’s Edge to surpass.

Both parks found success by positioning themselves as attractive alternatives to Disneyland. But in all honesty, both Knott’s and Universal are trying to do the same thing that Disney is — to make as much money as possible while not compromising guest experience to the point where people stop coming.

Creatively, Knott’s Berry Farm is responding to Galaxy’s Edge by reinvesting in its heart. Calico River Rapids extends the story of Knott’s Ghost Town with a world-class upgrade of the old Bigfoot River Rapids ride. Universal Studios Hollywood is responding with one of its biggest franchises, by upgrading its old Jurassic Park flume ride into a new, high-tech Jurassic World experience.

Knott’s is attacking Disney on price by offering an annual pass that’s good every day the park is open for the same price as Disneyland’s lowest-priced one-day ticket. Universal has been trying a variety of annual pass programs since it opened its Potter land, but recently has revived a popular nine-month California Neighbor Pass that’s available to everyone and includes most days for the same price as Disneyland’s peak period one-day pass.

As a Disneyland executive told me, “you can’t have ‘Star Wars’ without the war.” Well, Disney has started a theme park war in Southern California. But if the results are more world-class attractions with more flexible and attractive ticket pricing, this might be the rare war that everyone wins.