Escape rooms, haunted houses, immersive art, speakeasies, tiki bars, the world is increasingly aglow in awesome immersive attractions.

We're moving towards what we call, "the unbundling of the theme park."

The tools to build Disney Imagineering-caliber attractions are now available to everyone, and individual creators have been empowered to create mind blowing experiences in strip malls and warehouses around the world.

"Morty" is a subtle nod to this phenomenon. Walt Disney was originally going to call Mickey Mouse, "Mortimer." His wife thought it was a bad name and vetoed it.

But we think it's way cooler than Mickey, and nobody has talked us out of it yet...