Because to the brand marketers who run Disney, theme parks are just another medium for synergizing brands. As Neal Gabler wrote in the L.A. Times:
Originally Posted by fifthrider
"Disney is betting that in this post-modernist entertainment culture, audiences care more about the name 'Marvel' or 'Star Wars' than about the actual movies or TV shows or video games to which those names are attached....
It used to be that the movie created the brand, which is exactly how George Lucas built his empire. Now the brand creates the movie. And it used to be that all the merchandise was ancillary to the movie. Now the movie is ancillary to the merchandise. The holy grail of Hollywood has always been trying to find a way to make movies that sell themselves without the movies necessarily having to be any good. With the acquisition of Marvel and now of Lucasfilm, Disney may have finally found the grail. You don't need imagination or art. All you need is a brand."