are: It All Begins with a Story Creative Intent Attention to Detail Theming Long, Medium, and Close Shots Wienies Transitions Storyboards Pre-Shows and Post-Shows Forced Perspective "Read"-ability Kinetics The "It's a Small World" Effect Hidden Mickeys Plussing Walt Disney coined the term "plussing" for the process of constantly striving to perfect Imagineering work. Disney believed that there is always room for innovation and improvement, stating "Disneyland will never be completed as long as there's imagination left in the world". This sometimes takes the form of returning to previously abandoned ideas, such as the rework of the Museum of the Weird wax museum concept into the present The Haunted Mansion. The Art of the Show Disney theme parks are storytelling and visual experiences, also known as “The Art of the Show.” The use of theming, atmosphere, and attention to detail are essential in the Disney experience. Creative director John Hench noted the similarities between theme park design and film making, such as the use of techniques including forced perspective. One notable example of forced perspective is Cinderella Castle in Magic Kingdom at Walt Disney World. The scale of architectural elements is much smaller in the upper reaches of the castle compared to the foundation, making it seem significantly taller than its actual height of 189 feet. The attraction, Pirates of the Caribbean, evokes a “rollicking buccaneer adventure,” according to Hench. In contrast, the Disney Cruise Line ships create an elegant seafaring atmosphere. Minor details in theme park shops and restaurants are crucial; these include the menus, names of the dishes and the Cast Members’ costumes. When guests walk down the area of Main Street, U.S.A., they are likely to notice a bakery fragrance, reminiscent of suburban America in the 1900s. In addition to theme parks, Imagineering has devised retail stores, galleries, and hotels which have "stories" and create a specific mood. For instance, the Disney's Contemporary Resort features an A-frame structure, modern décor and futuristic features including a quiet monorail in the lobby. These details reinforce the hotel's contemporary nature. In 2010, Disney Educational Products produced a series of videos called The Science of Disney Imagineering. Each video was presented by Imagineer Asa Kalama and focused on a different science subject. Each video featured at least one Disney attraction, to show how science was used in them. These science subjects include Gravity, Trajectory, Levers & Pulleys, Fluids, Energy, Design & Models,