Magnetism, Motion, Animal Adaptations: Communication, Friction, and Electricity. Mickey's Ten Commandments In 1991, Marty Sklar (then-president of Imagineering) presented ten commandments attributed to Mickey Steinberg (the vice president of Imagineering). They are: Know your audience Wear your guest's shoes (don't forget the human factors; try to experience the parks from the guests' point of view) Organize the flow of people and ideas (ensure experiences tell a story that is organized and logically laid out) Create a "Wienie" (Walt Disney's term for a "visual magnet") Communicate with visual literacy (use a dominant color or shape or building to reinforce a theme) Avoid overload—create turn-ons (do not offer too much detailed information) Tell one story at a time (put one 'big idea' in each show so guests leave with a clear understanding of the theme) Avoid contradictions—maintain identity (avoid irrelevant or contradicting elements; make sure the audience has a clear idea of what is being said) For every ounce of treatment, provide a ton of treat (take advantage of the distinction of the theme park, which is that it encourages active participation, compared to passive entertainment) Keep it up (do not become complacent or allow things to run down) Innovation Imagineering has been granted over 300 patents in areas such as advanced audio systems, fiber optics, interactive technology, live entertainment, ride systems and special effects. Imagineering pioneered technological advances such as the Circle-Vision 360° film technique and the FastPass virtual queuing system. Audio-Animatronics Imagineering is known for its development of Audio-Animatronics, a form of robotics, used in shows and theme park attractions that animate objects in three dimension (3D). The idea originated from Walt Disney's fascination with a mechanical bird that he purchased in New Orleans, which later led to the development of the attraction, The Enchanted Tiki Room. The attraction, which featured singing Audio-Animatronic birds, was the first to use this technology. In the 1964 World's Fair, a 3D figure of Abraham Lincoln was represented. The animated Lincoln delivered part of the Gettysburg Address for the "Great Moments with Mr. Lincoln" exhibit, the first human Audio-Animatronic figure. Today, Audio-Animatronics are featured in many attractions, including Pirates of the Caribbean, The Haunted Mansion, The Hall of Presidents, Country Bear Jamboree, Star Tours—The Adventures Continue, and Muppet*Vision 3D. Guests have also had the opportunity to interact with Audio-Animatronic characters, such as Lucky the Dinosaur, WALL-E, and Remy from Ratatouille. The next wave of