The media lab is really just a place for the company to try out new methods of advertising within media. It adds value to the company when it comes to selling ads. For example, the NBCU can be working on some sponsorship with Toyota for snapchat ads (i'm making this up) and say "We tested this in our Media Lab. 78% of people said they liked it!" or whatever.
Putting it in a theme park is ideal since you have an endless stream of people from many demographics at your disposal, every day.
I don't know, however, if this concept will be adjusted for a theme park, i.e. having some sort of attraction component.