They created a character dining experience with the Marvel characters. The big problem is unless it's a huge blockbuster (or an attempt at one) some execs in UC don't want to try and invest in it. So that then leaves food & bev and entertainment holding the bill. UC is improving the rest of the resort, food & bev is catching up to Disney, and entertainment is doing HHN and focusing on Christmas. Marvel is a stable land, why put in a new ride when Dragon Challenge needs to be replaced, there are issues at USF, VB is being built, a third park, etc.