Harry Potter is at Universal Studios rather than Disney because of a clash over creative control in the mid-2000s. When J.K. Rowling first entertained offers for a theme park, Disney was the frontrunner. However, Rowling insisted on a level of immersion that Disney's "standard" practices couldn't accommodate at the time; she reportedly wanted a high level of detail, a specific scale for Hogwarts, and the removal of "standard" theme park elements like neon signs or non-thematic food (like burgers and fries). Disney executives allegedly refused to grant Rowling the final creative approval she demanded, wanting to keep control in-house. Universal, however, was willing to "give in" to her strict terms to secure a franchise that could compete with Disney. They worked closely with the films' production designers to create a level of immersion that was unprecedented in 2010. The success of the "Wizarding World" actually forced Disney to up their game, leading to the creation of high-detail lands like Pandora and Galaxy's Edge.