I don't agree fully with Wardley on the IP issue to be honest. Sure, it helps to have a Jurassic Park or Spider-Man on the ride to draw people in, but I'm not convinced it's absolutely critical as he feels it is.
I personally have a soft spot for dinosaur style rides and, when done well, they can be immersive, quite frightening and certainly bring the element of escapism in. We no longer live in the 90s, so new technology can bring these things to life in a way that hasn't even been done by Universal (as good as the JP ride is there, the dinosaurs don't look particularly life like.)
Perhaps something new could be done. As much as I don't like the shoot em up element of duel, the technology could be used quite well. Imagine an indoor attraction where a Jurassic rain forest is simulated, hot air, warm rain, rivers and the constant noise of dinosaurs. You're in the middle of it, in a group, armed with guns for protection, occasionally dinosaurs jump out at you and you have to fend them off, no point scoring or stupid red lights, just survival. It would be awesome, and even better if they could somehow keep you on foot rather than in a vehicle.
Probably would be very expensive and out of Altons budget or size restrictions but a cool way to utilise new technology and the dark ride genre without resorting to pre made ideas.