Alton towers has the potential to be innovative with the displays they create, however the past few years have lacked any creativity. They have delivered sub-par displays which can be seen at many venues for a significantly lower cost (considering the park is usually so busy it's difficult to get on many rides, i managed 3).
At the towers they have creative teams that should be able to put on not just a display, but also a show. Even without full blown story lines and cheese, it's possible to convey a story or theme through the music choice and fireworks alone. There is no NEED for projectors and fancy projector screens (be it mist of a giant globe).
They tend to overuse the wide beam lasers, which look good in short burts to fill an otherwise empty sky... however if you are to use them while ariel shots are exploding it can make the effect look less contrasting and therefore less impressive. If lasers must be used, they should keep to the tight single beam while fireworks are going off.
As well as lasers and fireworks there is a multiude of effects which can add to the show without being overly expensive.
Things such as "dancing flames" which featured at Jubilees "festival of fireworks" at catton hall (by another pyro company though, not jubilee) seen here -
http://youtu.be/2Yqg-8uIpNs can be VERY effective, and warm the crowd up on a cold night.
The reuse of the exact same voice (and dubbing alton towers into a song) came off as cheap the second time around. Ok towers, you got your laugh ... now REALLY entertain us... be original.
I really don't understand Alton Towers efortless approach to both scarefest and fireworks. They are both events BUILT for a theme park, and with a coloured bulbs and projections you can create a really majical experiance.
Imagine for a second they put projectors in the windows of the towers showing people walking around it or even more creepy/fun things after dark! The ruins could really come to life! Make their beautiful grounds into something worth looking at after dark! Simple, cheap and you can update it every year!
I won't be attending this year, as much as i love fireworks. Unfortunatley university has to take priority... but will be watching it after hoping they have outdone themselves!
Edit: Just as a BTW. They use sodium salts to make both "yellow" and "gold" fireworks. There are fireworks which are sold as yellow, and i believe they tend to use sodium chlorate stars.