I like this point, because your examples actually highlight some of the issues. Tron is a large, brightly lit/colored coaster that serves a second weenie in Tomorrowland. WaterWorld is a loud, open-air stunt show you can hear outside its venue. In both of those, have a sense of exactly what they are without getting in line. They trigger curiosity and interest despite their IPs.
Bourne looks like nothing. It can only rely on its signage and the IP to actually draw attention to it. T2:3D was more engaging IP with a better sign. Honestly, Bourne could probably do with a large screen over the entrance with a splash video of what the attraction is.