×

Marvel Hits the Road with Touring Superhero Attraction in 2014

Hero Ventures to produce $30 million "The Marvel Experience" to visit 20-24 cities starting spring 2014

Marvel’s superheroes will hit the road next year with “The Marvel Experience,” that will go on tour next year.

The $30 million attraction will feature dozens of the comicbook company’s iconic characters and utilize various multimedia storytelling techniques — including a 4D motion ride, 3D animation, digital projectors, motion comics, virtual reality and holographic simulations.

Overall experience is designed as a “first person” superhero adventure in which they become part of the story and action.

Design of the attraction involves a a traveling dome complex the size of two football fields developed by Hero Ventures that will visit around 20 cities in its first year.

Hero Ventures is developing a themed entertainment concept that we expect will be a transformative, traveling destination that will deliver to fans and families an exciting, groundbreaking and unique experience,” said Marvel’s VP of business development, Sean Haran.

Hero Ventures, co-founded by sports and entertainment entrepreneurs Rick Licht, Doug Schaer and Jason Rosen, is producing the themed experience. Michael Cohl, former Live Nation chairman, and “Spider-Man: Turn Off The Dark” co-producer and PRG founder Jeremiah “Jere” Harris serve as lead producers.

SEE ALSO: Thor Is Headed to Disneyland

The themed tour comes as Disney owned Marvel is firing on all cylinders. “Iron Man 3” has earned over $1.2 billion since May, while “Thor: The Dark World” is out in November, followed by “Captain America: The Winter Soldier” and “Guardians of the Galaxy” next year.

“The Marvel Universe just keeps getting hotter, as seen by the massive world-wide box office and merchandise success of their characters,” Michael Cohl said. “We can’t wait to bring our Marvel vision to life in this first-of-its-kind event.”

The Los Angeles-based firm recently locked down a round of financing to develop the Marvel attraction.

Initial “A” round investors include film producer and co-owner of the NFL’s New York Giants, Steve Tisch; Roy P. Disney and Shamrock Holdings; Guess Jeans co-founders Maurice and Paul Marciano; WWE; Vista Equity Partners president Brian Sheth; Ross Hilton Kemper and Enlight Media.

Tisch, Shamrock’s Stanley Gold, Maurice Marciano, WWE’s Basil V. DeVito, Jr. and Enlight’s David B. Miller will serve alongside Licht, Schaer, Cohl and Harris on Hero Ventures board of directors.

“The dynamic creative elements we’re developing are going to enable anyone to feel like a superhero like Spider-Man or Captain America,” said Hero Ventures’ CEO Rick Licht. “We couldn’t be more excited about our partnership with Marvel.”

Marvel has a similar attraction inside Madame Tussaud’s wax museum in London, featuring Iron Man, the Incredible Hulk, Spider-Man and other characters, along with a nine-minute animated 3D film that involves 4D effects like blasts of wind and water and vibrations. The project was produced with Marvel and involved animators in India and Los Angeles.

Popular on Variety

More Biz

  • Two bull statues are displayed outside

    Alibaba Delays Hong Kong Share Listing (Report)

    Against a background of political tension in Hong Kong, Chinese tech and entertainment giant Alibaba is reported to have delayed its planned share listing in the Asian financial capital. Reuters cited two unnamed sources in a report Wednesday on the decision to postpone. One said that the delay was approved at a board meeting the [...]

  • Mass Appeal and Universal Launch Hip-Hop

    Nas, Mass Appeal and Universal Music Launch Hip-Hop Label in India, Sign Divine

    Mass Appeal and Universal Music Group today announced the launch of Mass Appeal India – a new label dedicated to amplifying India’s burgeoning hip-hop culture on a global scale. The new label’s operations will be based Universal Music India’s headquarters in Mumbai and will function as a multi-channel partnership between the two companies. According to the announcement, Mass Appeal India will sign and [...]

  • Harvey Weinstein, center, arrives to court

    Weinstein's Attorneys Seek to Move Trial to Long Island or Albany

    Harvey Weinstein’s attorneys want his rape trial moved to Long Island or Albany, citing the “circus-like atmosphere” surrounding the courthouse in Manhattan. Weinstein is set to go on trial on Sept. 9 on five charges of rape and sexual assault. The disgraced producer faces a potential life term if convicted. In a motion to the [...]

  • Edge, left, Adam Clayton, and Bono

    New York’s PlayStation Theater to Close (EXCLUSIVE)

    New York’s PlayStation Theater, a 2,100-capacity venue located in Times Square and operated by Bowery Presents, will close at the end of 2019, a source close to the situation tells Variety. The venue will close with a New Year’s series of shows from the Disco Biscuits. The theater, which is located two stories beneath the [...]

  • Courtesy of Earwolf

    How Lauren Lapkus Tossed the Script and Created a Podcasting Hit

    Lauren Lapkus has tossed the script on what makes most podcasts a hit. At a time when many of the most downloaded shows are true crime investigations or celebrity interviews, she’s doing something entirely different on each episode of “With Special Guest Lauren Lapkus.” Each hour-long installment is a free-wheeling, completely improvised ride. One show [...]

  • WWE NXT

    WWE's 'NXT' Moves to USA Network as Wrestling Competition Heats Up

    WWE has struck a deal to move its “NXT” franchise focusing on rising stars to USA Network starting next month. “NXT” will shift to USA from the WWE Network subscription streaming service as of Sept. 18. The deal comes as USA is about to lose WWE’s “SmackDown” showcase to Fox starting in October. USA is [...]

More From Our Brands

Access exclusive content