The man who put the Rolling Stones back on the road and Spider-Man on Broadway is now going to bring Marvel’s costumed characters to life in a town near you. In a partnership between Marvel and live entertainment producer Hero Ventures, former Live Nation chairman and Spider-Man: Turn Off The Dark producer Michael Cohl will produce the Marvel Experience. Described as a “first-person superhero adventure” and set to debut next year, the $30 million themed production will feature dozens of Marvel characters combined with multimedia technology, original 3D animated movies and a 4D motion ride, all in a traveling dome complex the size of two football fields. The plan is to bring the Marvel Experience to two dozen cities around the US in 2014 with weeklong stays in each. “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 Sean Haran, Marvel’s VP Business Development, in a statement Wednesday. Spider-Man co-producer and veteran stage and touring Jeremiah Harris also will produce the Experience along and Hero Ventures’ Jason Rosen a former Sony Pictures exec. Hero Ventures was founded in June 2012 by former Gersh player agent Doug Schaer and sports lawyer Rick Licht.
The Marvel Experience partnership with Hero Ventures allows the Disney-owned company to get some themed attraction value out of its heroes even if it isn’t in a Disney theme park. Despite the upcoming attraction linked to the Thor sequel and the suits from the Iron Man movies on display this summer at Disneyland, a Marvel deal with Universal Studios theme parks that was put in place before Disney bought it in 2009 leaves the company unable at present to have Iron Man, Spider-Man, X-Men rides in its own venues like its Florida parks. Not that the Marvel Experience won’t have some actual Disney in it. Walt’s grandnephew Roy P. Disney is one of the investors in the production along with Forrest Gump producer Steve Tisch and others.