Marvel Experience

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Marvel Experience
Ride statistics
ManufacturerAbsolute Hollywood
DesignerAaron Sims[1]
Site area80,000 sq ft (7,400 m2)
Duration2 hours
Lead producers
  • Jason Rosen
  • Michael Cohl
  • Jesse Harris
VFX and animationRhythm & Hues
Prana Studios[3]
PrevisualizationThird Floor[3]
composerRandy Miller[4]
Production Companies
  • Marvel Entertainment
  • Hero Venture
  • S2BN Entertainment
websiteOfficial website

The Marvel Experience, or The Marvel Experience: The World's First Hyper-Reality Tour,[9] is a mobile interactive attraction featuring Marvel's characters run by Hero Ventures.


As early as 2011, Hero Ventures had approached Marvel Entertainment about a traveling attraction. A seven-figure upfront licensing fee with 15% median royalty (range of 10% to 20%) was agreed upon. Hero Venture then sought out additional funding for the project.[10]

Marvel Entertainment started their project in 1939, and since then, they have created 29 films with an overall budget passing 27,5 billion dollars.

On August 22, 2013, Marvel Entertainment announced that it was working with Hero Ventures on The Marvel Experience, a traveling production/attraction.[11]

On January 9, 2014, Hero Ventures unveiled the dome design image.[7] On October 10, tickets went on sale. A preview of the Experience was scheduled for Phoenix from December 12-January 3, 2015, then officially premiering on January 9, 2015, in Dallas.[12]

Due to popular demand at the time, Hero Ventures announced that the stay in San Diego would be extended until March 1, 2015, while heading to Chicago with its opening on April 2.[9] Instead, the show was reworked. The tour went to Philadelphia with plans to go to Chicago, New York, and St. Louis. In July, Hero Ventures announced that the show's summer tour would end early after its three-week run in Philadelphia. While no reason was given for the early end of the tour, refunds were to be issued for prepaid tickets.[5]


Dates City Location[8]
November 12, 2014 - January 3, 2015 Phoenix Salt River Fields at Talking Stick
January 9, 2015 - February 1, 2015 Dallas Cotton Bowl
February 7, 2015 - March 1, 2015[9] San Diego Del Mar Fairgrounds
June 19, 2015 - July 5, 2015 Philadelphia Lincoln Financial Field[6]

Each tour stop lasts from 17 to 24 days. Each location of the attraction is expected to cost $2.5 million which will be offset by ticket, merchandise, and concession sales on a rented 2-acre lot. The attraction is expected to handle a maximum of 10,000 visitors. There will be scheduled entry times for attendees at seven-minute intervals to avoid overcrowding.[10]


The $30 million attraction was designed with a dome complex two football fields in size, "4D motion ride", projected animation, motion comics, virtual reality and holographic simulations while including social media.[11] Movie conceptual artist Aaron Sims was the designer on the attraction[1] with Jerry Rees as director and VFX by Rhythm & Hues and Prana Studios. Lexington Design + Fabrication produced the interactive elements.[3] The mobile dome complex is designed to look like a S.H.I.E.L.D. Mobile Command Center.[7] Domes were chosen as to not have to rent existing facilities that take up to 25% of the ticket price. PVC resin, polymer, and other elements are used to construct the domes making them expensive, but should be offset by the saving on facility costs. Absolute Hollywood live event company designed the structures that are six stories tall.[10]


Attendees will interact with several Marvel heroes and SHIELD agents during the two-hour performance[10][13] in which they fight the forces of Hydra with a final battle against the Red Skull, MODOK, and their Adaptoids.[14]

Kevin Smith was revealed in Del Mar, California as the voice of M.O.D.O.K.[9] Producers Michael Cohl and Jeremiah J. Harris were involved in producing Spider-Man: Turn Off the Dark.[5]

Hero Ventures[edit]

Hero Ventures, LLC
Typeprivate Limited liability company
FoundedNovember 14, 2012 (2012-11-14) in Los Angeles, US
  • Rick Licht
  • Doug Schaer
  • Jason Rosen
Number of locations
Key people
  • Rick Licht (CEO)
  • Doug Schaer (COO)
  • Jason Rosen (CPO)
Production output
Traveling attractions
Total equity$16.5 million[10]
Number of employees

Hero Ventures, LLC is an entertainment company that produces traveling shows.[11] The company is based in Westwood, Los Angeles.[10]

Company history[edit]

In 2009, Rick Licht started working full-time on a yet unnamed venture which was his and Doug Schafer's business idea that they had been discussing over the years. In 2011, Licht was joined by Schaer as chief operating officer and Jason Rosen as chief production officer.[10] Hero Ventures first approached the National Baseball Hall of Fame for a dome show, but was turned down. They then developed a new list of project partners that was topped with Marvel Entertainment, who agreed to a seven figure licensing deal for the movable dome show, which brought on Michael Cohl and Jesse Harris to pay the upfront fee.[10]

Hero Ventures (HV) was formed into a Limited liability company on November 14, 2012 (2012-11-14) in Los Angeles[16] by Licht, Schaer and Rosen.[15] Before the August 22, 2013 announcement of its first project, The Marvel Experience, the company received "A" round investment commitments from Steve Tisch, Roy P. Disney & Shamrock Holdings, Maurice & Paul Marciano, WWE, Vista Equity Partners president Brian Sheth, Ross Hilton Kemper, and Enlight Media to fund that project.[15][17] This raised funding of $16.5 million allowing them to move into an office in Westwood, Los Angeles and start taking salaries. Additional funding came from advances on royalties from vendors and $10 million from co-production partners with some partners taking profit participation.[10] With the announcement of Marvel Experience, several other IP holders started making inquires about doing similar projects for their properties, but HV held off on additional attractions until its current project was shown a success.[7]

On October 10, 2014, The Marvel Experience tickets went on sale.[12] In early December 2014, Magic Johnson was announced as an investor and member of its Board of Managers.[18] A preview of the Experience was scheduled for Phoenix from December 12-January 3, 2015, then officially premiering on January 9, 2015, in Dallas.[12]

See also[edit]


  1. ^ a b Clark, Noelene (January 9, 2014). "Marvel Experience first look: Touring attraction to feature ride, games". Los Angeles Times. Retrieved October 31, 2014.
  2. ^ Cornet, Roth (August 22, 2013). "The Marvel Experience Tour Coming in 2014". IGN. Ziff Davis. Retrieved November 5, 2014.
  3. ^ a b c Giardina, Carolyn (July 15, 2014). "'Marvel Experience' Taps Director Jerry Rees, VFX Vendors Rhythm & Hues and Prana". Hollywood Reporter. Retrieved November 5, 2014.
  4. ^ Solis, Jorge (February 4, 2015). "Randy Miller Talks The Marvel Experience, Writing Music For S.H.I.E.L.D., Spider-Man, & Avengers". Music Times. Retrieved February 24, 2015.
  5. ^ a b c Lincoln, Ross A. (July 5, 2015). "Touring Event 'The Marvel Experience' Experiences Abrupt Cancellation". Deadline Hollywood. Penske Business Media. Retrieved July 6, 2015.
  6. ^ a b "THE MARVEL EXPERIENCE Announces New Dates for 2015 Summer Tour". Broadway World. Wisdom Digital Media. May 7, 2015. Retrieved July 6, 2015.
  7. ^ a b c d Hughes, Mark (January 9, 2014). "First Images Of Marvel Superhero Theme Park Unveiled". Forbes. Retrieved 31 October 2014.
  8. ^ a b c Ng, Philiana (October 9, 2014). "The Marvel Experience Tour's First Dates and Cities Revealed". Hollywood Reporter. Retrieved November 5, 2014.
  9. ^ a b c d "The Marvel Tour Extends its Stay in Del Mar". Del Sol Magazine. February 19, 2015. Retrieved February 24, 2015.
  10. ^ a b c d e f g h i j k Polakoff, Jonathan (May 4, 2014). "SUPER RISKY?" (PDF). Los Angeles Business Journal. 36 (17): 1, 64. Retrieved November 4, 2014.
  11. ^ a b c Truitt, Brian (August 22, 2013). "Heroes hit the road for 'The Marvel Experience' in 2014". USA TODAY. Grannett. Archived from the original on October 9, 2014. Retrieved October 31, 2014.
  12. ^ a b c McIntyre, Gina (October 9, 2014). "Marvel Experience: Tour dates revealed for live-action domed attraction". Los Angeles Times. Retrieved November 5, 2014.
  13. ^ Clark, Noelene (January 9, 2014). "Marvel Experience first look: Touring attraction to feature ride, games". Los Angeles Times. Retrieved October 31, 2014.
  14. ^ "About the Experience". The Marvel Experience Hero Venture. Retrieved November 5, 2014.
  15. ^ a b c Graser, Marc (August 21, 2013). "Marvel Hits the Road with Touring Superhero Attraction in 2014". Variety. Penske Business Media. Retrieved November 4, 2014.
  16. ^ "Business Entity Detail: Hero Ventures, LLC". California Business Search. California Secretary of State. Archived from the original on March 15, 2015. Retrieved November 4, 2014.
  17. ^ Barnes, Brooks (August 22, 2013). "Marvel Superheros to Start Touring Next Year". New York Times. Retrieved February 24, 2015.
  18. ^ Hamedy, Saba (December 2, 2014). "Magic Johnson joins 'The Marvel Experience' as investor, board member". Los Angeles Times. Retrieved February 24, 2015.

External links[edit]