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, also known as The Marvel Experience: The World’s First Hyper-Reality Tour, was a mobile interactive attraction featuring Marvel’s characters, produced by Marvel Entertainment, Hero Ventures, and S2BN Entertainment. It is currently inactive.


As early as 2011, Hero Ventures had approached Marvel Entertainment about a traveling attraction. They agreed upon a seven-figure upfront licensing fee with 15% median royalty (range of 10% to 20%). Hero Venture then sought out additional funding for the project.[9]

On August 22, 2013, Marvel Entertainment announced that it was working with Hero Ventures on The Marvel Experience, a traveling production and attraction.[10]

On January 9, 2014, Hero Ventures unveiled the dome design image.[7] On October 10th, tickets went on sale. A preview of the Experience was scheduled for Phoenix from December 12th to January 3rd, 2015, then officially premiered on January 9, 2015, in Dallas.[11]

Due to its popularity, Hero Ventures announced an extension of the San Diego stay until March 1st, 2015, and a shift in plans to visit Philadelphia before heading to Chicago, New York, and St. Louis for the show's opening on April 2nd.[12] Instead, the show was reworked. The tour went to Philadelphia, with plans to visit Chicago, New York, and St. Louis. In July, Hero Ventures announced that the show's summer tour would end prematurely, after only a three-week run in Philadelphia, for reasons not disclosed. Prepaid ticket holders given refunds.[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[12] San Diego Del Mar Fairgrounds
June 19, 2015 - July 5, 2015 Philadelphia Lincoln Financial Field[6]

Each tour stop was slated to last between 17 and 24 days. The cost of each attraction location is estimated to be $2.5 million. However, this cost is offset by the sales of tickets, merchandise, and concessions from a rented 2-acre space. The attraction is capable of receiving no more than 10,000 visitors, and there will be scheduled entry times for attendees every seven minutes to prevent overcrowding.[9]


The $30 million attraction consisted of a dome complex, which is equivalent in size to two football fields. It featured a "4D motion ride", projected animation, motion comics, virtual reality, and holographic simulations along with social media.[10]

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 to avoid renting existing facilities, which can consume up to 25% of the ticket price.

The domes were constructed from PVC resin, polymer, and other components. The structures, designed by Absolute Hollywood live event company, are six stories tall.[9]


Attendees interacted with several Marvel heroes and S.H.I.E.L.D. agents during the two-hour performance[9][13] in which they fought 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.[12] Producers Michael Cohl and Jeremiah J. Harris were involved in producing Spider-Man: Turn Off the Dark.[5]

Hero Ventures[edit]

Hero Ventures, LLC
Company 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[9]
Number of employees

Hero Ventures, LLC is an entertainment company that produces traveling shows.[10] The company is based in Westwood, Los Angeles.[9]

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.[9] 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.[9]

Hero Ventures (HV) was formed into a Limited liability company on November 14, 2012 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 millions from co-production partners with some partners taking profit participation.[9] 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.[11] 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.[11] They are no longer touring.

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 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.
  10. ^ a b c Truitt, Brian (August 22, 2013). "Heroes hit the road for 'The Marvel Experience' in 2014". USA TODAY. Grannett. Retrieved October 31, 2014.
  11. ^ 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.
  12. ^ a b c "The Marvel Tour Extends its Stay in Del Mar". Del Sol Magazine. February 19, 2015. Retrieved February 24, 2015.
  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]