"Marvel Universe LIVE!" debuts in Tampa on July 10 and will
hit 85 cities including New York in August, marking the
character licensing company's most ambitious move into live
Marvel seeks to emulate the success of its parent company, Walt
Disney Co, in translating popular film and television into a
lifestyle brand with wide consumer reach.
"This is legacy building," said Tom Marvelli, Marvel's vice
president of global creative services and live events, who
expects the show to appeal to both adult fans and their
children. "For the first time, they are going to get to see the
characters right in front of them, fighting it out and
The show features more than 25 characters -- from Wolverine and
the Avengers' Captain America and Hulk to rivals Loki, Green
Goblin and Doctor Octopus -- in a duel for control of the Cosmic
Cube, a coveted and feared power source in the Marvel realm.
The plot fuels an almost non-stop sequence of action scenes,
orchestrated by the stunts coordinator for "The Amazing
Spider-Man" movies. Among the highlights are a car that flips,
racing motorcycles, and a bad guy who goes up in flames.
The production features a stage that doubles as a massive
projection screen, transporting audiences from Manhattan's
skyscrapers to the far-flung desert while heroes and villains
fight battle after battle.
The action takes place as much in the air as on the ground, with
costumes designed to move according to characters' powers,
producer Juliette Feld said. Spider-Man swings on a pendulum,
while Iron Man has a jet-propulsion effect.
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The tour is expected to go on to Canada and the UK, although no
dates are set.
The concept was pitched by Feld Entertainment, a family-owned
company that puts on the Ringling Bros. and Barnum & Bailey circus,
building on its three-decade relationship with Disney.
Feld produces the popular "Disney on Ice" and "Disney Live!" tours
and has featured Marvel-themed cars at its Monster Jam events.
"We saw the success of the films. The characters are so endearing,
so relatable and so well loved," said Feld, executive vice president
of the Florida-based company. "We really wanted to bring them to
life and expand our portfolio."
She declined to discuss the cost of the production, which has been
two years in the making. Marvel will share in the revenues
generated, said Marvel executives, declining to provide additional
The show, while suitable for most ages, especially targets 5- to
Producers hope to lure audiences into the action with a new Marvel
collectible, the Lectro Link. The interactive wristband, on sale at
performances for $25, provides a remote power source for the Iron
(Editing by Mary Milliken and Leslie Adler)
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