Marvel Superheroes Getting Their Own Arena Show

4:51 PM PST 03/13/2013 by Paul Bond
"The Avengers"

The Disney unit has partnered with Feld Entertainment, the company behind "Disney on Ice," to launch a show in July 2014 that will feature the likes of Spider-Man and The Avengers.

Disney has struck a deal with Feld Entertainment to bring live shows featuring Marvel superheroes to arenas worldwide beginning domestically in July 2014.

Feld, which produces the Ringling Bros. and Barnum & Bailey Circus, has a 33-year relationship with Disney, given that it produces several different versions of Disney on Ice and Disney Live, as well as Disney’s Phineas and Ferb: The Best Live Tour Ever! 

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Financial details of the arrangement weren’t disclosed, though published reports suggest that production costs for the show, to be named Marvel Universe Live, will exceed $10 million.

Disney purchased Marvel for $4 billion nearly four years ago and consistently has expressed a desire to monetize the subsidiary’s superhero assets in creative ways, though without diluting their brand appeal.

“Feld Entertainment has the experience and expertise to showcase our characters like no other company and bring them to audiences everywhere," said Marvel Studios vp business development Sean Haran.

The roadshow, expected to feature appearances from Spider-Man, The Avengers and X-Men, will kick off with an 85-city tour in the U.S. before heading to foreign territories.

Live stadium shows are a lucrative, family-friendly business that DreamWorks Animation also has embraced via its How to Train Your Dragon Live Spectacular, which it produces in conjunction with Global Creatures, the company behind Walking With Dinosaurs, which has been seen by 7 million people worldwide. Global Creatures also produces War Horse and is working on a live musical show starring King Kong that premieres in June in Australia.

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