Founded by sports and entertainment industry entrepreneurs Rick Licht and Doug Schaer, Hero Ventures is dedicated to producing unique themed entertainment experiences. Cohl, former Live Nation Chairman, and PRG founder Harris will serve as lead producers. The team is rounded out by co-founding partner Jason Rosen.
The Marvel Experience is described as "a 'first-person' Super Hero adventure in which audiences step into the Marvel Universe to become a part of the story and the action. Innovative tour elements include a one-of-a-kind, traveling dome complex the size of two football fields developed exclusively by Hero Ventures. In addition to the 4D motion ride and 3D animated features, other components will include digitally projected animation, motion-comic origin stories, virtual reality and holographic simulations, original merchandise and integrated social media touch points all carefully woven into the rich narrative story line."
"The Marvel Universe just keeps getting hotter, as seen by the massive world-wide box office and merchandise success of their characters," said Cohl in a statement. "We can't wait to bring our Marvel vision to life in this first-of-its-kind event."
Marvel's VP of business development, Sean Haran, added, "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."