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Comic News:
Marvel Comes To Niagara
By Brian Jacks


Hot off the heels of Marvel's most recent success, 20th Century Fox's Daredevil, the Canadian Niagara Group has announced plans to launch the world's first "retail-tainment" destination based on the world-famous Marvel comic book characters -- Marvel's Adventure City.

The site, scheduled to open at the 20-acre Falls Avenue Complex in Niagara Falls, May 2003, coincides with a summer Marvel movie charge led by the highly anticipated sequel to Fox's X-Men as well as the debut of Marvel's next movie franchise, Universal's The Hulk.

Article continued below advertisement

For the project, Marvel Enterprises has licensed its core super heroes to Canadian Niagara Group who will be responsible for all financing and construction costs for the approximately 30,000 square foot structure. Marvel's Adventure City will feature attraction-based rides and games as well as a retail center containing exclusive Marvel merchandise. The retail-tainment facility will be the cornerstone attraction at Niagara Falls' only entertainment destination, which is visited by 12 million tourists per year.

"I believe this is the first retail-tainment site of its kind," said Paul Gitter, Vice President Consumer Products/Retail Development for Marvel Enterprises. "Never before has there been a branded destination that combines the interactive entertainment of a theme park with merchandise of a fine retail store in a moderately sized location at such a low cost to the consumer. Marvel's Adventure City extends the Marvel brand to the retail level and offers consumers a complete Marvel experience from the moment they enter the location until the time that they leave."

Marvel's Adventure City is being created by Forrec, the same company that designed LEGOLAND and Marvel's popular Super Hero Island at Universal Studios Orlando Theme Park's Islands of Adventure -- where the Marvel themed rides consistently rank among the top-rated attractions.

The design will resemble a virtual Marvel Universe highlighted by rides and attractions featuring some of the Company's best known super heroes including: Spider-Man, The Incredible Hulk, The X-Men and the newly introduced pre-school property Spider-Man and Friends.


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