The attraction was set within a series of large inflatable domes, covering about 2 acres, and was designed to provide a fully immersive experience for Marvel fans.

Visitors could engage in various activities, including interactive games, motion rides, 3D and 4D experiences, augmented reality, and more, all centered around Marvel’s iconic superheroes.

The attraction faced mixed reviews from attendees, with some praising the immersive environment and others pointing out issues such as technical glitches and long wait times.

[11] Due to its popularity, Hero Ventures announced an extension of the San Diego stay until March 1, 2015, and a shift in plans to visit Philadelphia before heading to Chicago, New York, and St. Louis for the show's opening in April of 2015.

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.

[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.

[9] 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.

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.