Comics Come Alive

Only in Hollywood (or its environs) can you dine with such famous comic book heroes as Spider-Man, the Incredible Hulk and Captain America.

Universal Studios’ latest creation, Marvel Mania, is a 25,000-square-foot virtual entertainment restaurant where the legendary universe of Marvel comic superheroes comes to life. During the restaurant’s grand opening ceremony this week, Spider-Man appeared in the sky and later blew open a web with an explosion and lots of smoke.

With stunts like these, who cares about the food? This is one of those places where people come for the atmosphere, and a festive one it is. Straddled between CityWalk and Universal Studios, Marvel Mania will surely be more popular for its entertainment than its dishes.

There are state-of-the-art special effects that include a sophisticated video system and interactive technology. Even the restrooms are fun. Every few seconds popular comic book heroes pop up in the mirror accompanied by startlingly loud sound effects. Just another Hollywood touch.

“The place was four years in the making,” said Dana Moreschead, executive director of creative services at Marvel. “We wanted to make sure it wasn’t just a warehouse with a bunch of art in it. So there was a lot of blood, sweat and tears shed by the design group.”

The outside is decorated with massive figures of Human Torch, Storm, Spider-Man and the Incredible Hulk.

Guests enter the restaurant through a futuristic decompression chamber with flashing lights, sirens and vapors that go off as they walk through.

Upon entering, patrons are greeted by a life-size figure of Ironman rotating inside a glass case. The lobby also has many precious Marvel artifacts encased in museum-like kiosks.

Among them is Bill Everett’s rejected cover sketch of Marvel comics No. 1 (edition) in 1939. There’s also one of the only known mint copies of the 1940s Captain America Sentinels of Liberty fan club pins with the original ad from a Captain America book. Near it are original character sketches depicting the development of new armor for Crimson Dynamo, one of Marvel’s greatest super villains.

Among the collection of Marvel music artifacts on display is the first vinyl pressing from Paul McCartney & Wings’ 1976 single, “Magneto & the Titanium Man,” who are two of Marvel’s most famous villains.

“Getting all that stuff wasn’t easy,” Moreschead said. “We went to auctions and did a lot of legwork to get some of it.”

The rest of the inside looks like the middle of a superhero galaxy. The carpet appears to have flames coming out of it and the center of the restaurant has a 20-foot video screen featuring original animated Marvel comic shows. Four themed dining rooms are furnished with TV screens and motion-sensor booth cushions synchronized to vibrate with the video screen’s animated scenes.

Even the menus, which guests can take home, are designed to look like Marvel comic books. Food choices range from an Iron Man Burger with fries for $7.95 to Calypso Linguine with grilled chicken for $11.50 or a filet mignon sandwich with baked potato salad for $12.50.

In all, works from more than 200 well-known Marvel artists such as Adam Kubert, Steve Rude and Jim Steranko are showcased throughout the place.

“There’s probably millions of dollars in memorabilia and art,” said Universal spokesman Javier Mendoza.

Some of it can be found in the gift shop. Besides mugs and T-shirts, there are limited-edition comic book cels ranging from $300 to $850, and bronze-cast sculptures of popular heroes for $2,500. You can go shopping after having a bite with, say, the Incredible Hulk or Silver Surfer. On most days they stroll around the restaurant with their superhero buddies.

BE THERE

Restaurant--Check out the legendary world of Marvel comic superheroes at Marvel Mania, adjacent to Universal Studios in Universal City. Take the Hollywood Freeway to Lankershim Boulevard exit. Information: 762-7835.