Capitalizing on the popularity of its superheroes at the multiplex, Marvel Entertainment has agreed with Feld Entertainment to bring its characters and stories to a whole new arena—literally. The two companies will collaborate on live-action arena “spectactulars” featuring Spider-Man, Iron Man, the Avengers and the X-Men, who unite to defend the Earth against the most evil villains in the Marvel Universe.

http://www.bizjournals.com/losangeles/news/2013/03/15/marvel-pacts-for-superhero-arena.html

A distinctly Disney decision! I imagine my six year old cousin being absolutely in love with this.

Disney "synergy" at its very best :-) And, I'm guessing pretty successful--I used to work a few blocks from Nationwide Arena in Columbus and nothing would screw up traffic worse than when "Disney on Ice" was in town.