Vegas and Atlantic City; ITT will receive an 80 percent interest in the joint venture, which will trade on the rapid success of the restaurant chain bearing the same name. (Tenny, 1996, p. 19).
In another joint venture, Planet Hollywood announced in mid 1994 that it was planning to team with Marvel comics to develop a chain of restaurants based on Marvel's comic book characters. The Marvel restaurants were to have a similar merchandising to that of Planet Hollywood. However, the Marvel-themed restaurants did not develop as expected and the promise of a 30 outlet chain based on comic book characters remains unrealized. Still, the company continues to move forward with Marvel plans, including plans for the Middle East and Europe.
The allure of Planet Hollywood to its joint venture partners is that the restaurant chain has
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