Eagle-eyed fans have been scouting out the New York sets of Spider-Man 3 and came up with photos of what appears to be a musical starring Mary Jane Watson.
"Manhattan Memories" is the show advertised in the billboards as seen here.
A review by a Daily Bugle reporter is quoted on the poster: "Memories are made of this!"
There's also shots of Tobey Maguire (Peter Parker/Spider-Man) and James Franco (Harry Osborn).