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).
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With more than 50 years of comic book fandom and 30 years of gaming under my belt, I've begun seeing the whole world as a comic book movie!