That's Entertainment (comic shop)

That's Entertainment

File:TELogo.jpg
Company type	Private
Industry	Comics Pop culture Collectables
Founded	1980 (1980)
Founder	Paul Howley
Headquarters	Worcester, Massachusetts , U.S.
Number of locations	2
Area served	New England
Key people	Paul Howley
Products	Comics Video games DVDs Magic: the Gathering Toys Role-playing games Vinyl Record Albums Trading Cards Autographs
Owner	Paul Howley
Website	ThatsE.com

That's Entertainment operates as a retailer specializing in comics and collectibles, with its main office located in Worcester, Massachusetts. Established in 1980 by business founder Paul Howley, the firm maintains two outlets catering to customers throughout the New England region. The original store began in a 2,000 square-foot facility on Chandler Street before expanding through the acquisition of a second site in Fitchburg, Massachusetts, in 1989. By 1992, operations were centralized into a larger 20,000 square-foot former automobile dealership on Park Avenue, which includes a retail and event area of approximately 10,000 square feet to accommodate growth.

The inventory encompasses a wide range of products such as comic books—including alternative and indie titles—trade paperbacks, trading cards like sports cards and Magic: The Gathering, anime-themed merchandise, role-playing game materials, classic video games and consoles, toys, and various collectibles. This broad selection enhances the company's position within the specialized pop culture retail market.

In recognition of its significant contributions to comic book retailing on both local and industry levels, That's Entertainment was honored with the "Will Eisner Spirit of Comics Retailer Award" at San Diego Comic-Con in 1997. Furthermore, the company’s strategic response to changing market dynamics—particularly challenges posed by online auctions and e-commerce—was featured in a 2000 Inc. magazine article that highlighted its adaptability within the traditional brick-and-mortar retail sector.

Events

On July 18, 1998, Harvey Ball, creator of the iconic Smiley, visited That's Entertainment to commemorate the 35th anniversary of his design. During the event, Ball interacted with attendees by autographing Smiley pins, artwork, and copies of the Watchmen graphic novel.

In 2006, television pioneer Rex Trailer celebrated the 50th anniversary of Boomtown at That's Entertainment by performing songs for fans and signing autographs. He returned on September 11, 2011, to the Fitchburg location to mark Boomtown’s 55th anniversary, where he delivered his tribute song I Appreciate You dedicated to victims of the September 11 attacks.

Since its inception, That's Entertainment has consistently taken part in Free Comic Book Day. In 2009, it organized a "Pro-Am Comic Jam," an event designed to connect emerging artists with established professionals for discussions about comic art; this marked the fourth occurrence of such an event since it began in 1996.

Lois Lane

In March 2011, That's Entertainment submitted a request to the Worcester City Council to rename the neighboring private road from Marmon Place to Lois Lane, highlighting the character’s legendary status within superhero comics and popular culture. This initiative was consistent with the store’s specialization in superhero-themed comic books. Following endorsements from both the Planning Board and the Public Works Committee, the full council approved the renaming on August 14, 2012. The updated street sign was installed on December 28, 2012, which was celebrated by the store through an unveiling event that included complimentary sketches by Paul Ryan and a contest for fans to dress as Lois Lane.

In July 2018, during sidewalk renovation work, the sign and its supporting pole were reported missing but were located approximately a month later behind a nearby retail plaza. The Worcester Department of Public Works promptly restored the sign to its original position.

External links

• That's Entertainment – official site