On your way in they take a photo and then they send you a link later to access photo's where they superimpose you on different backgrounds, it was included in our ticket which also included the Marvel 4D show.
I think what makes this attraction work is the interactive nature, you can take as many photo's as you want, pose with the wax models, sit on Miley Cyrus's wrecking ball, have a photo taken on Hugh Heffner's bed, or meet Mike Tyson in the Hangover Suite.
A tip would be to take your time as it isnt as big as you think, but the models are very well done, it is expensive for what it is though.
The Marvel 4D movie at the end was great and rounded off the experience.