Comic Store Heroes is a reality television program set inside Manhattan's Midtown Comics, the largest comic book store in the United States. Described as a one-hour documentary about comic book subculture, it is British production company Parthenon Entertainment's first U.S.-based factual entertainment production, and premiered on the National Geographic Channel on July 13, 2012, at 8pm Eastern Standard Time. As with Comic Book Men, a similar series airing on AMC starring Kevin Smith, the program focuses on the interactions among the store's staff, and with its customers.