Look off to the side.

It’s a banner.

It’s a plaque.

It’s a street sign.

But, it’s no ordinary street sign. It’s one in honor of Superman’s longtime love interest, Lois Lane. And it’s right at a short private road that runs alongside That’s Entertainment, at 244 Park Ave.

That’s Entertainment bills itself as a “pop culture emporium” that carries comic books and other collectibles.

In a scheme that would make Lex Luther envious (but nothing as nefarious as anything that the Man of Steel’s archenemy would dream up), That’s Entertainment owner Paul Howley and manager Ken Carson petitioned the city to change the name of Marmon Place to Lois Lane. Marmon Place is 418 feet long and runs from Park Avenue to Federal Place.

Can an indie record store alongside a short private road named Penny Lane be far behind?

That’s Entertainment made its formal request back in March 2011. The petition won the nods of the Planning Board and the Public Works Committee before getting its unanimous City Council approval Aug. 14. That’s Entertainment is paying for the new street sign that had to be manufactured and installed. The sign is slated to be put up later this week with a formal ceremony Sunday.

“The new name is a perfect match for That’s Entertainment, because we’re in the comic book and pop culture business,” Mr. Howley said, “and just about everyone says it’s a super idea.”

And this isn’t some mock sign carrying the Superman “S” logo or an illustration of Planet Krypton blowing into bits, but a legitimate Worcester street sign, complete with a “Heart of the Commonwealth” logo and block white lettering over a green backdrop.

The only allowance the Department of Public Works and Parks made for the sign was to spell out “Lane,” rather than to abbreviate it to “LN,” which is the city’s common practice.

Mr. Carson thanked the city officials who moved the proposal forward and the DPW for the implementation of the sign, as well as its attention to detail.

“We’ve been in Worcester for 32 years and right at this address for the past 20,” Carson added. “Now we can say that we’re located at the corner of Park Avenue and Lois Lane.”

In honor of the newly minted Lois Lane, That’s Entertainment will have an event from 3 to 6 p.m. Sunday.

Famed comic book artist Paul Ryan, who currently draws the daily comic strip “The Phantom” for King Features Syndicate, will draw an original sketch of Lois Lane on a special commemorative print. Copies of the Lois Lane print will be passed out at no charge for each attendee, as time permits and supplies last.

Mr. Ryan, who will be there in person, is the only comic book artist to have the distinction of having his work appear in two coveted “wedding” issues — Spider-Man (Peter Parker marrying Mary Jane Watson in “Amazing Spider-Man Annual” No. 21, 1987), and Superman (Clark Kent marrying Lois Lane in “Superman: The Wedding Album,” 1996)

In addition, That’s Entertainment will hold a “Lois Lane Look-Alike” contest. The winner will get a $50 gift certificate to the store, as well as bragging rights.

“We’re looking for someone who personifies the tough and determined “Daily Planet” reporter,” Evan Scola, the store’s marketing manager, said. “But Lois is really timeless, so a contestant might dress as a lady reporter from any era between the 1930s and the present.”

Superman’s primary love interests for more than 70 years, Lois Lane has been one of the most endearing and recognizable female characters in comic books.

First appearing in “Action Comics” No. 1 (June 1938), Lane is a career-minded, tough-as-nails journalist who is willing to put her neck out to uncover the true story.

Lane also made the leap from comics to the big screen and television.

Actress Noel Neill first played Lois Lane in the Saturday movie serials “Superman” (1948) and “Atom Man vs. Superman” (1950), as well as reprising the role on “The Adventures of Superman,” opposite George Reeves, on television. Phyllis Coates also played Lois Lane in the theatrical feature “Superman and the Mole Men” (1951), as well as on television. That’s Entertainment will also raffle a hand-signed photo of Neill, in honor of the event.

Margot Kidder played Lois Lane opposite Christopher Reeve in 1978’s “Superman” and its subsequent sequels. Teri Hatcher played the iconic character for four series in the 1990s TV series, “Lois & Clark: The New Adventures of Superman” and Erica Durance did the same on “Smallville.” In addition, Kate Bosworth played the Man of Steel’s main squeeze in 2006’s “Superman Returns.”