Clearly, it hasn't paid to bet against Cirque so far, but you wonder how far the brand will stretch. Others may be wondering, too. Early this year, when the producers of "Mamma Mia!" announced plans to close late next year, it would have been naive to think anyone but Cirque would inherit the Mandalay Bay theater.

Now, it's less of a surprise to hear MGM Mirage is "absolutely," in the words of one close to the situation, evaluating other proposals along with one from Cirque.

Cirque's collaboration with Criss Angel is set to open at Luxor next year, and probably will debut in the fall, after Macau and Tokyo launch next summer. Then, in 2009, an Elvis Presley-themed Cirque is set for what appears -- in construction photos -- to be a guitar-shaped stand-alone theater at CityCenter.

With Angel's show, Cirque will officially control 50 percent of the market for production shows with tickets averaging $75 or more, says Cirque spokeswoman Anita Nelving. However, she says the company's thinking lies more in overall visitation: the vast and growing number of people who don't see any show at all. Cirque is hoping Angel will draw younger fans who may not be attracted to its other titles.

News publicized not by Cirque, but a Bravo reality series called "Step It Up & Dance," suggests the Canadian juggernaut is again trying to expand its range by bringing in fresh blood; something it tried in the past with mixed results. The Elvis show will be overseen by Vincent Paterson, whose credits include Madonna's "Blond Ambition" tour and Michael Jackson's "Bad" tour, and movies such as "Evita" and "Dancing in the Dark."

With the company so busy, it's perfectly feasible that Mandalay Bay might offer a year or two to another player -- though I hear management is not interested in another Broadway title -- and still give the theater to Cirque whenever it's ready.

Lucrative habits are hard to break.

Contact reporter Mike Weatherford at mweatherford@reviewjournal.com or (702) 383-0288.