Several Suicide Squad stars attended the film's Samsung Experience activation at the Hard Rock Hotel on July 23. DC Entertainment, Warner Bros. Pictures, the Visionary Group, White Walls Fabrication, PMK-BNC, and Brightline Interactive worked with Samsung on the activation. The experience included a virtual-reality fight with characters from the movie, and a recreation of the Suicide Squad Belle Reve penitentiary—the high-security prison that housed the film's characters. Fans could also “Join the Squad” by taking a personality quiz to create their own character, and generating a short video of themselves to share on social media.
Another standout was a preview of the Star Trek makeup collection from M.A.C. at an experiential station in the Gaslamp Quarter. Fans could jump aboard a “transporter” to explore strange new worlds for photo ops.
The 50th anniversary of the original Star Trek series was celebrated with many experiences, including the California premiere of Star Trek Beyond at Embarcadero Marina Park South on July 20, during Comic-Con's preview night. According to Paramount Pictures, the event was the world's first outdoor IMAX premiere, and the San Diego Symphony Orchestra presented a live performance of Michael Giacchino’s Star Trek Beyond film score. The movie's cast and crew used phones with Google’s DoubleClick app to capture footage on the red carpet; Paramount Pictures then created instant ads from the content.
It wouldn't be Comic-Con without zombies. Fans at Petco Park Interactive Zone could give themselves a scare at AMC's The Walking Dead activation, sponsored by Jack in the Box, which had zombies lunging at people from inside a mock fast-food restaurant.
Also at Samsung Experience's Suicide Squad activation, fans lined up for a real, custom tattoo in Harley Quinn’s tattoo parlor. There was also a makeover station exclusively for Samsung users, who could transform themselves into looking like a Suicide Squad character.
Lollapalooza celebrated its 25th anniversary this year. The milestone was marked in special signage that featured a pink 25 topped with birthday candles.
