SAN DIEGO—The highly anticipated return of Comic-Con International—better known as San Diego Comic-Con or simply SDCC—took over the city from July 21-24. It was the first full-scale, in-person gathering since the convention’s 50th anniversary in 2019 (though organizers did a smaller “Special Edition” event last November), and the event drew the usual mix of celebrities, pop culture fanatics, comic book creators and more—including big announcements from companies like Marvel Studios and DC Entertainment—to the San Diego Convention Center.
Although official attendance numbers haven’t been released, the sold-out event—which required proof of COVID-19 vaccination or a negative test, along with masking while inside the convention center—typically draws upwards of 130,000 people.
And for many brands, the real action took place outside the official venue. A mix of VIP parties, clever activations, and memorable stunts filled the streets of the surrounding Gaslamp District, with companies like HBO Max, Audible, and Apple TV+ fighting for attention from the event’s social media-savvy crowd.
Scroll down to see some of the coolest brand moments we spotted.