SAN DIEGO—There was a slightly different vibe inside the San Diego Convention Center at this year's Comic-Con International. The show—one of the most prominent pop culture events of the year, annually drawing almost 140,000 people—took place July 20-23, just one week after SAG-AFTRA actors joined the WGA writers' ongoing walkout.
The strikes created some major programming shake-ups, since most actors and writers were not on site to promote their projects—meaning the 6,500-capacity Hall H auditorium was missing its traditionally A-list celebrity-packed panels. But the absence of the show's typical star power did little to deter the crowds, according to Deadline, and left fans with plenty of time to explore the show floor and the eclectic brand activations that annually pop up outside the convention center.
This year's activations were certainly not lacking in creativity. Highlights included an immersive, animated world from Hulu; a vampire-infested city street from AMC Networks; an interactive, time-traveling activation from NBC; an anime-inspired fitness class from Crunchyroll; and even throwback celebrations of iconic movies like Jurassic Park and Dazed and Confused. Scroll down to see inside some of our faves.
Hulu's Animayhem
The Hulu Animayhem: Enter the 2nd Dimension experience celebrated the streamer’s library of adult animation including Solar Opposites, The Simpsons, Family Guy, Bob’s Burgers, and American Dad; there was even a 55-foot replica of Futurama’s HQ—complete with a crash-landed Planet Express ship—in honor of the show’s return on July 24. Taking over the Bayfront Parking Lot, the experience used 2D drawing styles and optical illusions to give it an animated look.
Photo: Stas Lipovetskiy
In the Futurama space, there were recreations of fan-favorite set pieces—like a larger-than-life Slurm photo op—so guests could explore, pick up swag, and snap pics.
Photo: Stas Lipovetskiy
AMC Networks' Anne Rice Immortal Universe Fan Experience
To celebrate its new series Anne Rice’s Interview With the Vampire and Anne Rice’s Mayfair Witches, AMC Network hosted a fan experience and activation at the Hilton Gaslamp Terrace. The area was transformed into “The Street of Immortality,” a New Orleans-inspired immersive experience set in the early 1900s. The activation was created in partnership with 3CS and Campfire.
Photo: Shutterstock for AMC Networks
The street featured several photo and video opportunities throughout the space, including iconic locations from Interview With the Vampire such as Hotel Iberville and Nawlins Records. Actors depicted various townspeople.
Photo: Spearhead Media
Attendees could tour the street, collect exclusive souvenirs and premiums, and enjoy “The Elixir of Immortality,” a limited-edition mocktail presented by POM Wonderful. The experience was free and open to the public.
Photo: Shutterstock for AMC Networks
Universal Products & Experiences' 'Step Into Jurassic Park' Experience
Universal Products & Experiences hosted its “Step Into Jurassic Park” experience in celebration of the 30th anniversary of Jurassic Park from Universal Pictures and Amblin Entertainment. Reservations sold out in less than seven minutes when the experience was announced, and it drew over 1,800 fans on day one alone. Inside the space, which was created in partnership with NVE Experience Agency, fans could walk through the historic gates and immerse themselves in their favorite scenes from the original film.
Photo: Courtesy of Universal Products & Experience/Credit: Miranda McDonald
Highlights included an archaeological dig site, an egg incubator and amber display, a raptor enclosure, and a recreation of the terrifying kitchen raptor chase, along with Easter “dino” eggs including the Barbasol can, authentic signage, and the classic “When Dinosaurs Ruled the Earth” banner.
Photo: Courtesy of Universal Products & Experience/Credit: Miranda McDonald
In one headline-grabbing moment, there was a recreation of the iconic T. rex toilet scene for photo ops.
Photo: Courtesy of Universal Products & Experience/Credit: Miranda McDonald
Once outside, attendees had the opportunity to explore an interactive Amazon product showcase at the Visitor's Center, which featured a nostalgic selection of official toys, apparel, accessories, and more available in the Amazon Jurassic Park store. (Shoppable QR codes were provided, allowing fans to order items directly from Amazon.) There were also Jurassic World dinosaur-themed chicken nuggets from John Soules Foods, along with free Boxed Water.
Photo: Courtesy of Universal Products & Experience/Credit: Miranda McDonald
NBC's 'Quantum Leap' Activation
For its time-hopping series, Quantum Leap, NBC created a clever experience where fans could take "time leaps" into their favorite NBCU shows like the Law & Order franchise, The Voice, and Chucky. The goal of the various interactive moments? To stabilize the timeline and keep the fabric of space and time from tearing apart, of course.
Photo: David Yeh/NBC
NBC partnered with Giant Spoon for the activation, while Civic Entertainment Group handled PR.
Photo: David Yeh/NBC
Audible's 'Impact Winter' Immersive Feast
Audio storytelling company Audible hosted an exclusive, VIP-only dinner called The Feast. Guests, including Impact Winter series creator Travis Beacham, dined while immersing themselves in the ambiance of the vampire-infested apocalyptic landscape to come in season two of the popular audiobook.
Photo: Presley Ann/Getty Images for Audible
Civic Entertainment Group worked with Audible to conceptualize and produce the Impact Winter event; the Civic team also handled publicity.
Photo: Presley Ann/Getty Images for Audible
In addition to The Feast—which included photo ops like a sword in a block of ice—Audible also partnered with Skybound on an interactive listening booth at the convention. Fans could snap photos in a 360-degree themed photo booth and participate in individual listening sessions of highlights from season one of Impact Winter, along with previews of season two.
Photo: Presley Ann/Getty Images for Audible
Peacock's Twisted Metal World Premiere
Peacock hosted its world premiere fan event of the new live-action comedy series Twisted Metal. At night was the world premiere screening of the first episode, along with a Twisted Metal-inspired version of Kinda Funny’s interactive game hosted by Greg Miller himself. During the day, fans could enjoy free servings of a custom flavor from the popular ice cream shop Salt & Straw.
Photo: Courtesy of IHEARTCOMIX
While enjoying their ice cream, fans were surprised with a post-apocalyptic drum line that culminated in a performance by R&B singer Sisqó, who performed a medley of his greatest hits including "Thong Song." Creative agencies IHEARTCOMIX and Coffee 'n Clothes worked with Peacock on the activation.
Photo: Courtesy of IHEARTCOMIX
Disney’s 'Haunted Mansion' Screening & After-Party
To promote Disney’s new Haunted Mansion movie, IHEARTCOMIX conceptualized and produced private advance screenings of the film followed by an in-world after-party.
Photo: Kursza/IHEARTCOMIX
The party featured a bunch of nods to the iconic Disney ride, including ghostly portraits, moody lighting, and plenty of spiderwebs.
Photo: Kursza/IHEARTCOMIX
Adult Swim Festival on the Green
Located just outside the convention center was Adult Swim’s Festival on the Green, which featured a DJ, comedy sets, and more, plus spotlights on some of Adult Swim’s hit shows.
Photo: Courtesy of GDX Studios
San Diego-based experiential marketing agency GDX Studios has assisted Adult Swim with the festival for more than a decade.
Photo: Courtesy of GDX Studios
#FXSDCC
Teaming up with creative agency Creative Riff, FX hosted an outdoor takeover of Hilton San Diego Bayfront that spanned four days and two nights. The space was designed as a transformative experience between day and night, with various activations celebrating two new releases and two fan favorites.
Photo: Spearhead Media’s Eric Scire for FX
For A Murder at the End of the World, fans were invited to board a reclusive billionaire's private plane for a chilling retreat, where they experienced a murder mystery unfolding and unlocked exclusive content along the way. A space for Shōgun, meanwhile, featured multiple immersive touchpoints including an augmented reality koi pond, live samurai battles, and an early look at what the world of the new series has to offer.
Photo: Spearhead Media’s Eric Scire for FX
In the AHS area, fans were invited for an "evaluation" at the AHS Wicked Wellness area. The activation featured wellness shots and a one-on-one consultation with a slightly unorthodox healer, in a space the team described as an intersection between "harmony and horror."
Photo: Spearhead Media’s Eric Scire for FX
Focus Features' 'Dazed and Confused' Anniversary Activation
Settled right outside the show hall in the Interactive Zone hosted by Petco Park, Focus Features spent the weekend celebrating the 30th anniversary of Dazed and Confused. Gladiator Productions replicated the Emporium scene from the movie in a space the team described as "a love letter to the fans."
Photo: Courtesy of Gladiator Productions
Key photo ops included a 1970 Chevrolet Chevelle that mimicked the car Matthew McConaughey drove, replicas of the infamous KISS statues, and the bowling ball-shattered rear car window. Inside, attendees could play pool hall games and buy exclusive merch.
Photo: Courtesy of Gladiator Productions
Crunchyroll's Ultimate Anime Fitness Challenge
Crunchyroll held its first-ever Ultimate Anime Fitness Challenge, hosting back-to-back sessions where fans trained like their favorite anime characters. Led by trainer Charles Thorp and co-hosts Lauren Moore and Tim Lyu, the activation—which was produced in house—led fans through their own personal training arcs. Participants received a free class along with healthy items and Crunchyroll-branded headbands and towels.
Photo: Courtesy of Crunchyroll
IGN SDCC Party
IGN returned to SDCC with its big Friday night after-party at the Hard Rock Hotel rooftop. Produced by Go Button Productions, LLC, the night featured an interactive scavenger hunt, photo ops, themed drinks and appetizers, and live entertainment by DJ Babey Drew. (Check out a sizzle reel.)
Photo: Courtesy of IGN
The bash was hosted by presenting sponsor ARMORED CORE VI FIRES OF RUBICON, an upcoming video game from Bandai Namco Entertainment America being released on PlayStation, Xbox, and PC on Aug. 25. The sponsorship included a branded entertainment stage themed to the game’s creative, as well as a custom photo experience where fans could pose with a giant mech from the game.
Photo: Courtesy of IGN
Partygoers had a chance to build a mech of their own by participating in IGN's ARMORED CORE VI scavenger hunt. At check-in, they received a branded lanyard and card with an outline of the mech from the game. In order to collect all its unique parts, fans had to visit five different activations scattered across the party, ranging from photo ops to oversized lawn games. Once they completed their mech, partygoers were entered into a raffle to win prize packs including Bluetooth speakers, charging pads, and Nanoleaf lighting kits. DJ Babey Drew announced a new raffle every hour, selecting 15 winners throughout the night.
Photo: Courtesy of IGN
IGN partnered with Nanoleaf, which highlighted its newest smart lighting products at the party. The Nanoleaf Lines were used to build a giant IGN D-Pad as an eye-catching photo op; the color palette changed every 20 minutes and even reacted to the music during certain songs. The brand's Shapes, meanwhile, products were assembled to resemble flames and installed on the DJ booth, tying into the FIRES OF RUBICON theme from the game. Nanoleaf also donated its Lines Starter Kits as well as other products for scavenger hunt prizing.
Photo: Courtesy of IGN
Branded Building Wraps
For over 20 years, OOH advertising company KAP Media has had a major presence at Comic-Con, assisting brands with enormous, eye-catching building wraps that transform the landscape of downtown San Diego for the duration of the pop culture event. This year, the team handled 23 projects from Amazon, Fox, Paramount+, AMC, and more, including a large-scale wrap for Abbot Elementary.
Photo: Courtesy of KAP Media
