For four days each year, San Diego feels almost like Hollywood when the convention center rolls out the red carpet for big movie and television studios, popular comic book and book publishers and actors and actresses here to promote their upcoming works to a legion of fans that anticipate the San Diego Comic-Con International.
From Thursday, July 26 through Sunday, July 29 (with a special preview July 25 for pre-registration ticket holders only), thousands will flock to the center, 111 W. Harbor Dr., for the largest pop culture and comic book convention in the world.
The 2007 event includes seminars, workshops and panel discussions on all aspects of sci-fi, fantasy, action and horror.
“We try to get a little bit of everything, and I think we have done well with that because our participation keeps on increasing,” David Glanzer, director of marketing and public relations, said.
Audience members can catch a glimpse of new movies or television series that won’t be introduced on the big screen for many months, or on the small screen until next fall.
Comic book publishers also tease their fans with what is happening to their favorite character in upcoming story lines. Game companies also allow fans to try out new videos that normally don’t come out until the winter holidays.
In addition, exhibitors display their wares and merchandise. There’s an artist review board, film festival, Japanese anime section, autograph signing and a masquerade ball (a costume competition).
Last year more than 120,000 participated, from attendees – many who dress up as their favorite characters – to exhibitors.
“We never try to forecast numbers, but we hope to get as many from last year. And, by the indicators, we will,” Glanzer said.
With an event this large, it is surprising to note that it’s word of mouth that attracts the people, not massive advertising, Glanzer stated.
Any mention in the press or media is just to remind readers that the event is returning, he added.
First introduced in 1970 with two small conventions focused on comic book enthusiasts, it grew with the appearance of popular serial actors of the ’30s and ’40s, cult actors and actresses, and directors promoting their small movies.
Of course, one notable standout is the introduction of “Star Wars,” by George Lucas.
With just a small booth and a small screening room during the 1976 con, the then young director introduced his “adventures in space” movie.
No need to elaborate on how that turned out. Lucas came back in subsequent years to promote “Empire Strikes Back” and “Return of the Jedi.”
“He knew there was a base of fans that would appreciate the stuff. He started marketing before there was marketing,” Glanzer said.
Other movie studios began to take notice. In the last decade big Hollywood executives began promoting their movies and television shows that probably would not have gotten much fanfare had it just used the typical marketing strategy of commercials.
The popular television shows, ABC’s “LOST” and NBC’s “Heroes,” are two such examples. Both premiered their pilots at the Comic-Con in 2004 and 2006 respectively and generated such buzz that they were near instant hits the moment they hit television.
Any predictions for this year?
“We don’t know what the big buzz will be until the end of the convention,” said Glanzer.
With the popularity of the event, organizers get bombarded by studios and publishers with hundreds of submissions to weed through.
“We only have a certain amount of hours in the four days. We have to pick and choose and try to decide which of those will best fit … the show,” Glanzer explained. “It doesn’t mean that it’s not viable, it just means it doesn’t appeal to the largest cross-section of our audience.”
Organizers take several measures to try and ensure a safe and smooth experience.
They have implemented an online pre-registration to help entrance lines move quicker and introduced a new ticketing package to encourage people to come on the other days instead of Saturday, which tends to be the most crowded.
A special three-day membership includes entry on Thursday, Friday, and Sunday as well as preview night, for those who register online.
Sunday is a discounted day to allow for family members to come without having to pay the full price.
“Last year we had to stop sales because we had too many people [on Saturday],” Glanzer recalled. “We encourage people to come [the other days]. There is not more going on on Saturday than there is on other days. Each day is just as exciting and crazy and big as the others.”
Glanzer also encourages people to use the trolley to get to the convention center to avoid wasting time and money looking for parking.
Shuttles can also be accessed at the participating hotels for anyone wearing a Comic-Con entrance badge.
As the convention keeps growing, some fans are worried it may move to a different location and out of San Diego.
“It’s not a cheap event to produce. We have to rent the facility, pay for the police, traffic signage … It’s expensive to do,” Glanzer said. “We have been approached by other cities that have more space.
“But we don’t want to take anybody up on that. We will work hard to stay in San Diego.”
For more information on price, schedules and event programming, visit www.comic-con.org.