San Diego Comic-Con: How Hollywood Studios decide whether to go all-in or sit out

Every July, the San Diego Comic-Con transforms the Gaslamp district into Geek Paradise. Hall H becomes a temple in which studies trigger their greatest surprises and amazing moments. But every now and then, the Fans notice an obvious absence … Marvel Studios, DC or another Hollywood that completely jumps the event. When this happens, the question always presents itself: the comic-con still matters?

The answer? Absolutely. But the way Hollywood plays his cards at SDCC depends on the strategy, the times and a little show.

Because SDCC still makes a punch

For all the chatter that Comic-Con has lost relevance, the study managers know better. Hall H remains one of the most powerful megaphones in pop culture. In the world based on today’s social media, those reactions of the Fan become viral in a few seconds. As a large studio marketing head said:

“Going to the comic-with is like going to the dance, you never go to your sweats. You never want to make a bad impression.”

And Sdcc has a legendary story of unforgettable moments with the first revelation of Iron ManAvengers’ first formation, the debut of Guardians of the galaxyThe revelation of Gal Gadot like Wonder Woman. Some of these were cultural earthquakes.

The wonder jumps, but not without a plan

Marvel usually pumps the blood through the veins of SDCC, but this year they sit outside Hall H. Why? The short answer, the surprise is important. The wisdom of marketing says it does not repeat the same acrobatics twice, and after the double chief of last year with Deadpool and WolverineMega-screening e Robert Downey Jr.It is shocking to reveal as Dr. Doom in Avengers: DoomsdayMarvel opted for a different game.

“That was a moment of microphone launch for Marvel. It represented a correction of the course for the wonder in the new era of Bob Iger and in the face of any superhero effort to declare that they are back.”

Instead of Hall H, they dazzled with a Hollywood premiere for The Fantastic Four: First Steps Complete with an orchestra and a huge show of drones. They are still present in SDCC, but not a Hall H.

In addition, Marvel has full hands of Russian brothers they are deep in shooting the next two Avengers Film in London and Spider-Man: New day It is preparing for cameras to roll next month.

Disney doubles with surprises

While Marvel sits down, Disney does not leave the stage dark. They are bringing Tron: Ares, Predator: Badlandsand a stacked range of TV successes such as Percy Jackson and the Olympians AND Alien: earth. Fans can expect first glance, questions and answers and more.

David Glanzer, head of communications and SDCC strategy, said:

“The Comic-Con, unlike some film festivals or other events, is a real deal for the consumer ship. The filmmakers, actors and writers and the study will be able to talk about the people who buy a ticket or tune in to the program.”

Who is intensifying this year

With Marvel and DC largely sitting on the sidelines, other players are kidnapped the spotlight. Hbo’s Welcome to Derry AND Pacifier Season 2 is ready to mix fans. Amazon is pushing Hail Mary project With Ryan Goslingand Lionsgate is becoming strong with The Strangers: Chapter 2 AND Francis LawrenceAdaptation of The long walk.

The streets of San Diego Ronzano with advertising for AMC Deaths walking Universe, ABC Abbott ElementaryAnd Disney is enormous Alien: earth Banner towering on the Hilton Bay front. The smaller franchises, usually obscured by the sound of superheroes, are finally getting their time to shine.

Because studies jump and because it is complicated

So why does a study risk losing this direct energy to the fan? Money, timing and losses. Hosting a large Hall H panel can cost millions when you take into account travel, accommodation, preparation of movies and stunts. And if something loses before he is ready, like Warner Bros. he learned in 2015 Suicide SquadThat carefully planned clamor evaporates.

As Glazer explains:

“Let’s say to the studies if there is something that you cannot afford to leak, do not bring it. We would prefer that the studies had a good experience that if something they didn’t want to be leaked there.”

Sometimes the movie is not ready, especially for heavy VFX projects like Supergirl OR Avatar: fire and ash. Other times, the studies are saving their great splash for a more controlled event such as D23 or Cinemacon.

The bottom line

The Comic-Con is expensive, risky and unpredictable, but it still matters. For Hollywood, it’s about choosing when to go great and when to get out. Or while Glazer summarizes it:

“Sometimes sitting down a year is the best strategy. Studies are quite experts to know that it is about sharing a project, not only to sell it. If the studies are enthusiastic about their content, fans will also be.”

So, while this year’s SDCC may seem different without Marvel and DC dominating the titles, it will still be a lot of fun!

Source: deadline