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Is Comic-Con Still the Place to Build Blockbuster Buzz?



This year's festival is not free of tent poles, but it certainly feels thinner.

Does Hollywood's love affair with San Diego Comic-Con disappear?

In a sly story about [ScreenCrush in June 1945, Matt Singer discussed some of the reasons why this might be the case. In short, after a short climax in which studios and fans enjoyed a happy medium of access and advertising, the masses became too big, more and more companies tried to establish themselves there, and the cost of rising above the noise and Gaining People's Attention

That Disney would not attend to offer something new to their Marvel Cinematic Universe films has certainly gotten a lot of headlines, and rightly so. The Avengers films in particular have a comic-con history to enthrall fans to introduce the full cast of the original film in 201

0 and then the 2014 heroic or rogue formation for Age of Ultron and 2017 for Infinity War .

This is a big hole this year and a big beat that will not be heard for the yet unnamed fourth movie of 2019. It also means that no panels start to hop Captain Marvel which is surprising. Fox, who will release two X-Men films next year, comes, but it does not bring those pictures.

Of course, this year's conference will not be free of Tentpole releases. At the moment, the films are still here:

Sony: Venom and Spider-Man: Into the Spider Verses
Fox: The Predator and Alita: Battle Angel
Warner Bros.: Aquaman, Shazam !, Wonder Woman: 1984 Godzilla: King of the Monsters Fantastic Beasts: The Crimes of Grindelwald, Teen Titans Go! to the movies
Universal and Blumhouse: Glass and Halloween
New Line: It: Chapter 2 and The Nun
Paramount: Hummel
NEON: Assassination Nation

While the crowded field certainly attracts the attention of the audience, it is problematic and difficult There are a number of other reasons why studios might reconsider how valuable Comic-Con really is in their overall marketing plans.

Changing Publication Patterns

The Tentpole Release Cadence is now valid all year round Comic-Con, which happens in July, could literally be anywhere in a film's advertising cycle. It could take two years, it could take six months, it could take three weeks. It's a very different decision than a picture that comes out in August to make a big deal than this one coming out in December.

Surrounding Direct-to-Consumer

More studios and other entertainment companies are choosing to attract more attention by keeping their own conventions (like Disney with D23) when they can pose as a small part of a bigger show. It is also similar to the logic that drives the same companies to launch their own OTT subscription services (again Disney with the upcoming service) instead of licensing shows and movies for Netflix. Expanding the perspective even further, this is the trend in consumer goods categories to sell their own goods and not rely on curated retailers like Target to sell on their behalf while retaining some of the revenue.

Other Niche Conventions

San Diego Comic-Con is a big show. Many entertainment offerings focus on the star-studded Hall H panels, but there's a full range of exhibitors spanning the entire length of the convention center. It's hard to get from one place to another as the crowds sit between the stands of Fox Television, LEGO, Weta Workshop, Hasbro, Star Wars and countless others, not to mention the big comic book companies. There is much to see and do, and much of what is there is addressed to a wide audience.

Over the last few years, studios have found that creating experiences and sponsoring smaller, more niche conventions enables them to achieve the desired return on investment and investment.

Particularly noteworthy is the VidCon, the popular meeting of video artists and the industry that loves them. This year, films such as Alita: Battle Angel The Darkest Minds The Hate U Give and Eighth Grade were all sponsored panels or immersive real – Worldwide experience At VidCon For Alita it was the second show of the year after SXSW, where she and Ready Player One were both promoted with set reenactments to get people into the world of the film bring. In earlier years, Trolls, Pixels, Jem and the holograms and other titles that were probably addressed to younger crowds were also there.

Chris Thilk is a freelance writer with 15 years of experience in the social media and content marketing industry.


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