HRTS members are world builders.
Nowhere is that more literally true than at Comic-Con, an event celebrating its 50th year that began as a small comic book convention in 1970 and now holds the Guinness World Record as the largest pop culture festival in the world. Powered by more attendees and more press than any other industry event, including the Emmys and the Oscars, the Con is the largest promotional opportunity in the world for film and television properties.
What Cannes is to independent film, the Con is to commercial film and TV and especially the latter, with the event coming in mid-to-late July as it does. The opportunities for marketing, publicity and networking are seemingly limitless since everyone goes, including every major studio and network, managers and agents, talent, advertisers, transmedia companies, social media influencers and the global press. Digital media are great for sharing information but there’s something to be said for actually showing up, shaking hands, taking pictures and talking with people. And if you have a world record crowd and you’re right by the ocean then so much the better.
Three HRTS members who made a big impression at this year’s Con were Warner Bros, Fox and NBC.
On Friday evening, the Warner Bros worldwide television marketing team under the direction of President and CMO Lisa Gregorian (HRTS member profile: https://hrts.org/hrts-member-profile-lisa-gregorian/) kicked things off in style with a rooftop bash at Float at the Hard Rock and as with every year, they went all out.
They had themed areas branded around properties such as THE BANANA SPLITS as well as a carnival midway with multiple games of skill and chance. Talent from across the Warners and DC universes were in attendance as guests enjoyed an open bar, free burgers and donuts and popcorn (Comic-Con staples), a live band and an open bar (there were three). There are numerous industry parties throughout the year but none like this, in a carefully designed environment where everybody can relax and enjoy and and be a fan for a night; Lisa and her team excel in creating and maintaining a light and fun atmosphere.
And then things got darker, literally and figuratively. Warners teamed up with EPIX on a descent into the underworld by way of the PENNYWORTH activation at the Oxford Social Club. In advance of the premiere on Sunday July 28th, those brave enough to descend the steps were greeted by the swinging ‘60s version of London that spawned Alfred Pennyworth, aka Bruce Wayne’s butler. From gambling to poetry to dungeons and divas, guests experienced a fully realized environment that imparted a strong sense of a place and a time. And as for what happened in the interrogation chamber, some things are better left unsaid.
Fox was not to be missed, not in any way. Their first-ever Fox Fan Fair with its Animation Domination theme spread out across a huge area, with carnival games, sweet treats and a giant 70-foot Ferris wheel.
From BOB’S BURGERS to THE SIMPSONS to FAMILY GUY, guests enjoyed animated reality, Augmented Reality and actual reality.
Less than a light year away, Fox kingpin Seth MacFarlane sent a landing party to the Carnation Building for a museum exhibition of props, characters and displays from THE ORVILLE. Those brave enough to warp into the future got to examine 25th century weapons, engineer holographic workstations and even fight a group of hostile aliens on camera. And at the appointed hour, MacFarlane personally led the entire cast in for photos, interviews and some exceptionally appreciative fans.
The king of this year’s Con was NBC, with multiple activations branded around their comedy offerings.
Saturday night showed that thirty years of nothing is quite something. So sayeth the signs as NBC’s Annual Comic-Con Party celebrated the 30th anniversary of SEINFELD. From cereal boxes to coffee cakes to Junior Mints (you know the ones), it was a summer Festivus for the rest of us.
All throughout the convention, visitors enjoyed walkthroughs and interactive exhibits courtesy of a full recreation of the BROOKLYN NINE-NINE precinct house, marked by a subway station with a giant arrow letting everyone know that “Comedy Starts Here.” The interior was replete with cluttered desks and tarnished awards and crime scene posters next to recruitment posters plus a fully stocked kitchen not to mention a bulletin board (after 45 years, Marianne is retiring – break room on Thursday at 4pm; BYOB).
Rounding out the food and beverage theme, NBC did an extreme makeover on a Hard Rock hotel eatery, transforming it into an IHOP, as in the Interdimensional Hole of Pancakes. Branded around THE GOOD PLACE, the heavenly restaurant served pancakes all day (and all night) and custom cocktails such as the Eternal Sunrise, the Sin Fizz and the Paradise Punch. All delightfully accompanied by a synchronized laser light show courtesy of the Time-Knife.
Comic-Con is like Woodstock, with huge crowds, good vibes and even permits. It offers something for everyone and with the enormous number of passionately engaged fans plus the concentration of Hollywood types, there are few to no places better suited to promoting your content or to building your network. See you there.