San Diego Comic-Con is back in full force this year as the Hollywood studios bring their major IP to the iconic convention after many skipped out on the 2023 event because of the dual writers and actors strikes.
But while there are panels, parties and activations galore, their signage is still lacking in the area surrounding the convention center. Just a few smaller banners — and a Ferris wheel collab with Google — mark the return of iconic studios like Marvel and DC to the convention. DC is, however, promoting The Penguin with a lounge at Bloom nightclub.
Instead, it’s the streamers and TV networks that have taken over the Gaslamp District again with massive ads across the major hotels like the Hilton, Hard Rock and Pendry, as well as the trains. Even Petco Park is sporting a flashy promo for ABC’s Abbott Elementary.
The big winner undoubtedly is Paramount, which has splashed advertisements across what seems like the entirety of downtown San Diego. From train cars dedicated to CBS hits like Elsbeth, Tracker and Ghosts to an extreme takeover of the Hard Rock Hotel (including the restaurant) for the 25th anniversary of SpongeBob SquarePants, the studio is everywhere.
AMC is pushing its Immortal Universe, Fox returns with its animation slate, and Disney has a host of promo across the city for its various properties.
Check out the signage below.