San Diego Comic-Con: where people pay to see advertising

Aug 2, 2010  |  By Civilian  |  

The San Diego Comic-Con, which ended about a week ago, has transformed from a comic book enthusiast’s party to a major Hollywood advertising vehicle in the past ten years.

Hollywood seemed to catch on to the possibility of the mainstream popularity of comic book characters when films such as the X-Men and Spider-Man trilogies became box office blockbusters.

Since then, San Diego Comic-Con has grown and transformed from a convention for the hardcore comic book fan to a massive advertising vehicle for any and all Hollywood film and TV projects. It has become a long weekend of hype-based marketing. And attendees actually look forward to it all.

It’s unusual. A subculture of people who would normally be averse to advertising actually pays to see advertising. And what’s even more unusual is that most people seem to be aware of that fact.

So, why is it so successful?

Because the studios know what the fans want and they give it to them. Be it exclusive sneak peeks at new film footage, memorabilia giveaways or even just the chance to meet celebrities, it’s enough to grab attendees’ attention.

If people know that there’s something in it for them, they will ultimately be more receptive to the messages you want to convey.

Incentive—it may seem like a simple and obvious idea, but it’s something one must always keep in mind when generating marketing ideas.

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