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While the San Diego Convention Center floor is still the place to go for exclusive merch (and best cosplay viewing), studios and networks are looking more and more at the Outside the building for the best marketing opportunities in Comic-Con. 2018, Amazon Prime TV – in its largest Comic-Con presence to date after the Tick pop-up of last year – erected not one, but two different activations that s & # 39; 39 extend over the entire city of San Diego. a thematic experience related to his Jack Ryan series (which stars John Krasinski and his bows on August 31), and a massive, air-conditioned exhibition for Amazon's new Fire TV Cube. lined up for hours in the San Diego sun before its official opening on Thursday for a chance at the Jack Ryan experience that required hardcore security harnesses and took nearly 15 minutes per person to complete. The 4D VR experience included pre-recorded tracks from Krasinski and costar Wendell Pierce, as well as repelling from a real helicopter (stationary) and hitting a zip line. Alternatively, the Fire TV experience was a respite from Thursday's heat that also took place with numerous instagram opportunities and a photo shoot on the HBO Iron Throne Game of Thrones .
For DC Universes, DC Comics' new multimedia streaming service, the company took over the Hilton San Diego Gaslamp Quarter's terrace and exhibited costumes from its new live-action streaming series, Titans ] and builds interactive experiences for DC characters like Harley Quinn (a rage room where participants could literally break things), Swamp Thing (a horror-esque course with jumps) and Dick Grayson (a hall d & # 39; escape).
Blocks throughout the day on Thursday, with even more lines (manageable) for each activation in the interior. (There was a surprisingly short expectation for the liquid popcorn infused with nitrogen, a strange but delicious cold treat.)
FX demo several emissions in its annual take off of the lawn outside of the Hilton Bayfront hotel, FXHibition, with an immersive audiovisual experience for Legion a gallery of curiosities for the next American horror story: Apocalypse a motorcycle photo for Mayans MC and more. The opportunity to register in advance was keeping lines out, but there was not much fervor surrounding the payments from this network or from Sister Fox. Fox has organized some different experiments on the lawn, with a video experiment Cosmos and a viral cell laboratory for the mid-season theater The Passage with Family Guy and Simpsons photo-ops. With so many other in-depth experiments, the fact that FXHibition is in its third year could have made it an old hat for veterans, who were more excited by the latest and most flashy activations
Friday with a Bob's Burgers pop-up at Mission Valley Shake Shack – a 20-minute ride. The buses drove 50 fans at a time to the restaurant's patio, where they ate an exclusive burger of the day (at the race, pun-tastic gag on the show): Can I Have Your Slaw-Tograph Burger? (with American cheese, pulled pork BBQ, pickles and jalapeno and shallot salads). The diehard fans who were on the biggest fan site of the show got the first crack, while others could line up near Petco Park for a chance to ride in the bus. Fortunately, Friday's overcast weather was a little more hospitable than Thursday's bright sunshine (ideal for getting the perfect instagram of every activation, not ideal for avoiding sunburn)
The Dead Walking roughly like last year, but that did not prevent the massive lines from forming for a walk through the Sanctuary and a slide into a walkers' pit, as well an overview of the real props of the show. For the upcoming USA Network horror series The Purge fans lined up to receive fake $ 20 bills to spend for a real merch in Purge City, a glaring and barren city, Party City- an Eskimo store apparently filled with purge supplies (and a cast of enthusiastic improvisers – almost more scary than the idea of a purge itself .)
Many of the biggest activations used RFID wristbands to track people's progress. Jack Ryan DC Universe, and even the experience of NBC The Good Place. The latter put the participants in the Good Place right from the start of the series, a scenic neighborhood where something was awry and someone was not supposed to be there – or that's it seemed to be, since the concept was not completely formed. The special video filmed by stars Ted Danson and D & # 39; Arcy Carden, however, delighted fans, as did the photo shoot of the building itself (located in the real estate SDBC NBC channel right in front of the # 39; Hard Rock Hotel).
2018 trend: escape rooms. There were challenges of escape room in the activation of Amazon Jack Ryan DC Universe experience, network activation of audience for Mr. Mercedes & # 39; second season (an immersive experience that allowed fans to walk at their own pace and participate as much or as little as they wanted – a bonus compared to ultra-long presentations that fans were forced to might also watch the first one a month earlier if they wanted to), with a Cartman-themed adventure for South Park and another for Sacred Lies by Facebook Watch . @BobsBurgersFOX @shakeshack #SDCC burger and I am now in a food coma. Honestly, I do not even know how I publish this. pic.twitter.com/pUv13ybGvy
– Jean Bentley (@hijean) July 20, 2018
There have been some experiments in a single service, such as the Syfy human claw machine, a complicated photo operation (with a jump to the elastic) for Marvel's Cloak & Dagger the headquarters of Project Blue Book of History Channel, the 40-meter inflatable Sharkzilla of Discovery Channel and the quaint Hulu guest house in New England. attached to his next anthology series Stephen King, Castle Rock . The haunted house has incorporated elements of the first season of the show – which still has to bow – in the immersive experience, which saw lines of at least two hours Friday morning (and a 30 minute wait on Friday was actually over three hours). Activations Cloak & Dagger, Project Blue Book and Shark Week were part of "The Exhibition", a brand new parking experience in front of Petco Park that has always hosted activations, never under an official name tote. A VIP area provided some shade, but all could have been done with shaded areas for everyone and some branded charging stations, perhaps.
For many networks, the activations were done to the detriment of a presence on the Con. Amazon, in its first year of participation, completely ignored the convention center. Fox and Warner Bros had their usual booth, just like The Walking Dead . But the biggest televised presence in the field (or at least the most visible) was Nickelodeon, with a giant stand, many photo ops and exclusive products. It is worth wondering if Nickelodeon will be the next network to come out of the Convention Center, or if it will stay inside for 2019.
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