San Diego Comic-Con saw a surge of brand activations pop up in the Gaslamp Quarter, offering fans interactive experiences and photo opportunities independent of convention center access. These free events, designed to promote upcoming projects and engage with fandom, drew significant attention alongside the main convention.
HBO Max led the downtown presence with two major activations. The "Lanterns Training Headquarters" allowed attendees to step into the Green Lantern Corps with an escape room, flight simulator, and target practice, offering souvenir rings. Stars and creators from the show, including Damon Lindelof and Tom King, participated in the activities. Nearby, a "Stuart Fails to Save the Universe" activation recreated the iconic comic book store from the series, immersing fans in a multiverse adventure. Creators and stars of the show, such as Kevin Sussman, also visited this event.
Disney Entertainment Television offered a "Percy Jackson and the Olympians" activation across from the convention center, alongside a "Hulu Animayhem: Fandom Fuel Up" event that featured themed food from "King of the Hill" and "Futurama."
Horror fans encountered Eli Roth's "Ice Cream Man" activation, a disturbing yet engaging event that included a themed ice cream truck and playground massacre elements. Roth commented on the strong year for horror films, noting the activation as a fitting addition.
Paramount hosted its annual "Lodge" event, providing photo opportunities and giveaways for properties like "Avatar: The Last Airbender," "South Park," and "Star Trek: Strange New Worlds," complete with a galactic theme and custom drinks.
Beyond studio offerings, collectible company Super7 presented a "Peanuts" pop-up shop focused on Snoopy's siblings. The event, in partnership with Best Friends Animal Society, aimed to support real-life dog adoptions.
Several parties also took place during the convention, including Fandom's annual bash, a celebration for "Pan's Labyrinth," and an IGN and Prime Video event where "The Lord of the Rings: The Rings of Power" star Jamie Campbell Bower DJed.