Is It Time to ReBrand Comic-Con?

By Stephen Tramontana on January 14th, 2010

• Tweet
• Link to StumbleUpon
• 2 Comments

This past summer, during my annual pilgrimage down to San Diego for Geek Love Fest 2009 (aka San Diego Comic-Con), I had two moments of clarity: One, Comic-Con is no longer about comic books. Which led to moment of clarity #2: Comic-Con is now a three-day long Black Friday-on-cocaine-like event that should only be attended if you like contact sports.

Commonly referred to as just Comic-Con in most circles, as though no other Comic Convention exist, it is the premier event for all things geek. An event that started out with humble beginnings in 1970 at the U.S. Grant Hotel, it was a small convention attended by a scant 300 people. Nearly forty years later, it has become something even founder Shel Dorf could have never imagined. Crowds have surged to nearly 140,000 and event passes are sold out months in advance. There has been discussion recently that Comic-Con is trying to become America’s version of Cannes, and it seems to be steadily headed in that direction.

For the past few years, a growing chorus has complained that the Comic-Con has shifted away from its comic book roots in favor of video games, film, and television properties. A quick stroll through the labyrinthine marketplace that anchors the Con gives credibility to this argument as comic book publishers sit in the shadow of Warner Brothers, Activision, and LucasArts; all shilling their latest non-comic product releases. So with these divergent interests, what is the future of Comic-Con? Some have suggested creating two events, keeping Comic-Con exclusively to comic book-related interests and creating another Con (in Los Angeles) that is a broader geek media event. While the purist in me wants to agree with this plan, that course of action would would spell disaster for Comic-Con.

Though comic book characters are seeing a renewed popularity due to an almost-decade long cinematic rebirth, comic books themselves continue to struggle in a world that has moved on. Dark Knight may have shattered records and bank accounts with its assault on movie-goers last summer, but outside of the converted, nobody could tell you that in the pages of the Batman comic monthlies, Bruce Wayne has been “dead” for almost a year.

Arguably, the Comic-Con has seen a meteoric rise in stature thanks to the increased star power of the guests it attracts. Where in the beginning the likes of fan-favorite Will Eisner was a staple, now mega-stars like Denzel Washington, Robert Downey Jr., and Josh Brolin ensure massive media coverage and large fan bases showing their support.

Taking the long view, it also doesn’t make sense from an event survival standpoint. Remember in the mid-to-late ’90s, when comics crashed after the furious speculative market that engulfed it finally flattened out? It was a hard hangover after years of idiots buying multiple  issues of Superman #75, dreaming of the day when they could off load it for at least $100,000. History is a great teacher, and as odd as it seems now, in five or ten years, comic-related properties could be on the outs again. For something like Comic-Con, in its current state, to survive it has to diversify to include elements of horror, Sci-Fi, and comic-book “inspired” film, video games, and TV properties.

So perhaps it is time for a rebranding. I’ll leave it up to the marketing experts as to what it should be called. Geek-Con? Media-Con? We now know why I don’t work on rebranding campaigns. This change wouldn’t mean that Comic-Con was turning its back on its roots, or that it no longer cared about the loyal group that gave it life. It would mean that no matter what, come July, San Diego will remain a place where those who love Sci-Fi, Horror movie, fantasy, and even comic books can gather together and celebrate a shared passion.

(Photo Via: Scragz and Tiny Froglet)