Comic-Con

Variety: Comic-Con expands its reach

Superman, Batman and the Hulk have long been welcome at Comic-Con, the annual San Diego confab where comicbook enthusiasts gather to geek out over the latest in genre entertainment (or "the popular arts," as the event's organizers call it).

But Hollywood has been relatively slow to realize Comic-Con's potential as a launching pad for other forms of mainstream entertainment. Expect a major shift this year, as fewer-than-usual superhero pics ("Watchmen," "The Spirit" and "Punisher") make room for everything from comedies like "Tropic Thunder" and "Pineapple Express" to such family-friendly fare as "Land of the Lost" and "Race to Witch Mountain."

"The same audience that likes genre movies likes comedy," says producer Peter Safran, who will push his Carmen Electra-starring "Disaster Movie" spoof in San Diego. "It's the right audience. There are few places you can go that have a targeted demographic."

The hardcore fanboys won't feel left out, however. For sci-fi enthusiasts, there's the animated "Star Wars: The Clone Wars," "Terminator Salvation" and redo of "The Day the Earth Stood Still," plus horror buffs have the relaunch of "The Wolfman," Alexandre Aja-helmed "Mirrors" and latest "Saw" installment to look forward to. Even teen girls have "Twilight."

Hollywood has finally caught on that Comic-Con is the ShoWest for fans, a place where studios can tout their upcoming slate by teasing exclusive footage and trotting out big stars to greet the crowds. It's an odd mix of tastemakers: Some come dressed as their favorite characters, others bring the entire family or plan their vacations around the event, and all seem eager to tell anyone who will listen what they think about what they've seen. That gives studios a one-stop opportunity to reach out to their target demographic and shape the early buzz, especially across the Internet.

"They're the first people to buy tickets, the first to buy the merchandise, the DVDs, the toys, the videogames," says Jeff Walker, a longtime consultant to the studios when it comes to planning convention presentations. "They're the hardcore fans everyone wants on their side."

And yet, the crowd's enthusiasm has been broad since the beginning, says Comic-Con's marketing director David Glanzer, who cites an early appearance by Frank Capra as evidence of fans' ecumenical taste. It was only in subsequent years that marketers pigeonholed the event as a platform for genre film.

George Lucas sent a group to promote the first "Star Wars," for example. "Our message was always, 'Genre films are great and deserving of special recognition,' " Glanzer says.

Over the years, the number and variety of films seeking exposure at the Con has expanded steadily. Today, the event draws such celebs as Hugh Jackman, Angelina Jolie and Robert Downey Jr. as well as behind-the-camera names like J.J. Abrams, Zack Snyder and Guillermo del Toro.

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