In the world of fandom, nothing rivals the scale and spectacle of San Diego Comic-Con, referred to as SDCC. Each July, more than 130,000 attendees descend on the city, many in elaborate costumes, to collect exclusive merchandise, catch sneak peeks of upcoming releases and celebrate all things pop culture, from anime and gaming to blockbuster films and cult TV series.
Comic-Con has long been a launchpad for Hollywood’s biggest franchises, drawing celebrities from Dwayne “The Rock” Johnson to Robert Downey Jr., delighting crowds while promoting big-budget movies. But this year marks a noticeable shift.
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Major Hollywood studios, like Marvel Studios, Warner Bros. and HBO, Paramount, Sony, Lionsgate and Legendary have chosen to skip the event altogether, according to the San Diego Union-Tribune. While some are still present in smaller forms, the absence of big studio panels signals a broader pullback from a convention that was once considered a must on Hollywood’s calendar.
A new script for Hollywood
The retreat comes during a time of disruption for the entertainment industry. The aftershocks of the 2023 writers’ and actors’ strikes are still being felt. Meanwhile, the streaming wars led to years of overspending, followed by a wave of cost-cutting, layoffs and show cancellations.
Studios are also in the middle of major restructuring. Warner Bros. Discovery plans to split into two separate companies, one focused on streaming and film, the other on global television networks. Comcast is spinning off its cable channels from its studio division, NBCUniversal. Lionsgate recently completed its separation from the Starz network. Paramount Global is merging with Skydance Media. Legendary Entertainment, the independent studio behind “Dune” and “A Minecraft Movie,” is considering acquiring Lionsgate.
The Los Angeles Times calls this a time of “strategic uncertainty” for Hollywood, with advertising slowdowns and the possibility of new tariffs adding even more pressure.
Studios skipping Comic-Con isn’t new
Even when business was booming, some studios were cautious. In 2011, The New York Times reported that Disney and Warner Bros. were skipping Comic-Con that year, not because of the cost, but due to the risk of adverse fan reaction. Studios were concerned about the intense scrutiny of Hall H — the event’s most prominent presentation room — where a trailer or panel that fell short of expectations could damage a film before it even opened.
“You shouldn’t go simply because it sits there on the calendar,” Michael Moses, then head of marketing at Universal Pictures, told the Times. “You have to be absolutely certain you have goods ready that can really make a difference.”
Marvel Studios won’t hold a panel for “The Fantastic Four: First Steps” at this year’s Comic-Con, even though the film is set to release on July 25, just one day after the event opens. However, Disney’s fan event, D23, has announced it will host an advance screening of the movie on July 24, signaling confidence in how it will be received. A poor first impression could hurt the film’s box office performance and potentially impact Marvel’s broader plans for “Avengers: Doomsday” (2026) and “Avengers: Secret Wars” (2027).
So who Is coming to Comic-Con?
Comic-Con’s Hall H lineup isn’t empty, just different. This year’s schedule includes panels for “Daryl Dixon: The Walking Dead” (season 3), “Interview with the Vampire” and several “Star Trek” TV series. Crunchyroll will host an Anime Fanfest, and there will be presentations from AMC Theatres, Regal, Nickelodeon, Paramount+ and Sony Pictures Television.
And for the first time ever, George Lucas is set to appear at Comic-Con. But he won’t be there to promote “Star Wars.” Instead, he’ll join a panel to discuss the Lucas Museum of Narrative Art, his passion project that’s expected to open in Los Angeles in 2026. It’s a long way from 1976, when the cast of “Star Wars” made their Comic-Con debut to little fanfare.
Organizers say they’re not worried.
“If there are some who can’t make it this year, we’ll be here in 2026 and eagerly await their return,” said David Glanzer, chief communications officer for the convention, in a recent interview with The Wrap.
He told the San Diego Union-Tribune, “Do I think this is a trend? I don’t think so and certainly hope not.”
