2020/07/14 by Melanie E. S. Kohnen · 1 voice
Social Sciences · Economics, Econometrics and Finance · #Digital Games and Media #Media, Gender, and Advertising #Cinema and Media Studies
paper · doi:10.1177/1367877920935888
openalex publication_date 2020/07/14 · openalex created_date 2025/10/10 · openalex updated_date 2026/07/31
This article analyzes the promotional function of pop-up branded entertainment experiences during San Diego Comic-Con (SDCC). I argue that these activations are part of the experience economy, in which affect-driven branded experiences in physical spaces and their mediation on social media become central elements of consumption. Through an analysis of several case studies, I reveal how three trends – the media industry’s recognition of fans’ importance, the development of experiential marketing, and the rise of immersive theater – crystalize in the form of the SDCC activation, making it a premier site for understanding interactions between Hollywood and fandom in the context of life in brand cultures. Overall, I consider the micro- and macro-levels of activations – moving from parsing entertainment companies’ drive to create immersive, interactive experiences and fans’ engagement with them to the larger context of industry–fan relationships – as significant strands in cultural debates around brands and media consumption.