#SDCC25: When Less Access Means More Immersion: A ‘CritiX’ Look At San Diego Comic Con 2025 Fan Renaissance

For us at wearecritix.com, San Diego Comic-Con has traditionally been about diving deep into the industry. Our past trips revolved around exclusive appointments for celebrity guest interviews, forging studio partnerships, and generating buzz for upcoming blockbusters. It's a mission we stand by: building excitement for the fans. But this year, something felt different.

The overall atmosphere at SDCC 2025 was noticeably tamed. The usual frenzy was dialed back, a shift we attributed to a combination of rising prices and, significantly, the absence of Marvel Studios. In previous years, Marvel’s Hall H presentation alone would draw lines stretching for hours, a testament to their gravitational pull. This year, with the studio taking a break, that traditional focal point was gone.

Yet, this shift wasn't a drawback. It was an opportunity. With fewer exclusive interview slots and after-party invitations, we found ourselves with more time to immerse in the pure fan experience, focusing on the vibrant atmosphere and the ingenious brand activation events that truly stole the show.

Navigating a Different Beast: Crowds and Congestion

While the "tamed" vibe meant more room to breathe on the showroom floor and seemingly improved crowd flow for entering and exiting the convention center, it wasn't without its challenges. Even with fewer bodies overall, the sheer dedication of fans still created significant congestion around popular booths and attractions, with lines snaking through aisles for what felt like miles. It proved that while the macro-level energy might have shifted, the micro-level passion for unique experiences remained as strong as ever.

The Unforgettable Activations: Where IP Came to Life

This year, the real stars were the immersive, off-site brand activations. These weren't just marketing stunts; they were meticulously crafted experiences that truly brought beloved IPs to life, demonstrating the incredible lengths studios and brands will go to reach their dedicated fans.

Peacock’s Twisted Metal: Bumper Car Battle was an absolute riot. Not only could you engage in exhilarating bumper car battles, but the activation featured actual vehicles from the series, including Sweet Tooth’s iconic ice cream truck, complete with free ice cream for fans.

Adding to the fun, attendees could even belt out their favorite tunes during karaoke while waiting in line. It was an ingenious blend of interactive fun and genuine reverence for the source material.

Just as impressive, though on the terrifying side, was the FX’s Alien: Earth activation. This experience plunged visitors into a creepy narrative with real actors who never once broke character, creating an unnerving atmosphere of escaping creatures and acid blood spills. It was a masterclass in immersive storytelling, proving you don't need a Hall H panel to leave a lasting impression.

Not every interaction was on-site. HBOMax’s PeaceFest, which took place at the Nova SD Club in San Diego, truly got the party started with the band “The Doves Of Peace” covering rock anthems, setting an incredible tone. On Saturday, James Gunn himself introduced the band and revealed a new song for Peacemaker Season 2 at an exclusive VIP event, accessible to select press and randomly chosen fans. It was a powerful demonstration that direct, intimate fan interactions and big reveals can still flourish, even as the larger convention landscape evolves beyond traditional Hall H panels.

And then there was the delightful surprise of Old Spice. Yes, the deodorant brand. In a brilliant collaboration with DC Comics and Superman, they brought out their famous Old Spice Guy, Isaiah Mustafa, who theatrically "saved" us all from bad scents. They weren't just putting on a show; they were handing out free stickers, deodorant, body spray, and even T-shirts – a fun, unexpected takeaway for attendees.

Beyond these standouts, the sheer variety of fan-centric experiences was impressive. Hulu’s King of the Hill activation, celebrating the series' 10-episode return, transported fans directly into Hank Hill's backyard. Meanwhile, Abbott Elementary threw a vibrant carnival block party, and Adult Swim’s “Pirate Purrrty On The Green” offered its uniquely unhinged brand of fun. For anime enthusiasts, Crunchyroll’s Anime Fest provided a haven of music, panels, and immersive installations. These activations collectively underscored the magnitude of effort studios and brands now invest in directly engaging their audiences, far beyond the confines of a panel room.

The Unyielding Fandom: Chasing the Collectibles

Even without major studio announcements, the lines for exclusive product drops were as intense as ever. Toy companies like HASBRO, SUPER 7, and THRILLJOY, alongside fan fashion brands like LOUNGE FLY, saw fans lining up in spades, eager to snag rare collectibles. It's a powerful reminder that fandom extends far beyond the screen, encompassing a deep love for merchandise that allows fans to physically connect with their favorite universes.

A Glimpse of the Old Guard: Lilo & Stitch and the Power of Press

While our focus largely shifted, we did manage one direct celebrity interview, a brief return to our usual mandate. Our CEO and film pundit, Klep Napier, covered the Disney’s Lilo & Stitch cast interviews for Ashley and Company, celebrating the film’s billion-dollar box office success and its new home release.

Before the interviews, we stopped by the Lilo & Stitch activation on-site for some Hawaiian surf-time photo opportunities and free ice cream. The sheer demand for this activation was astounding; the general admission line never slowed down all weekend. It was a moment where we truly appreciated the value of press access, navigating past the endless queues to experience a piece of the magic ourselves. Little Maia Kealoha (Lilo) brightened up the room when she spoke, and Tia Carrere (Nani) was simply stunning with grace. Adding to the radiant atmosphere, Sydney Agudong (live-action Nani) looked absolutely radiant during our conversations.

The Future of Fandom: Built on Passion

This year at San Diego Comic-Con felt like a peek behind the curtain, a unique opportunity to see fandom through the eyes of the true fan, rather than solely through the lens of Hollywood. It underscored a fundamental truth: there would be absolutely no Comic-Con without the fans and their unwavering obsession with loving what they love.

For those studios, brands, and partners who genuinely showed appreciation and invested in the fan experience, it paid dividends. Looking ahead, a greater focus on what's possible outside the convention walls – through positive, immersive, and highly interactive approaches – will undoubtedly keep fans talking more about their Comic-Con experiences for days, even years, to come. It's a powerful lesson in the evolving landscape of pop culture events, where direct engagement might just be the new Hall H.