Why James Gunns Superman Is Skipping Comic-Con, According to DC Studios

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As a long-time gamer and comic book enthusiast, I’ve been attending Comic-Con for over a decade now. I’ve seen the excitement and hype build around various franchises and movies, with Hall H panels becoming the epicenter of marketing campaigns. However, this year’s absence of Superman from SDCC has left me feeling a bit underwhelmed.

At San Diego Comic-Con 2024, the excitement level is high as the event has commenced. Notable franchises such as Marvel Cinematic Universe, Transformers, Star Trek, Doctor Who, and Interview With the Vampire are anticipated to share significant updates. However, one much-awaited film will be absent – Superman. Director James Gunn and DC Studios have chosen not to participate in this year’s Comic-Con. While Gunn is currently engrossed in shooting Superman, it seems that’s not the only explanation for their absence.

At Comic-Con this year, you can still find Superman merchandise from DC with the latest logo on the convention floor. However, unlike previous years, there won’t be a major panel in Hall H featuring new footage of Superman. According to DC Studios co-president Peter Safran, who spoke with The Wrap, they have decided against an extended marketing campaign for Superman. But fear not, fans! Safran promises that there will be ample Superman content coming up within the next twelve months.

In my opinion, it’s not the right time yet. A year is actually quite a lengthy period for a campaign, so we believe we can make a stronger impact and put more effort into a shorter timeframe instead of prolonging it. That’s our preference on this matter. Rest assured, you won’t miss out on Superman’s presence in the coming 12 months.

Superman Does Not Return To Comic-Con

James Gunn and Peter Safran’s method of promoting “Superman” contrasts significantly with the past DC management. Instead of unveiling trailers or teasers months or even years ahead, they opted for closer-to-release marketing strategies. For instance, the first teaser for “Man of Steel” was screened at Comic-Con in July 2012, followed by a wider release a week later. The infamous “Suicide Squad” trailer that leaked online in July 2015 was only 13 months before the movie hit theaters. Gunn’s earlier collaboration with Marvel Studios included revealing “Guardians of the Galaxy” footage approximately a year before the film’s launch. Marvel has mastered transforming Comic-Con and Hall H into powerful marketing platforms, generating excitement and anticipation for their projects long before release dates.

After the groundbreaking Hall H trailer for Iron Man at Comic-Con ignited a global box office success of $585 million and launched a highly profitable film franchise, many studios attempted to replicate this strategy by making Comic-Con a focal point in their marketing plans. The hope was that the positive audience response at the convention would mirror Iron Man‘s impressive box office results. However, not every movie that received a warm reception at Comic-Con goes on to achieve similar financial success. For instance, Scott Pilgrim vs. the World and Cowboys and Aliens, which generated considerable buzz at early screenings, ultimately underperformed at the box office. Nevertheless, the substantial investments in the early DC Extended Universe films and the Marvel Cinematic Universe have solidified Comic-Con’s status as a must-visit destination for blockbuster movie releases.

In more casual terms, studios like DC and Warner have been adjusting their Comic-Con strategies in recent times. With the arrival of COVID-19, DC organized a virtual event called DC Fandome which was successful initially but faced challenges during its second year, ultimately getting canceled. DC then went back to Comic-Con in 2022 with projects like “Black Adam” and “Shazam! Fury of the Gods,” neither of which performed well at the box office. To bounce back, DC and Warner are likely considering a strong online promotional push for “Superman,” potentially premiering the first trailer during the holiday movie season.

As a longtime comic book enthusiast and avid fan of both DC and Marvel universes, I’m thrilled to share my perspective on this exciting news.

Superman
opens in theaters on July 11, 2025.

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2024-07-25 22:31