Major movie studios might be skipping big promotional s at Comic-Con International this year, but don’t count Hollywood out for a chance at promotion.
There are roughly 30 building wraps — the most downtown San Diego has ever seen — promoting the latest TV shows, movies and even a National Geographic special. It’s a sharp contrast to a Hollywood-free Comic-Con caused by writer and actor strikes.
One might be tempted to forget that it is still illegal to wrap buildings in most parts of San Diego.
But given that the penalties are lower than the revenue that building owners get from the wraps, they are effectively an invitation to break the law.
To pinpoint what the fees are, and who is in violation, can get trickier than solving a Riddler puzzle. The Port of San Diego allows building wraps on land it controls west of Harbor Drive and Pacific Highway, so no fees there.
The city can fine hotels and businesses up to $10,000 a day, but such high sanctions are rare. It is more common for the city to give out warnings or a $1,000 per day citation.
During last year’s Comic-Con, the city collected $17,500 in building wrap fines, said a spokesperson for Kim Wallace-Ross, an assistant deputy director overseeing code enforcement. Considering there were 20 to 22 wraps, it’s likely that no one was charged the maximum penalty.
Whatever businesses end up paying in fines, it’s clearly not enough to dissuade them from having their buildings encased in colorful ads.
New York-based KAP Media Group will have its biggest year yet with 23, up from 18 last year. Other companies are getting in on the action as well.
KAP founder Lori Brabant said it can cost a studio more than $100,000 per wrap but she did not want to disclose specific rates. This year, the two biggest customers are Paramount+ — which went all-out promoting shows that include “Yellowjackets” — and Prime Video with “The Boys” and other programs. Others with a downtown presence include AMC, Fox Animation, and FX.
Critics of wraps, including a group called Scenic San Diego, argue the ads are a visual blight. They haven’t made much of a fuss about it after successfully persuading the Port of San Diego in 2018 to abandon plans to allow such advertising year-round. The group did not return calls seeking comment.
In addition to being a powerful advertising vehicle, the wraps can be an option for San Diegans who want a taste of Comic-Con but don’t have a convention badge. It also might be more convenient for those with mobility challenges who don’t want to wait in long lines for the pop-up events and experiences taking over the Gaslamp Quarter. The majority of wraps are within two blocks of Fifth Avenue.
A look at some of this year’s building wraps:
“Abbott Elementary”
Location: Petco Park
Address: 100 Park Blvd.
The ABC/Hulu sitcom “Abbott Elementary” is getting ready for a third season and has been a frequent presence at Comic-Con. The wrap might give the Padres some extra cash after their lucrative TV deal was canceled when the parent company of Bally’s Sports went bankrupt.
“Daryl Dixon” (“The Walking Dead”)
Location: The Pendry
Address: 550 J St.
AMC’s successful zombie franchise “The Walking Dead” has now stretched into multiple TV shows including “Daryl Dixon,” which covers much of the Pendry. On the ground level, fans can find smaller ments for spin-offs “Rick and Michonne,” “Fear the Walking Dead,” and “Dead City.”
Fox Animation
Location: The Omni San Diego Hotel
Address: 675 L St.
Fox Animation celebrates many of its shows on the hotel, including “The Simpsons,” “Family Guy” and “Bob’s Burgers.”
“Good Burger 2”
Location: Hilton San Diego Gaslamp Quarter
Address: 401 K St.
An sequel to 1997’s “Good Burger” covers the Hilton Gaslamp facing the Martin Luther King Jr. Promenade.
“Interview with the Vampire”
Location: Hilton San Diego Gaslamp Quarter
Address: 401 K St.
AMC’s popular TV adaptation of Anne Rice’s book and movie covers much of the Hilton Gaslamp.
“Invincible”
Location: Hilton San Diego Gaslamp Quarter
Address: 401 K St.
Prime Video’s animated superhero epic “Invincible” adorns the back of the Hilton Gaslamp. It is based on the comic book of the same name by “The Walking Dead” creator Robert Kirkman.
“Good Omens”
Location: Toscana Cafe & Wine Bar building
Address: 238 Fifth Ave.
The second season of Prime Video’s “Good Omens” covers the top of the building that used to house the shuttered Toscana Cafe & Wine Bar.
“Yellowjackets”
Location: Hard Rock Hotel San Diego
Address: 207 Fifth Ave.
The “Yellowjackets” TV show from Showtime/Paramount+ has become a cultural phenomenon, and the studio must know it because it covers nearly the entire Hard Rock Hotel in anticipation of the show’s third season.
“Special Ops: Lioness”
Location: Park 12
Address: 100 Park Plaza
“Special Ops: Lioness,” a new spy thriller coming to Paramount+, covers downtown San Diego’s biggest apartment complex, Park 12, which has 718 units.
“One Piece”
Location: Hilton San Diego Bayfront parking garage
Address: 1 Park Blvd
Anime fans are excited, and a little nervous, about the live-action adaption of “One Piece” on Netflix. The wrap might be on a parking garage but will likely get a lot of eyeballs from its location directly on Harbor Drive.
“Shōgun”
Location: Hilton San Diego Bayfront parking garage
Address: 1 Park Blvd.
FX’s “Shōgun” gets a big spot that will be seen from boats on San Diego Bay. The TV series is based on a 1975 book and takes elements from another drama series adapted from it in 1980 that won several Emmys.
Star Trek
Location: Marriott Marquis San Diego Marina
Address: 333 W. Harbor Dr.
There are now more “Star Trek” shows happening at the same time than ever in history thanks to a big push by Paramount+. The wrap features several Star Trek shows, including “Picard,” “Lower Decks” and “Strange New Worlds.”
“The Boys”
Location: Toscana Cafe & Wine Bar building
Address: 238 Fifth Ave.
The popular Prime Video dark superhero show “The Boys” has expanded into animated show “Diabolical” and spin-off “Gen V.” The building-length wrap is directly across from the “Yellowjackets” ment in the Gaslamp.
