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SDCC 2023: Marvel's booth is town square in the massive San Diego Comic-Con showfloor

Raccoons, exclusive merch, and massive crowds, oh my

Judging by the crowds on Wednesday’s Preview Night at San Diego Comic-Con, Marvel has everything any fan could possibly want at the five-day pop culture event — and with a substantial footprint that includes comics, movies, video games, apparel, and partnerships with no less than four other companies, it’s an idea that feels very convincing indeed.

Located at the heart of the SDCC show floor at booth #2329, the first thing anyone is likely to notice about the Marvel space is its scale: there’s an oversized screen behind a stage that will be used to promote new and upcoming Marvel projects when it’s not part of the live-streamed Marvel LIVE! From San Diego Comic-Con show, running across Marvel’s YouTube, Twitch and social media accounts throughout the convention — and if you wander around the booth, that screen becomes part of a faux New York cityscape for a photo-op stage featuring Miles Morales, Peter Parker and Venom from the video game Marvel’s Spider-Man 2 that was the cause of a significant line on the show’s first night.

That was just one of two photo-op locations at the booth that gave fans the chance to join their heroes; there was also a chance to hang out with Rocket and Groot from Guardians of the Galaxy Vol. 3 to promote the movie’s home release. Rocket was there in person — kind of — with the centerpiece of the booth featuring a stand-in of the character, as well as Lylla, and costumes from The Marvels, Loki Season 2, and other Marvel Studios productions. (The TVA uniform looks good in person, we’ll admit.)

Elsewhere, fans had the chance to buy Marvel-branded clothing from Lids and Kith, with the latter featuring a pop-up boutique that included an X-Men theme, complete with an all-new limited edition X-Men comic book promoting the line. Kith was also hosting a gaming tournament, with fans playing special limited Marvel/Kith arcade machines featuring X-Men branding.

Of course, that’s not all; there were statues to pose with as part of Marvel’s partnership with NFT company VeVe, and promotional material for the upcoming launch of Marvel Move, an interactive fitness app allowing fans to work out alongside their favorite heroes. Marvel Unlimited subscribers can also hit up the booth, with annual subscribers receiving a limited edition comic — Guardians of the Galaxy #4 with a variant cover featuring Jeff the Land Shark — while supplies last. Better rush, though; given those opening night crowds, they’re likely to go quickly.

The Marvel booth has a lot of programming planned for throughout SDCC — you can find a full line-up here — ensuring that it’s going to remain one of the more heavily-trafficked booths for the entire show. But really: looking at what’s available, it’s not hard to see why.


Popverse saw it and did most of it, and you can find all about our guide to All the big news, magic, and moments from San Diego Comic-Con. And if you want to go to SDCC next year, we have the San Diego Comic-Con 2024 dates as well.

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Graeme McMillan

Staff Writer

Popverse staff writer Graeme McMillan (he/him) has been writing about comics, culture, and comics culture on the internet for close to two decades at this point, which is terrifying to admit. He completely understands if you have problems understanding his accent.

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