The experience economy of TV promotion at San Diego Comic-Con

 Kohnen, M. E. S. (2021). “The experience economy of TV promotion at San Diego Comic-Con”. International Journal of Cultural Studies, 24(1), 157-176. https://doi-org.libaccess.sjlibrary.org/10.1177/1367877920935888

 Overview: 

For this assignment, I wanted to showcase research about the significance of fandom and immersive experiences. Fandom is an affinity towards a form of media entertainment such as books, movies, shows, or animation. Fandom immersive experiences have gained mainstream popularity due to social media and fan participation.  This participation can be seen in the creation of fanworks such as art, stories, and short videos. Museums are known for creating immersive spaces where visitors can interact and learn about history or science. This can be seen with the La Brea Tar Pits exhibit where visitors can pull a lever and feel how thick the asphalt is and imagine how difficult it was for animals that became stuck.Transformative works such as fanart and fanfiction allow fans of a media property to engage with the medium. The proliferation of social media has allowed fans from all over the world to connect over a shared medium which fosters a sense of community.

 But even before the mainstream popularity of social media, conventions were the places where fans of an entertainment property would congregate and bond.  Companies have taken note of this increased fan participation and have responded in kind by creating more interactive fan experiences through social media campaigns, pop up shops, and by setting up booths and fan-centered immersive experiences at events  such as San Diego Comic Con. This is part of a growing trend of transmedia where the relationship between brands and consumers has shifted into a more collaborative and interactive one. Brands such as Amazon, Disney, and Warner Bros. have taken the opportunity to create immersive experiences based on beloved properties and shows. The consumer is no longer a passive user, but is a critical component of the marketing and companies have become more responsive to this demand. The experience economy is reaching another generation of fans who value experience as much if not more than collectibles. 

Summary: 

    The article examines how fandom and brand culture are being redefined in immersive and theatrical spaces. Companies tap into their followers and create immersive experiences as a way to promote their products, engage the consumers, and create immersive experiences that redefine what fandom is. San Diego Comic Con is an annual convention that takes place every July at the San Diego Convention Center. Conventions such as San Diego Comic Con have become spaces where fans of a particular genre or entertainment medium gather and engage with each other and the creators of their beloved property. Conventions have been associated with the obsessive collector but with the popularization of films such as Harry Potter and Twilight and the increased participation of women and fans from diverse backgrounds, conventions and the companies have had to become more creative and mindful in how they engage the consumers of their properties. 

 They are now immersive spaces where fans of any genre such as science fiction or fantasy can engage with the medium in other ways. One example of this can be seen with the “off site”. An off site is a set up that usually takes place outside of the convention center. It is a booth or a set up that is based on a show or a movie. They can include mazes, activations, trivia, games, and interactive experiences. The fans will usually be given with a gift bag or “swag” for taking part of this form of experience, or experiential promotion. 

  Book fairs in a K-12 setting function in a very similar fashion. Scholastic Book Fairs will sometimes have theme fairs and send the schools themed decorations such as garlands, posters, displays, boards, and bookmarks. The article mentions events such as parties, drinks, food, and games as part of a company’s way of connecting with fans and perhaps reaching a new audience with their setups, booths, and interactive experiences. Librarians in a K-12 setting can apply this concept in their respective spaces. 

   The article also emphasizes the experience economy as a proactive space where fans are as much a part of the medium as the actual creators. The author stresses this when she states, “At offsites, fans become important “co-creators” as marketers rely on them to spread buzz about TV shows, films, and entertainment brands” (Kohnen, 2020). This quote pretty much sums up how the relationship between the medium and the fan has been reinterpreted and reinvented. In theory, a school librarian could apply this concept into their space by inviting students who are a fan of a certain medium to create an immersive experience in the school library. Students could take a fantasy title or a manga and create a space that spotlights the title or series. This could engage other students who may not be familiar with the library’s collection. This can foster a sense of community in the school library space. While San Diego Comic Con is composed of large companies such as Amazon, Disney, and Warner Brothers, a librarian in a K-12 setting can utilize this strategy and recreate a similar space to foster connections and utilize a space for fundraisers. 

In conclusion:

    Companies such as Disney, Paramount, and Nickelodeon have taken up space at the convention and surrounding area where they set up booths and exhibitions where fans and curious onlookers can participate. Libraries have applied and can continue to learn  from this concept in order to create a similar environment and experience for their respective school communities. Immersive experiences are also an opportunity for children and teens to be introduced to a media property that may have been adapted from a book. In theory, this could lead to an increase in readership of a specific title or series. Immersive experiences are a symbiotic relationship where companies can promote their products and services while fans and visitors can have an introduction to a form of media and entertainment that they may not have been exposed to. School libraries can apply this into their school communities on a much smaller budget and through student participation. Students who are fans of a specific manga title or Star Wars can help promote the fandom and introduce new or casual readers to material. Public and academic libraries can also incorporate this into their respective educational environments and create a community without the presence of large media. They already have the materials. They just need some collaboration and student participation.