Recent years have seen most major studios skip San Diego Comic-Con, largely because attending is so expensive (how much of a difference a splashy Hall H panel makes to box office takings has long been debated). However, Marvel Studios paid the price for its recent appearance at the show. The company chose to ignore those warnings, and Marvel Studios will have to pay the price. San Diego issued $48,500 in advertising fines this year, but it seems officials felt Marvel Studios' effort was a step too far. However, Marvel Studios dominated Comic-Con (DC Studios largely gave it a miss aside from a low-key Lanterns panel), so it may well have wanted to be seen all across San Diego.