San Diego Comic-Con (SDCC) is one of the most influential fan conventions in the world, maxing out the 2.6 million square-foot San Diego Convention Center’s 135,000-attendee capacity. The San Diego Convention Center itself piggybacks on the anticipation of SDCC each year by releasing a special-edition batch of just 7,500 chocolate bars in unique flavors. “We have been making the craft chocolate bars since 2016,” said Maren Dougherty, the executive director of marketing and communications at the San Diego Convention Center Corporation. It’s become so much of a tradition that “we frequently hear from attendees who keep the wrappers as a souvenir of their time in San Diego,” she said. Another case study: Shudder’s presentation of “Clown in a Cornfield—The Experience” at the Hilton San Diego Gaslamp Quarter, which transported guests into the plot of the upcoming AMC+ film.