Doctor Doom took over downtown San Diego, and Marvel was fined $160,000
Marvel's stunt raised concerns among city authorities, but the contractor didn't stop.
Marvel Studios was fined a total of $160,000 for large-scale advertising of the film "Avengers: Doctor Doom" during San Diego Comic-Con. According to The San Diego Union-Tribune, the structure completely covered the famous Gaslamp Quarter arch.
City authorities had previously refused to approve the project due to safety concerns and pedestrian traffic during the festival. Despite this, Elevue Outdoor, the company hired by Marvel, continued with the installation and then refused to remove the decoration after being ordered to:
"The contractor knowingly created a safety hazard and refused to rectify the violation, so they received appropriate orders and fines."
The amount of fines increased daily. The advertisement hung on the arch for six days, and by the end of that period, the daily fine reached $50,000. For comparison, throughout the entire Comic-Con 2025, San Diego authorities issued less than $25,000 in fines for illegal advertising.
Such violations have long been part of the advertising race surrounding Comic-Con. Studios and building owners often factor fines into their promotional expenses for prominent locations in downtown San Diego. In the case of "Doctor Doom," the cost of such advertising turned out to be significantly higher than usual.
"Avengers: Doctor Doom" will be released in theaters on December 18, 2026.
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