At most conventions offsites and activations act as an alternate means to promote a studios content outside of the show floor. These experiences can vary widely; some can end up being a simple photo-op, others tend to me more elaborate activations, while others are more chill lounging experiences. However all of them generally have one thing in common in that they all want to showcase a new products or content from a new show and drum up interest. That said most times these offsites and activations can really enhance a convention experience and provide a more exclusive or intimate experience than just showing off products on the show floor. In the past companies like Max (HBO), AMC, FX, Hulu, ABC, Sony, and more have taken themselves off the show floor and put on highly detailed and entertaining experiences for fans to enjoy.
It can become difficult to cover every experience as the sheer amount of them and the time it takes to get into and through them adds-up especially during San Diego Comic-Con but here are a few standouts from 2024.
Max’s The Penguin Iceberg Lounge and 44 Below
When it comes to offsites Max (HBO) has hands down been at the forefront of putting on elaborate, unique, and memorable experiences from my person favorite Westworld experience back in 2017 to a whole host of others including the Johnnie Walker White Walker Tastings, Pop-Up Shops, Watchmen Parties, and 2022’s House of the Dragon: The Dragon’s Den. For 2024 Max went all out on their Iceberg Lounge experience to promote the upcoming The Penguin show.
Usually I save my thoughts towards the end of a description before providing any input but I will braek the norm and straight-up say right here this experience turned out, to me, to be not just the best offsite one of year but one of the absolute best experiences I have ever attended; matching if not even surpassing the aforementioned Westworld experience. The entire team behind making this happen including the actors, the partners, the MAX staff and everyone involved absolutely went above and beyond to truly make this experience truly immersive and unique and they need all the credit for it!
So what did they do to make this so special? The answer was turning Bloom Nightclub in the Gaslamp District into Gotham’s famed Iceberg Lounge as well as the more exclusive 44 Below. Starting out by entering the lounge through a multi-sensorial “Iceberg Descent,” navigating guests through the wreckage left by The Riddler and dropping us into Gotham’s notorious Iceberg Lounge lobby. Guests were then screened and eyed up by security guards to make sure they had the all clear from Oz to enter the main club.
Once inside the club featured live DJ and dancers, lounging areas photo-ops, and a place to get some temporary ink. Additionally in the main area guests were provided with a Slush Puppie slushie, mini hot dogs, a neat ‘drops’ pin, and as the event was 21+ a wristband which allowed for two alcoholic drinks all courtesy of Oz.
If this was the only thing going on for the experience it would have been a fair offsite but that is just the beginning of this experience. What truly set the event apart was the opportunity to gain access to 44 Below. In order to get into 44 Below thiugh you needed to get the password which required needing to go on a scavenger hunt of sorts in order to find Oz talking to different people in the club and giving passwords until you finally got the club password. I think I somewhat stumbled on the end of the scavenger hunt fairly quickly as I got my club password and made my way direct to the lounge.
And this is where the differences began. Whereas the nightclub area had a grungier feel to it as was likely intended once you entered 44 Below you were treated like royalty and where the experience really differentiated itself. As soon as you enter 44 Below the clubs manager greets you and gives you a lay of the land offering you drinks, food, smokes, jewelry, a seat at Oz’s chair, and whatever else you want of course all courtesy of OZ. The intention which I think was pulled off expertly was that difference in how each part of the experience felt; with the nightclub feeling as if you just got into the door while getting into the 44 Below area felt like you were in Oz’s closer circle.
So what was in 44 Below? Well a bit of everything
Photo-Op
Guests were able to get a photo at Oz’s couch. Sadly I don’t think my digitial copy came through though I do have a hard copy!
Ink
Similar to outside there was a temporary tattoo station with a few designs that could be spray painted on you.
Teresa Lane Permanent Jewelry
As the club manager said they had jewels and they really did, specifically courtesy of Teresa Lane Jewelry. A station was set up where members of the Teresa Lane Jewelry Team offered guests the opportunity to get some bling. Specifically guests had the choice of a 14k Gold Filled and Sterling Silver chain bracelet with the option of a gem to be added and then permanently closed. Certainly a really exclusive treat which I heard was harder to come by later in the evening.
Payne Mason Cigars
Additionally the folks at Payne Mason Cigars offered guests their choice of one of four of their varieties of handmade cigars. They even had one of their expert cigar rollers on hand to roll cigars in person. Though we could not smoke the cigar in the club this is another unique item I personally have not seen given out as part of an experience before.
Jefferson’s Bourbon
What would a nightclub be without some beverages. So only the best was served when another club manager came up to my seat and said I looked like I needed a drink and offered me a taste of two different varaties of Jefferson’s Bourbon; Jefferson’s Ocean Aged at Sea with fully-matured straight bourbon whiskey extra-aged aboard ships that sail the world’s oceans and Tropics Aged in Humidity Kentucky straight bourbon whiskey exposed to heat and humidity. These were not your everyday bottles of Bourbon!
Food and Champagne
Even the food and drinks were better in 44 Below with waiters serving glasses of champagne along with a plate of food which included Beef Sliders, Arancini Bites, and Chicken Satay Skewers.
Oh and some of the cast and even Jim Lee popped by 44 Below during the press preview to hang out.
Unfortunately, after about 90 minutes into the experience a fire in the building next door caused a mass evacuation of the entire building; which I initially thought was a way to clear out the experience to allow a new session of people in. In either case having experienced everything in the Iceberg Lounge and in 44 Below I decided to not re-enter once they finally got the all clear as I truly felt I had a great time and felt welcomed for the entire duration I was there.
Again this ended up being one of the best put on experiences I have been a part of and I hope Max continues this level of experience in the future.
Outside the convention center there was a Gotham Ice Truck serving free Slush Puppies and offering ways to grab tickets to the Iceberg Lounge.
Max did host a panel on Saturday of Comic-Con, unfortunately though having stretched myself a bit too thin in order to experience a bit of everything finally caught up to me and I was not able to get myself into the The Penguin Hall H panel so I unfortunately don’t have anything from the panel to share. That said I am hopeful a panel or the experience makes it’s way to New York for New York Comic Con later this year.
Official Max description for The Penguin
The Max Original series The Penguin, from Warner Bros. Television and DC Studios, debuts September 8. Starring Colin Farrell as Oz Cobb (aka “The Penguin”), the eight-episode DC Studios limited series continues filmmaker Matt Reeves’ The Batman epic crime saga that began with Warner Bros. Pictures’ global blockbuster “The Batman” and centers on the character played by Farrell in the film. Cast includes Colin Farrell (Oz Cobb), Cristin Milioti (Sofia Falcone), Rhenzy Feliz (Victor Aguilar), Michael Kelly (Johnny Viti), Shohreh Aghdashloo (Nadia Maroni), Deirdre O’Connell (Francis Cobb), Clancy Brown (Salvatore Maroni), James Madio (Milos Grapa), Scott Cohen (Luca Falcone), Michael Zegen (Alberto Falcone), Carmen Ejogo (Eve Karlo) and Theo Rossi (Dr. Julian Rush).
Peacock’s Those About To Die: The Chariot Race
To promote their newest show focused on the corrupt world of the spectacle-driven gladiatorial competition Peacock took over a portion of the Gaslamp district to give attendees one of the subtly best offsites this year – a chariot race. Guests were first escorted into the betting tavern, where we were divided into one of five factions where we discuss strategy for winning the upcoming races. As the lead game maker explains it is anyone’s race to win.
Once our pep-talk with our faction leader concluded we were ushered into the “Circus Maximus” where there was a literal chariot race, though with miniaturized race track. Each team of five got to lead their horses in one race around the circuit with the winner claiming victory. The lead game maker gave play-by-play analysis and had hearty quips for all those in attendance. After the races were complete the team with the most victories was declared the winner, though we all got to go home with a neat pin.
Once finished there was a photo-op with a full size chariot to stand on.
For a fairly simple activation this happened to hit all the right spots and was done quick and efficiently without making people wait excessively outside. Kudos to the team behind this activation!
Official Peacock description for Those About To DieThose About To Die is an epic drama set in the corrupt world of the spectacle-driven gladiatorial competition, exploring a side of ancient Rome never before told — the dirty business of entertaining the masses, giving the mob what they want most…blood and sport. The series introduces an ensemble of characters from all corners of the Roman Empire who collide at the explosive intersection of sports, politics, and dynasties. Stream the Peacock Original series Those About to Die exclusively on Peacock.
Paramount+ The Lodge
Paramount+ was seemingly everywhere this year having sponsored the SDCC badges and lanyards. Their presence was also felt with the return of their The Lodge experience. Similar to last year The Lodge: A Paramount+ Experience was a fairly laid back experience unless you wanted a Star Trek shirt. The experience walked guests through a number of shows and movies including Teenage Mutant Ninja Turtles where fanscould recharge with a slice , Star Trek where fans could snag a custom t-shirt (though the line for this filled up pretty quick and ended up being capped), an If themes photo-op, a Ghosts themed scent room, and a Spongebob Squarepants room.Though it was a bit of a timed experience that did meant that when you had a specific slot you were for the most part guaranteed in and it was still a fun experience.
Though not technically part of The Lodge experience this year the Paramount+ scavenger hunt did return with prizes for those who were able to locate all the photos in the photo passport. The gift bag included a heat changing mug, some pins, and a reusable tote!
Shaun Of The Dead Pop-Up Experience
To help celebrate the 20th anniversary of the first movie in Edgar Wirght’s Cornetto trilogy Shaun of the Dead Focus Features recreated the Winchester Tavern for an immersive pop-up experience throughout the convention. The experience offered photo-ops, a can of themed beer courtesy of Beer Zombies, exclusive merch, and a look at Funko Fusion game including a first look at the Shaun of the Dead-inspired level of the upcoming co-op action game.
The inside of the bar was set-up like the Winchester tavern down to the replica Winchester Rifle above the bar. Inside guest were able to get a quick game of pool, take a few photos next to a banner or a record player, or stare out a window with a hoard of zombies approaching. Guests were given a Beer Zombies Brewing Co can of Winchester Plan” a European Style Lager crafted with the finest malt and noble hops to sample.
The other big draw of the pop-up was the showcase of the upcoming Funko Fusion video game. This single player and online co-op experience video game developed by 10:10 Games and features an extremely wide range of franchises including Jurassic World, JAWS, Back to the Future, The Thing, Shaun of the Dead and Chucky as well as TV series such as Battlestar Galactica, The Umbrella Academy and Masters of the Universe to name a few. Finally there was Shaun of the Dead Merchandise for purchase including shirts, socks, mugs, pins, and hats.
