NEW YORK (
) - More than 100,000 attendees are expected at this year's San Diego Comic-Con, the four-day conference that went from comic books fans and sci-fi geeks to the-place-to-be for all pop culture.
This year, newcomers including A-list movie stars like Hugh Jackman promoting
and Hello Kitty will be attending the show, which kicks off on Thursday. New movie releases and hit TV series likes
s "The Walking Dead" and
s "Game of Thrones" will also fight for the spotlight.
Another first timer deserving particular attention from retail investors will be
(BBY - Get Report)
, the electronic retailer eager to be seen as cool and hip. Of course, investors have liked what they're seeing in the company, which has gained 141% this year.
Best Buy, along with Fox and
, is co-hosting Power-Up! Cafe, the media lounge at the Hard Rock Hotel.
"Anything Best Buy does to convince all their stakeholders that it's reinventing itself is a smart move," says Michael Robinson, executive vice president of Levick Communications and manager of the firm's Corporate and Public Affairs Practice Group.
"You've got to go where the money is -- in this case if indeed the people going to Comic-Con are buying computers, keyboards, consoles and surface tablets then you should go there too. It makes sense.''
Glenn Kelley, owner of marketing firm
Kelley & Cohorts
in Wellesley, Mass., and a lecturer at Babson College, notes that attendees at Comic-Con are part of the "early adapter" crowd, referring to tech-savvy customers who are typically the first to buy new product versions. Additionally, hundreds of journalists and bloggers regularly attend the show.
Sponsoring a place specifically for the media to hang out "creates buzz," Kelley says. "What this can hopefully do is create a lot of positive word of mouth and brand awareness, and increased appeal for their products."