Marvel Delivers a Disney-Style Fast Pass Experience at San Diego Comic-Con with NextMe
At San Diego Comic-Con 2025, Marvel launched a H.E.R.B.I.E. photo activation that drew massive crowds. To protect traffic flow and nearby exhibitors, they needed a smarter way to manage demand while still keeping the energy of a live standby line.
The Challenge
With an estimated 135,000 people attending SDCC 2025, Marvel needed a way to control their fan flow. They faced many of the same challenges that exhibitors commonly experience at large conferences:
Limited booth space
Stanchions held just 15 attendees at a time.
Traffic risks
Endless lines threatened to block aisles and disrupt other exhibitors.
Fan expectations
Guests wanted a premium, immersive experience, not 2-hour waits.
Operational strain
Staff needed a system that balanced throughput with engagement.
The Solution
Marvel leveraged NextMe’s virtual queue management software to transform the fan experience:
Virtual line
Fans joined via QR code or SMS and explored Comic-Con while waiting.
Smart batching
Groups of 15 were called back, matching stanchion capacity.
Fast-Pass feel
Short standby lines preserved excitement without creating congestion.
Branded waiting room
Fans in the queue engaged with Marvel content on the Virtual Waiting Room while they waited.
The Results
Marvel and NextMe aligned on success metrics, delivering measurable wins:
Exceeded throughput target by 37.4%
Originally targeting 40 attendees per hour, the booth managed to serve 55 attendees per hour with NextMe.
Efficient fan interactions
Photo ops stayed under the 90-second target.
Stronger operations
On-site training built a sustainable system without single points of failure.
Real-time adaptability
Configurations were fine-tuned in real-time to match attendee flow.
Photo courtesy of Instagram.
Working with NextMe at SDCC transformed Marvel’s booth experience — we managed to exceed our throughput goals, reduce wait times, and elevate the energy of the line without losing immersion. A win all around.
Robbie S., Event Producer @ AKJOHNSTON Group