Nerd Love Is Worth Millions at Comic-Con

Brands spend big on superfan loyalty

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Brands are opening their checkbooks to reach fans at Comic-Con in San Diego.

The going rate to put an image on the facade of the Marriott Marquis, which sits next to the convention center hosting the event, is $500,000, according to a source.

What exactly is the limit on what marketers will invest to rise above the noise at SDCC, arguably the world's single largest gathering of self-selected superfans—and to brands, rabid, pop-culture evangelists? "I think it’s endless," says John Keefer of Crave Online, which is putting together Friday night's shindig in support of TNT's Michael Bay-produced contagion drama The Last Ship aboard the decommissioned aircraft carrier Midway.

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