Downtown San Diego has become a canvas for the latest TV shows and video games with wraps attached to more than 30 buildings.

Set to be completed before San Diego Comic-Con International kicks off Wednesday night, the advertisements are for everything from the “Lord of the Rings” show to the “The Walking Dead” franchise.

Most of the building wraps are technically illegal. But given that the penalties are lower than the revenue that building owners get from the wraps, they do it anyway.

The city can fine hotels and businesses up to $10,000 a day, but such high sanctions are rare. It is more common for the city to give out warnings or a $1,000 per day citation.

Some neighborhood groups have complained in past years that the building wraps are a blight on downtown. That contrasts with Comic-Con attendees who enjoy seeing the buildings transformed.

Justin Wu, a local surgeon downtown Monday promoting his Healing Little Heroes Foundation, said that he has seen the scale and quality increase over the years.

“I love it. They are big and colorful,” he said, wearing a Captain America costume. “They keep getting bigger and bigger.”

The company responsible for most of the wraps is New York-based KAP Media Group. The company started with one wrap in 2012 and has seen its business grow each year. It has 25 this year, up from 23 last year and 18 in 2022.

KAP founder Lori Brabant said a lot of work goes into the wraps from picking the colors that will go best with the building to figuring out how to fit around the contours of different properties.

“These are pieces of art,” she said. “It is very exciting for us to see it come to life.”

Most wraps are attached with an adhesive vinyl, but different materials can be used depending on what the building calls for. Brabant said wraps can cost more than $100,000, but did not want to disclose specifics.

Not all of the building wraps are illegal. The Port of San Diego allows building wraps on land it controls west of Harbor Drive and Pacific Highway.

There are plenty of other advertisements downtown besides wraps. Marvel Studios has banners on flags for the “Fantastic Four” film opening next summer; San Diego Trolley has wraps for “The Sandman” and other properties; the Jack in the Box on C Street was turned into a promotion for the “Deadpool & Wolverine” film; and banners for the new Batman show “The Penguin” are posted along the trolley tracks.

One of the biggest advertisements is on a new three-sided digital billboard outside the Gaslamp Quarter trolley station that will play advertisements for the new Peacock show “Those About to Die” and the opening ceremony of the 2024 Olympics in Paris.

Here is a look at some of this year’s building wraps:

Daryl Dixon (“The Walking Dead”)

Location: The PendryAddress: 550 J St.

AMC’s successful zombie franchise “The Walking Dead” has now stretched into multiple TV shows including “Daryl Dixon,” which covers all of the Pendry San Diego hotel.

The Rings of Power

Location: Toscana Cafe & Wine Bar buildingAddress: 238 Fifth Ave.

Amazon Prime’s Lord of the Rings show, “The Rings of Power”, is back for a second season. This building was used last year by Prime’s other big franchise, “The Boys.”

Fox Animation

Location: The Omni San Diego HotelAddress: 675 L St.

Fox Animation celebrates many of its shows on the hotel, including “The Simpsons,” “Family Guy” and “Bob’s Burgers.” The southern side features Maggie Simpson holding building blocks that spell out SDCC .

Marvel: Contest of Champions

Location: Hilton San Diego Gaslamp QuarterAddress: 401 K St.

The Contest of Champions game features a big installation in the Martin Luther King, Jr. Promenade with a Ferris wheel. You can see an advertisement for the game, featuring Wolverine, Captain America and Deadpool, on the wall of the adjacent hotel.

Abbott Elementary

Location: Petco ParkAddress: 100 Park Blvd.

The ABC/Hulu sitcom “Abbott Elementary” is getting ready for a fourth season and has been a frequent presence at Comic-Con. For a second year, it covers much of Petco Park.

Anne Rice’s Immortal Universe

Location: Hilton San Diego Gaslamp QuarterAddress: 401 K St.

AMC’s franchise of shows based on Anne Rice books has now spread into three shows: “Interview with the Vampire,” “Mayfair Witches” and (in development) “Talamasca.”

SpongeBob SquarePants

Location: Hard Rock Hotel San DiegoAddress: 207 Fifth Ave.

The beloved animated series “SpongeBob SquarePants” is celebrating its 25th year by taking over the entire Hard Rock Hotel. Memes on the building have already been a big hit on social media.

Star Trek

Location: Marriott Marquis San Diego MarinaAddress: 333 W. Harbor Drive

The biggest wrap this year, at 36,000 square feet, is for Paramount+’s series of “Star Trek” shows.

Elden Ring

Location: Hilton San Diego Bayfront parking garageAddress: 1 Park Blvd

The role-playing game Elden Ring, which won several “best game of the year” awards in 2023, is advertised on a heavily used parking garage near the Convention Center.

Tales of the Teenage Mutant Ninja Turtles

Location: Park 12Address: 100 Park Plaza

The latest Ninja Turtles show coming to Paramount+ covers downtown San Diego’s biggest apartment complex, Park 12, which has 718 units.

Originally Published: July 23, 2024 at 12:51 p.m.