Dates July 24-26, 2009
Trying to find my place at my first Comicon, I realized I was undeniably a fish out of water. In fact, I cut short my annual fly-fishing pilgrimage with clients to Montana and British Columbia in order to be in San Diego July 24, 25, & 26. I had been looking forward to the Comican adventure, anticipating the whole scene, especially my participation in a panel discussion. I pride myself at being able to act as a chameleon in life, blending in with any environment, while I familiarize myself with the surroundings, determine how long I want to stay, and decide what impact I want to make. Outfitted in my first-ever all black clothing ensemble, next to my co-author, Ian Holt, I still looked like Roy Rogers at a Pow Wow.
The Westgate Hotel, where our US publisher, Dutton had rooms for us, was lavish, and better yet, within walking distance to the Convention Center. Ian and I both checked in Friday afternoon, about 3 hours apart. We decided to head to the event, in search of our credentials, which was no easy task. About two blocks from the convention center, we were struck by the enormity of the crowd. Once near, we began asking specific directions, and funnily enough, the most accurate information was delivered by scantly clad “marketing representatives” of a dating service, whom I initially mistook for Comicon workers in costume.
As we entered the hall, we showed our initial paperwork, were quickly and efficiently processed through the “professionals” area, given our passes, and a bag full of informational booklets. As I tried to adjust to my initial sensory overload, Ian and I decided to map out the lay of the land and find the rooms where we would be “performing” on Saturday. As we walked, probably in circles, the massive size of the convention hall buildings was hitting home, and we realized no one gave as good directions as the dating service girls. We ran the maze like intelligent little mice, and eventually found our panel hall, the author’s autograph area, the bathrooms and the food court— all essentials accounted for. I finally relaxed, knowing at least I would be able to show up at the right place on time.
So, it was time to start trying to blend in and look like I belonged there. Not easy. There were many people dressed in character costumes, who looked as if they had just walked off a Hollywood set, very impressive indeed. There were others, I am sorry to report, who should have looked into the mirror and left the spandex at home.
I actually recognized about half of the characters; Ian filled me in on the rest. To be honest, most of my trepidation regarding Comicon was rooted in the fact that I do not play video games, and have not read a comic book in 35 years. I can distinguish a green drake mayfly from a mottled brown caddis fly from 30 feet, but an original Green Lantern from a modern Green Lantern, forget it. But, I do like a challenge.
The enormous popularity of the vampire genre really struck home with me at Comicon, and I began to put it all into perspective, including the marketing budgets of book publishers for an event like this, versus the enormous budgets for TV and movie marketing. The super popular HBO series “True Blood” had special door hangers mimicking “this rooms needs cleaning” or “please do not disturb”. Theirs were printed in red and black with the phrases: “Please clean this room, we’ve stepped out for a bite” on one side and “Please do not disturb, The Un-Dead aren’t morning people” on the other side. Brilliant! Instant souvenir.
The highlight Friday was trying to connect with our friend and “Dracula the Un-Dead” researcher, Alexander Galant and his wife Carmen from Toronto. They had a Star Wars short films entry, and had been selected as one of the finalists for the Lucas Awards. Ian and I quickly realized seating for any Star Wars event entailed a minimum of 2 hours standing in line. Not possible. Alex tried his best to snag some VIP passes for us, but this turned out to be an unrealistic challenge. Tolerating standing in line has never been my strong suit, so I eased back to the hotel for a quick supper and bed, wishing the best for Alex and Carmen.
As it turned out, although their film was not the big winner, Alex and Carmen were runners-up in a few categories. They didn’t have much time for disappointment, they were back again in the morning to hand out promotional cards at the Penguin booth and assist us as we prepared for our panel discussion.
Saturday morning, I had breakfast with cousins of my wife, Thomas Hughes, his wife Tammy, and their two lovely daughters Carolina and Mary Susan, South Carolinians transplanted to Southern California. Thomas works for MGM in their website design department, and he and his family were looking forward to Saturday at Comicon. Thomas recently unveiled MGM’s new website for “Stargate”, with very cool new technology from Microsoft called Silverlight. Thomas also had to find a way to score VIP passes for his boss for the TV series LOST panel, later that day. Not an easy task.
After breakfast, Ian and I met up with the film crew organized by our licensing and merchandising agent, Shannon Mulholland of MODA. The crew was on assignment to chronicle our “coming out” party at Comicon, film all of our events, and to capture the spirit of our reception.
Once in the publishers aisle I found where Dutton had displayed its goods. Besides our book, Dutton was also highlighting Level 26, by the creator of CSI, Anthony Zuiker. I looked across the aisle to see the Twilight booth, in all its glory with many people lined up for an author’s autograph. Sadly, not Stephanie Meyer, or I might have gotten in line myself, or maybe not.
So, I hung out at the Penguin booth, handed out promo cards, smiled a lot, introduced myself to visitors who showed an interest in the corner of the table with our book cover display and the boxes of red hots.
Dealing with marketing to a moving conveyor belt of Comicon fans was a new adventure. My mission was to identify the vampire fans and anyone else who may be interested in “Dracula the Un-Dead”, out of the throngs of thousands just shuffling by with glazed looks in their eyes. I realized that the 125,000 people in attendance had already been running the gauntlet of hundreds of other marketing people, offering swag and thrusting cards at them, in an attempt to grab their attention for anything more meaningful than a 5 second “walk by”.
My strategy was simple: get eye contact and share a smile, then I had a chance to get them to look at our booth. Ian and I had a book sized poster of “Dracula the Un-Dead” on our table, next to 20 other books Penguin was promoting. And, we had the mini-book replica box of “red hots” to lure them in. The red hots were unique– I did not see them anywhere else at Comicon. Obviously, there were plenty of much bigger giveaway’s: inflatable swords and massive over the shoulder bags, which became walking billboards for a variety of TV shows, movies, and video games. I suppose they also represented a status symbol; the more full the bag, the more endurance one possesses.
When I spied a T shirt that had anything remotely relating to vampires I would ask the shirt-wearer if they were a Dracula fan. Then I would thrust my 5 by 7 card at them with a box of red hots and blurt out, “Here is the family supported sequel that I have written. I am Dacre Stoker, great grand nephew of Bram Stoker”. I would follow with, “Our publisher is giving away 100 free ARC’s in the signing area, my co-author and I will be glad to sign them at 2:30 after our panel discussion.” How was that for two sentence, two breath marketing?
Panel discussion-minus 40 minutes. I went upstairs to sit down, collect my thoughts, relax, and use the bathroom before going “on stage”. With 15 minutes to go, I headed to the discussion panel, and was pleasantly surprised to see such a large line up to access to our room. It was not quite Star Wars’esque, but it seemed pretty close! The other panelists were all gathered in the alcove near the entrance, and Carrie Swetonic, our Dutton representative, introduced me to each of them. One of the other panelists, Jeanne Stein said, “You don’t look anything like what I was expecting of a relative of Bram Stoker”, so a few of us expanded on that theme for a few lighthearted moments. I admitted that I had not read their books, so we shared synopses of our stories in those last few moments before we were ushered into the room to be seated.
Prior to this panel discussion entitled: “Josh Whedon, is he the Bram Stoker of his day”? , each participant was given some general questions which the moderator, fellow author Les Klinger, (Annotated Dracula) would pose to the authors. He was very effective: kept us on track, stimulated interesting discussion, made sure we all participated, and assured the audience heard something at least remotely related to the topic. We then fielded a few questions from the audience before our hour was up, and the organizers ushered us out to make room for the next panel.
At the conclusion of the discussion, Ian and I moved into to the authors’ autograph area, to sign advanced reader copies of “Dracula the Un-Dead”. We had a hundred to sign, which were gone in about 45 minutes. One interesting element to me are some of the comments and fan reactions while signing, although the family cards are stacked in my favor, most people are very curious and somewhat skeptical of my true bloodlines. Initially, people seem confused when I explain what it means to be the great grand nephew, but the look in their eyes usually clears, when I clarify by saying, Bram Stoker’s youngest brother, George, was my great-grand father.
I got a bit of a pleasant surprise when preparing to sign one copy. As I asked if he would like the signature personalized, I looked up for the book holder’s name on the pass dangling around his neck. I realized the man smiling down at me was none other then J. Gordon Melton, a very well known Vampire scholar and author. I was flattered he was there, pleased that I recognized him, and delighted I had the opportunity to arrange a photo with him and some of the other authors.
Once the signing was history, we retreated back to our hotel, where the MODA film crew had set up to tape interviews with me, Ian and Alex. Being a rookie at this, I needed Carmen to wave a small card behind the camera to remind me to repeat the question from the interviewer, as he would be edited out of the finished product.
On Sunday morning, I wandered back to the convention center, but this time in obscurity, no longer wearing black or trying to assimilate, and under no pressure to perform. Now, I could simply take it all in, and buy a few souvenirs for my family members. I found some very appropriate bat earrings for Belle, and a bat necklace for Jenne. If they are going to hang with any of this crowd at book launch events, now they will have a head start on trying to fit in.
I started up a conversation at a “Famous Monsters” booth, and one of the attendants noticed my name. After the initial recognition, he asked if he might arrange taping an interview for a podcast for his website. Now, I am learning, take the free advertising when you can get it. No black shirt, but the guy asked great questions. Ten minutes, all done.
Ian and I had lunch with Mike Kuziack from AEI, our literary management company, and Terrance Coles, the head of the MODA filming crew. We brainstormed about the upcoming Vampire-con in LA, potential marketing plans involving vampire mystery cruises, and custom built vampire theme caskets. Ian and Terrance then departed to LA, as Ian had a full week of meetings regarding possible “Un-Dead” movie rights, as well as some of his other film projects. Mike set off on his motorcycle to Arizona to visit his parents, and I retreated once again, to chill out in my hotel room.
I did manage some final excitement, prior to very frustrating flight delays which necessitated my taking the red-eye home. I was able to catch up with Tony Lee, a friend from London, and graphic novelist of the soon-to-be- released “Harker”, and Harry Marcos from Markosia publishing. Ian and I are writing the afterward to Tony’s graphic novel sequel to Dracula.
Tony Lee and Harry Marcos are very talented indeed, and seem to know everyone in the graphic business, probably because they are both genuinely very nice people, and have been in the business for quite a while. Over a few beers and dinner, they both very kindly pledged to assist me with my quest to help the Bram Stoker Society raise funds to have a bust of Bram commissioned and erected in a suitable location in Dublin.
This was going to be an early evening for everyone, there had been enough action the last few nights. So, we all headed back to our hotels to rest up before beginning the arduous journey home.
I am not sure what is more daunting to consider: another Comicon, the upcoming Vampire-con in L.A. in August, or having to travel via airlines these days.
I will keep you posted.
Dacre
Read about this “find” 