There's a lot of noise at Comic-Con.
Many of the estimated 130,000 fanboys and girls assembled at the annual comic book confab are decked out in elaborate home-made costumes (better known among the faithful as cosplay).
There are movie premieres, exclusive sneak peeks at upcoming films, panels with movie stars, and giant installations for different TV shows and films. All of these things compete for attention with a slew of games, toys and authentic costumes and props from movies and films.
A key way studios and brands are trying to break through the clutter is by using high-tech augmented reality and virtual reality experiences. The idea is that these immersive experiences are so different from what consumers have seen before that they will turn fans into evangelists for the brand.