COMIC CON ACCORDING TO THE TRADES (VAR, THR)

By Stephen Saito

Both trades have stories about this weekend's Comic-Con which officially starts Thursday in San Diego. Variety says this year's highlights will come from TV, not film:

As this year's Comic-Con begins tonight in San Diego, three pricey pics are again directed squarely at the demo: Sony's "Spider-Man 3" opens next May, and Fox's "Fantastic Four" sequel and Paramount's "Transformers" are slated to open soon afterward. Expectations -- and studio investments -- are high.

But compared with last year, on the eve of "King Kong" and a new "Harry Potter" installment, stakes at this year's Comic-Con are small. This year fans will have to settle for a taped message from Peter Jackson in the sneak peek of the "King Kong" DVD, or a snippet from Paramount's fantasy pic "Stardust." New Line's "Snakes on a Plane," while not derived from a comicbook, will look to tap the fanboy domain to build on its sizable advance buzz ahead of its Aug. 18 release.

This time, it's TV that is looking to fill the gap and capture fan fervor at Comic-Con. All the major networks have significant plans for the confab, along with cable stalwarts like Sci Fi Channel, USA, Cartoon Network and Nickelodeon.

NBC is planning a push for its superhero skein "Heroes," while CBS/Paramount will screen its new series "Jericho."

Meanwhile, Borys Kit at The Hollywood Reporter writes that the comic book convention has (rather obviously) captured the hearts and minds of Hollywood:

The convention has grown far beyond its science fiction and comic book roots to become a place where the entertainment industry comes to market its wares.

"These Comic-Con people, they have their ear to the ground. They are tastemakers," said actor-writer Marlon Wayans, who will be on hand to promote the Wayans' new animated series "Thugaboo" as well as a comic book series he is writing. "The connotation of 'geek' has changed. 'Geek' now means cool."

According to Adam Goldberg, who is the screenwriter of the upcoming "Fanboys" and "Revenge of the Nerds": "When I started going five years ago, my agent looked at me like I was weird and said, 'Why?' Now when I go, he and all these other agents are going, too, and they talk about the parties and the networking possibilities."

Kit adds about the schedule:

Lionsgate Films is forgoing a Hollywood premiere for "The Descent" in favor of a Comic-Con blowout. Universal Pictures is throwing an outdoor party for "Accepted," a comedy led by geek-friendly Justin Long (the "Mac" in Apple's current Mac vs. PC commercials) on the lawn of the Gaslamp Hilton.

Warner Bros. Pictures is flying in Hilary Swank, director Stephen Hopkins and producer Joel Silver to preview the supernatural thriller "The Reaping," and Gerard Butler, Zack Snyder and comics creator Frank Miller will showcase the comic book adaptation "300." Universal is bringing in Alfonso Cuaron to show off its sci-fi offering "Children of Men" and will sneak peek the deluxe-extended "King Kong" DVD.

Marvel Studios is making its first appearance under its own production banner with Jon Favreau and Edgar Wright on hand to talk about directing the upcoming comic book movies "Iron Man" and "Ant-Man," respectively. The Marvel guys will then segue to the Sony Pictures presentation, which will have stars Nicolas Cage and Eva Mendes talking about that studio's adaptation of Marvel anti-hero "Ghost Rider." And Sam Raimi will undoubtedly pack them in for his talk about "Spider-Man 3."

Quentin Tarantino and Robert Rodriguez will chat with the cast of their "Grind House" horror movie, Guillermo del Toro will showcase his "Pan's Labyrinth," and Dean Devlin will give a first look at World War I action-adventure movie "Flyboys." The Walt Disney Co., Paramount, Fox and Lionsgate also will make the trek for presentations.