Comic-Con offers students of popular culture an amazing venue to study how culture is marketed to and practiced by its fans. Jordan Bennett (Radford University), Jenn Dumoulin (University of Ottawa), Braden Dunlap (Indiana University Kokomo), Cheyanne Kramer (Oakland University), Shawn Martin (Radford University), E. Brooke Phipps (Colorado State University), Isaac Price (East Tennessee State University), Jasmine Rorrer (Radford University), Kennedy Schade (Colorado State University), Colin Wheeler (Georgia State University), and Starr Woods (Radford University) present initial findings from a week-long ethnographic field study of the intersection of fan practice at the nexus of cultural marketing and fan culture that is Comic-Con 2019. Matthew J. Smith (Radford University) moderates.