Even the Avengers couldn’t escape this fine.
Marvel Studios was slapped with a $160,000 penalty after a giant advertisement for “Avengers: Doomsday” covered San Diego’s iconic Gaslamp Quarter arch during Comic-Con.
The studio and Los Angeles-based advertising company Elevue Outdoor installed the massive green-and-black display despite city officials warning them not to go ahead.
Officials said they were concerned the temporary structure could create a safety hazard and interfere with the huge crowds moving through downtown during the convention.
“The contractor knowingly created a safety risk and refused to address it,” San Diego spokesperson Richard Berg told the San Diego Union-Tribune and that it “and was cited and fined accordingly.”
The city initially hit the advertiser with a $10,000 fine Tuesday, before Comic-Con officially began. The penalties then climbed each day the display remained — reaching $10,000 again Wednesday, $20,000 Thursday, $30,000 Friday, $40,000 Saturday and $50,000 Sunday.
That brought the total to $160,000.
The display completely covered the six-ton arch, replacing much of the landmark with Avengers branding. Black columns were also added around its supports, slightly reducing the walking space on Fifth Avenue.
City officials said they were particularly worried that part of the temporary installation could come loose and injure someone.
“The city wants Comic-Con to be a fun and safe event for all attendees,” Berg told the Tribune, “and has a responsibility to ensure temporary additions in the public right-of-way are installed safely.”
It remains unclear whether Marvel or Elevue will be responsible for the fine. The California Post has reached out to Marvel Studios and Elevue Outdoor for comment.
The penalty dwarfs the fines typically handed out for Comic-Con advertising.
San Diego also issued $48,500 in fines this year over advertisements wrapped around hotels and other downtown buildings — more than twice last year’s total.
The biggest fine outside the Avengers stunt was $7,000 for a building housing Lou & Mickey’s and the Hilton San Diego Gaslamp Quarter. The ads promoted AMC’s “The Walking Dead” and Crave’s “Yaga.”
Marvel went big elsewhere at Comic-Con, bringing “Avengers: Doomsday” stars including Robert Downey Jr., Chris Evans, Paul Rudd, Vanessa Kirby, Rebecca Romijn and Kelsey Grammer to Hall H.
About 7,000 attendees also received Doctor Doom costumes during the presentation.
Carl Winston, founding director of San Diego State University’s Payne School of Hospitality and Tourism Management, questioned the city’s aggressive enforcement.
“The downside is San Diego is being known as the city that chases its customers away,” Winston told the San Diego newspaper. “You’d think (the city) would want to cooperate with such a great partner as Comic-Con and its stakeholders. This feels more adversarial than collaborative.”
