# Marvel Delivers a Disney-Style Fast Pass Experience at San Diego Comic-Con with NextMe

> Discover how Marvel used NextMe’s queue management software at San Diego Comic-Con 2025 to deliver a Disney-style Fast Pass fan experience with H.E.R.B.I.E.

Source: https://nextmeapp.com/case-studies/marvel/

![Crowds of fans at the Marvel booth at San Diego Comic-Con 2025, beneath a Fantastic Four marquee](https://nextmeapp.com/_astro/marvel-booth-crowd.CWvS9dHR_lGoDd.webp)

[Case studies](https://nextmeapp.com/case-studies/) · [Events](https://nextmeapp.com/case-studies/?industry=events)

At San Diego Comic-Con 2025, Marvel launched a H.E.R.B.I.E. photo activation that drew massive crowds. To protect traffic flow and nearby exhibitors, they needed a smarter way to manage demand while still keeping the energy of a live standby line.

![Marvel](https://nextmeapp.com/_astro/marvel.DkcWWo3N_Z1RedSa.webp)

-   **Marvel** Client
-   **Events** Industry
-   **September 22, 2026** Updated

Key outcomes

-   **37.4%** above the throughput target
-   **55** attendees served per hour
-   **Under 90s** per photo op

## The challenge

With an estimated 135,000 people attending SDCC 2025, Marvel needed a way to control their fan flow. They faced many of the same challenges that exhibitors commonly experience at large conferences:

-   **Limited booth space.** Stanchions held just 15 attendees at a time.
-   **Traffic risks.** Endless lines threatened to block aisles and disrupt other exhibitors.
-   **Fan expectations.** Guests wanted a premium, immersive experience, not 2-hour waits.
-   **Operational strain.** Staff needed a system that balanced throughput with engagement.

![A fan dressed as Spider-Man watching a screen on the Fantastic Four set at the Marvel booth](https://nextmeapp.com/_astro/spider-man-at-fantastic-four-set.DTKf8HYp_Z1lnsBD.webp)

## The solution

Marvel leveraged NextMe’s virtual queue management software to transform the fan experience:

-   **Virtual line.** Fans joined via QR code or SMS and explored Comic-Con while waiting.
-   **Smart batching.** Groups of 15 were called back, matching stanchion capacity.
-   **Fast-Pass feel.** Short standby lines preserved excitement without creating congestion.
-   **Branded waiting room.** Fans in the queue engaged with Marvel content on the [virtual waiting room](https://nextmeapp.com/virtual-waiting-room/) while they waited.

![Fans in the short standby line under the Meet the One and Only H.E.R.B.I.E. marquee](https://nextmeapp.com/_astro/herbie-standby-line.CILDaciZ_Z1lGoeM.webp)

## The results

Marvel and NextMe aligned on success metrics, delivering measurable wins:

-   **Exceeded throughput target by 37.4%.** Originally targeting 40 attendees per hour, the booth managed to serve 55 attendees per hour with NextMe.
-   **Efficient fan interactions.** Photo ops stayed under the 90-second target.
-   **Stronger operations.** On-site training built a sustainable system without single points of failure.
-   **Real-time adaptability.** Configurations were fine-tuned in real-time to match attendee flow.

![Instagram post of the H.E.R.B.I.E. robot at the Marvel booth, captioned Marvel Booth Wins SDCC](https://nextmeapp.com/_astro/herbie-instagram-post.DcNwY-4W_ZEi9Xh.webp)

Photo courtesy of Instagram.

> “Working with NextMe at SDCC transformed Marvel’s booth experience — we managed to exceed our throughput goals, reduce wait times, and elevate the energy of the line without losing immersion. A win all around.”

Robbie S.Event Producer, AKJOHNSTON Group

## More event case studies

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-   [NextMe Powers the Virtual Queue for The Shop at Fanatics Fest NYC 2026](https://nextmeapp.com/case-studies/the-shop-at-fanatics-fest/) — Events · See how NextMe ran the virtual queue for The Shop at Fanatics Fest NYC 2026, giving nearly 800 fans their festival time back while staying engaged.
    
-   [How Hello Kitty Cafe Chicago Managed 4,600+ Guests at the World’s Largest Grand Opening](https://nextmeapp.com/case-studies/hello-kitty-cafe-chicago/) — Events · When Chicago police threatened to shut down the world’s largest Hello Kitty Cafe grand opening, NextMe’s hybrid queue moved 4,600+ guests off the sidewalk.