The streets of San Diego will soon be filled with superheroes and comic book characters as the 45th Comic-Con International descends on the city. Once regarded as a niche event for comic geeks and sci-fi nerds, the event, which takes place from July 9-12, now attracts a staggering 130,000 visitors.

Aimed primarily at fans of graphic novels, superhero and sci-fi franchises, video games and animation series, Comic-Con is viewed as an important opportunity to engage with the kind of key influencers that drive more mainstream audience tastes. For this reason, it’s an event content owners dare not miss.

This year, every TV studio worth its salt will be in San Diego with projects that they believe match the Comic-Con profile. MTV, for example, is in town with long-running drama Teen Wolf and two upcoming series – Scream and The Shannara Chronicles. Like Teen Wolf, Scream is a movie spin-off, while Shannara is a fantasy series based on the best-selling books by Terry Brooks.

Underlining the seriousness with which broadcasters now take the event, MTV’s presence at Comic-Con will consist of a branded booth, sessions and visits by show-related talent including Tyler Posey, Dylan O’Brien, Bella Thorne, John Rhys Davies and Austin Butler. In the case of Shannara, for example, Brooks will join the cast and production team in a Q&A session where a first-look trailer will be shown.

Separately, MTV will also host the second annual MTV Fandom Awards, which honour diehard fans whose excitement has pushed movies, TV shows, books and comics from subculture to mainstream worldwide success in the past year.

Jostling with MTV for attention will be TNT, which is showcasing The Last Ship and Falling Skies. In addition to sessions with cast and production teams, TNT’s offering will include an Oculus Rift virtual-reality experience that will transport fans into The Last Ship’s fictional universe, where they must board a cargo ship taken over by ‘Immunes’ (immune survivors of a deadly plague that has nearly destroyed the entire population of the planet).

Not surprisingly, fellow cable channel Syfy will also have a high-profile presence at the event, with shows such as The Expanse, Childhood’s End, 12 Monkeys, Dominion and Z Nation, and movie Sharknado 3, in attendance. A good indicator of the emphasis placed on Comic-Con is that Syfy will use it to air a screening of the first two episodes of Dominion season two, with episode two airing one week before it premieres on Syfy.

In the case of Childhood’s End, based on the Arthur C Clarke novel, the cast will join screenwriter Matthew Graham (Doctor Who) as he discusses the transition to screen.

Also seeking the spotlight alongside MTV, TNT and Syfy will be FX, which is bringing a broad slate including Archer, American Horror Story: Hotel, Scream Queens, Sex&Drugs&Rock&Roll, The Strain, and Kurt Sutter’s new project The Bastard Executioner. In a session entitled the FX TV Block, the channel will present a sneak preview of Sutter’s new series, due to debut this autumn.

BBC America’s contribution to the event is a Doctor Who session featuring lead writer and executive producer Steven Moffat and the Doctor himself, Peter Capaldi, who is making his first Comic-Con appearance. Capaldi said: “Tales of San Diego Comic-Con are told in awe on every set around the known fantasy/sci-fi production world. It’s become a fabled kingdom. (Appearing there) is a further twist to the cosplay and comic madness I may never recover from.”

While the above channels inhabit the basic cable market, all of the key competitive sets are in attendance. Premium cable channel Showtime is in San Diego with Penny Dreadful (recently recommissioned for a third season), while its putative rival Starz is bringing Outlander and its hotly anticipated Evil Dead reboot Ash vs Evil Dead. The latter is currently in production in New Zealand and will premiere in the autumn as a 10-part series. It is executive produced by Sam Raimi, Rob Tapert and Bruce Campbell, who were all involved in the original franchise and will be at Comic-Con along with series co-star Lucy Lawless.

As for Showtime and Starz’ key rival HBO, the cablenet will bring a swathe of Games of Thrones stars to Comic-Con. There will also be an outing for Outcasts, a new series debuting on HBO sister service Cinemax. A Comic-Con panel focused on the show – which is based on the Skybound/Image comic and produced by Fox International Studios – will include executive producers Robert Kirkman and Chris Black, as well as various cast members.

Among the big four US networks, CBS is bringing its biggest panel line-up ever – featuring talent behind the likes of Limitless, Zoo, Extant, Scorpion, and Under the Dome. Illustrating the emphasis placed on in-event marketing, CBS has organised a Limitless café where attendees can get complimentary coffee, ‘Limitless’ refills, phone-charging services and free wifi. There will also be a screening of the first episode of the new show, which is based on the Bradley Cooper-starring movie.

ABC, meanwhile, is bringing hit series Once Upon a Time and newcomer The Muppets, while sister division Marvel will have its own dedicated conference activities to discuss Marvel’s Agent of S.H.I.E.L.D, Marvel’s Agent Carter and other upcoming projects.

NBC’s line-up includes Heroes Reborn, Blindspot, The Player, Hannibal, and Grimm. In the case of the Heroes reboot, there will be a panel featuring creator Tim Kring plus various production and cast members. Alongside a trailer, NBC is promising a Heroes Reborn “4D interactive experience where fans will have the opportunity to access their own pyro-kinetic ability. Through a multi-sensory experience of interactive visuals and kinetic effects, fans will enter the world of Heroes Reborn and use their power with fire to escape a dangerous scenario.” Ooh err.

20th Century Fox’s focus will be on Fantastic Four, Deadpool, and X-Men: Apocalypse, while Warner Bros will headline with Supergirl, Arrow, The Flash, Gotham and animation series Teen Titans Go!

Reiterating the effort put into in-event marketing, Warner Bros is featuring these characters on 40,000 limited-edition hotel keycards at top hotels in the San Diego area. In terms of the event itself, a big focal point is Warner Bros Television Presents a Night of DC Entertainment, a three-hour session that will feature a pilot screening of new action series Supergirl, followed by a Q&A with stars and producers.

So what does it all amount to? Well, the truth is that there is no concrete evidence that a strong showing at Comic-Con influences the performance of a show once it hits the screen. But ignoring the impact of pre-launch social media commentary from fanboys and journalists is just too big a risk to take. So the best advice is – pull on your Supergirl cape and go enjoy the party.

tagged in: 20th Century Fox, ABC, Ash Vs. Evil Dead, BBC America, CBS, Childhood’s End, Comic-Con International, Dr Who, FX, HBO, Heroes Reborn, Limitless, Marvel, MTV, NBC, Once Upon a Time, Outcasts, Scream, Showtime, Starz, Supergirl, SyFy, Teen Wolf, The Bastard Executioner, The Shannara Chronicles, TNT