Entertainment execs hit Comic-Con to build buzz

— -- There's a new team of superheroes in entertainment. But it isn't made up of fantastical creatures that defy the laws of physics.

Their characters, stories and writers are driving billions of dollars in sales and saving the day for film, TV and retail companies struggling in a so-so market.

"Comics are a low-cost laboratory, with instant feedback, for what's happening in pop culture," says Milton Griepp, publisher of ICv2, a website that tracks comic publishing.

Although comics have long had a presence in radio, TV, movies and licensed merchandise, he says they've never had such far-reaching impact.

For example, last weekend, movie-goers spent $158.3 million to see the Batman feature The Dark Knight— a Friday-to-Sunday record. That followed a string of summer hits derived from less well-known comic characters: Iron Man, The Incredible Hulk, Wantedand Hellboy II: The Golden Army.

They're on pace to beat the record $925 million in ticket sales generated last year from films adapted from comics. Those titles, including Spider-Man 3 and 300, accounted for 10% of the 2007 box office.

Comic book writers also created two of prime-time TV's biggest hits: NBC's Heroes and ABC's Lost.

That makes this weekend's sold-out Comic-Con — the biggest annual fan gathering, taking place in San Diego — more important than ever. Entertainment executives are flocking there to stoke excitement among its largest-ever crowd for upcoming films, including Watchmen, Caliber and X-Men Origins: Wolverine, as well as TV shows and books.

"It's a big deal and a wild show," says Michael Stone, CEO of The Beanstalk Group, a licensing consulting firm. "There are a lot of comic book companies besides Marvel and DC, and something can rise out of there pretty quickly."

Faster than a speeding wallet

Stone says consumers are spending record amounts on toys, games, clothing and other merchandise featuring characters licensed from comic books and graphic novels.