Convention - SDCC 2026: Paramount+ Unveils the Return of The Lodge for Five Days of Free Fan Experiences

By Mulder, 07 july 2026

For attendees descending on San Diego during Comic-Con International 2026, the convention experience will once again extend far beyond the walls of the Convention Center. Paramount Global has confirmed the return of Paramount+ The Lodge, one of the most successful off-site fan activations of recent years, transforming Happy Does Bar in the historic Gaslamp Quarter into an immersive entertainment destination from July 22 through July 26. Free to attend and requiring no San Diego Comic-Con badge, the experience continues the strategy that has made The Lodge a fixture of the convention's ever-expanding ecosystem: offering fans cinematic production values, themed environments, exclusive collectibles, complimentary food and beverages, and direct immersion into some of the streaming platform's biggest franchises. Each visit is limited to 50-minute sessions controlled through a digital wristband system, allowing visitors to move seamlessly between experiences while receiving complimentary refreshments and exclusive merchandise throughout their stay.

The timing of this year's edition is particularly significant because it aligns with several major milestones across the Paramount+ portfolio. Foremost among them is the celebration of the 60th anniversary of Star Trek, a franchise that continues to reinvent itself six decades after its television debut while remaining one of Comic-Con's defining properties. Visitors will also be able to explore an experience inspired by Star Trek: Strange New Worlds, whose latest season premieres on July 23, placing the activation at the center of the series' promotional campaign. Alongside the Federation-inspired setting, fans can journey into the irreverent universe of South Park, revisit the rugged landscapes associated with Dutton Ranch, and discover the world of Avatar Aang: The Last Airbender, which will debut globally on Paramount+ on July 25. Each universe will feature its own dedicated atmosphere complete with themed décor, interactive activities, signature food and drinks, photo opportunities and collectible keepsakes, reinforcing Paramount+'s growing reputation for blending experiential marketing with fan engagement rather than traditional advertising.

Among the most anticipated additions is the presence of Avatar Aang: The Last Airbender, which arrives at Comic-Con during an especially important week for the franchise. The animated feature, based on the beloved universe created by Michael Dante DiMartino and Bryan Konietzko, premieres worldwide on Paramount+ on July 25 after an eventful production history that saw its release strategy evolve from an intended theatrical launch to a streaming debut following corporate restructuring at Paramount after the Skydance merger. The film follows an older Aang as he discovers an ancient power capable of preserving Air Nomad culture while confronting new threats alongside familiar allies. The voice cast includes Eric Nam, Dave Bautista, Jessica Matten, Román Zaragoza, Steven Yeun, Dionne Quan, Freida Pinto, Ke Huy Quan, Taika Waititi, Geraldine Viswanathan, Ronny Chieng and Ken Jeong, while Dee Bradley Baker reprises his iconic roles as Appa and Momo. Comic-Con attendees will not only encounter the franchise inside The Lodge but will also benefit from a Hall H panel and an exclusive fan screening before the film's streaming premiere, making the property one of Paramount+'s flagship attractions throughout the convention.

Although The Lodge has become synonymous with elaborate production design, one of its defining characteristics has always been accessibility. Unlike many high-profile convention activations restricted to badge holders, Paramount+ deliberately positions The Lodge as an inclusive destination that welcomes local residents, tourists and fans unable to secure Comic-Con passes. That philosophy has helped establish the venue as one of downtown San Diego's busiest destinations during convention week, transforming Happy Does Bar, located at 340 Fifth Avenue in the Gaslamp Quarter, into a temporary entertainment complex where streaming franchises come to life. Visitors can expect laser-engraved leather luggage tags, custom-patched pennants, exclusive souvenirs from the Paramount+ Swag Counter and numerous professionally designed photo opportunities intended to recreate iconic moments from the featured series. Complimentary themed drinks and food remain integral to the experience, reinforcing the feeling of hospitality that inspired the "Lodge" concept in the first place.

The event also reflects how San Diego Comic-Con has evolved over the past decade into a citywide celebration extending well beyond the convention center itself. Increasingly, studios compete not only through Hall H presentations but through immersive activations that blur the boundaries between marketing, live entertainment and interactive storytelling. Paramount+ has steadily expanded The Lodge since its debut, refining the formula each year with new intellectual properties, increasingly sophisticated set design and exclusive merchandise that quickly becomes sought-after by collectors. Community reactions have consistently highlighted the quality of the complimentary food, elaborate décor and premium giveaways, with reservations often disappearing within minutes of becoming available, underlining the popularity the experience has developed among returning Comic-Con attendees.

Running from July 22 through July 26, Paramount+ The Lodge once again illustrates the growing importance of immersive fan experiences in modern entertainment marketing. By combining major franchise anniversaries, high-profile premieres, interactive environments and free public access, Paramount+ is reinforcing its commitment to making Comic-Con an event that extends well beyond traditional panels and exhibition booths. Whether celebrating six decades of Star Trek, stepping into the chaotic world of South Park, exploring the frontier spirit of Dutton Ranch or embarking on a new adventure with Aang, visitors can expect one of downtown San Diego's most ambitious and memorable off-site attractions during Comic-Con International 2026.

Paramount+ The Lodge
???? Dates: July 22–26
⏳ Duration: 50 minutes
???? Location: HAPPY DOES BAR, 340 5th Avenue, Historic Gaslamp Quarter