James Gunn and the DC Universe will skip San Diego Comic-Con

Traditionally, the Hall H at the SDCC has been a battleground for comic book giants Marvel and DC. With Marvel Studios also backing out of this year's SDCC, some expected DC to seize the stage and captivate the audience with a sneak peek into their latest endeavors, especially given their shift from the remnants of the DC Extended Universe towards a new cinematic universe.

Unfortunately, the absence of key figures like Gunn and co-CEO Peter Safran suggests a conscious decision by the studio to step back this year.

While this move has resulted in widespread disappointment among fans, there might be some strategy to it. A deeper look at the performance of previous DC films and their marketing strategies may shed provide an explanation. Both Black Adam and The Flash, despite enormous marketing campaigns, failed to meet box office expectations, suggesting that extensive promotion is not necessarily a guarantor of success. Instead, audience reception and critic reviews, as proven by successes like Guardians of the Galaxy Vol. 3, hold more sway.

By scaling back their marketing for upcoming films like Blue Beetle and Aquaman and the Lost Kingdom, DC is distancing the said films from the negativity associated with Black Adam and The Flash, allowing them to succeed on their own merits.

Indeed, Blue Beetle's distinction as the first official film of the new DCU, along with Aquaman's pre-established international success, lends both films an edge that may not require elaborate Comic-Con promotion.

Despite the conspicuous absence of DC Studios from this year's SDCC, fans need not despair. DC Films and Warner Bros. are still expected to make significant appearances, covering topics such as animation, comics, and other upcoming projects. Gunn's absence might not be indicative of an absence of DC as a whole, but rather an indication of a strategic shift in the way DC plans to market and present its projects.

Moreover, looking at the calendar, DC's non-attendance this year could potentially set the stage for a massive showcase in 2024 when the filming of Superman: Legacy is expected to be complete and new projects under Chapter 1: Gods and Monsters are likely to be announced.

Thus, while the initial reaction to Gunn's announcement might be one of disappointment, a longer-term view reveals the potential beginning of a series of good moves for DC Comics' struggling cinematic universe.

Only time will tell how playing the long game works out for DC and its fans, but for now, it's best to consider the absence of DC at SDCC 2023 as a calculated move - not a bad one.