This year, DC turned 90 years young. And what better way to celebrate than highlighting your100th anniversary.

In an outside the box move that kicks off a Road to 100 festivity, DC plans to celebrate every era of its storied history annually in 10-year increments, starting at the beginning: 1935-1945.So for this years San Diego Comic-Con, DC has created an immersive booth that commemorates the time period where its legacy began. Among other things, it will highlightNew Funno. 1, the first book DC ever published, and the DC Trinity: Superman, Batman, and Wonder Woman. The activation will have one big section devoted to the look and feel of a DC newsstand, where attendees can pick up a free 1940s-style Daily Planet newspaper, complete with classic DC Comics ads pulled direct from DCs comic book archives (The newspaper will also have DCs panel schedule and events offered during this years SDCC.)

We wanted to get into the idea of celebrating the past as well as the present and future, Anne DePies, DCs general manager, tells The Hollywood Reporter. For the next 10 years, and every year at the convention, were going to be celebrating a decade.

Both DePies and DC president, publisher and chief creative officer Jim Lee will show up in era-specific cosplay at this and future SDCCs. For this year, that day will be Friday.

Jim and I will be dressed up, she promises.

The booth will once again have exclusive or limited edition comic books, graphic novels, and merchandise. Among the wares will be exclusive editions of some of its best-selling Absolute line, offerings with a new logo from the upcoming new Batman comic, a Krypto the Super-Dog hoodie, even a Superman S-shield gold necklace.

DC is heading into the annual mega celebration of pop culture with plenty of momentum. Superman, the movie that inaugurates a new cinematic universe and slate from Warner Bros. Discovery division DC Studios, is a hit at the domestic box office and has fans talking (and debating) excitedly. And the publishing side has seen sales rebound up, up, and away from last year, with a back half that has plenty of upside potential with several big-swing initiatives.

The market is still very tough, but were glad to be bringing excitement back, she said. Were having a good time here.

The good time will roll into fall because DC, for the first time since 2018, will be returning to the floor of the Javits Convention Center for New York Comic Con. It is appropriately taking this first decade of its celebration to the birthplace of the comic industry.

Weve been back for some panels and announcements, but we miss engaging with our fans on that higher level, DePies said. We cant start this march to 100 without New York Comic Con.

Superman/DC Booth Courtesy of DC

Superman/DC Booth Courtesy of DC

Superman/DC Booth Courtesy of DC

Superman Newspaper Courtesy of DC