Tommaso Boddi/Getty Images for IMDb(CNN) - Comic-Con is a festive event, as an estimated 130,000 attendees descend on San Diego, many of them clad in colorful costumes.
But part of this year's 50th edition of the annual gathering will have a somewhat more somber tone, marking the first convention since the death of Marvel patriarch Stan Lee.
"Stan became the face of Marvel because there was no advertising, marketing or publicity department at Marvel," said Danny Fingeroth, a former writer and editor at Marvel Comics whose biography "A Marvelous Life: The Amazing Story of Stan Lee" will be published in the fall.
"No matter who was listening or not listening, Stan was always there waving that Marvel flag."
For an industry veteran like Levitz, the growth of Comic-Con reflects a manifestation of that process, as well as evidence of what Lee's dogged, ebullient salesmanship helped foster.