Marvel Studios was fined $160,000 by the city of San Diego for covering the Gaslamp Quarter’s historic arch with Avengers: Doomsday branding during Comic-Con.

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The fine accumulated each day the arch remained covered, increasing from $10,000 to $50,000.

San Diego expressed worries about the safety risks posed by the temporary structure.

Officials cited potential injuries to attendees because the covered arch reduced walking space on Fifth Avenue.

This kind of enforcement is not unusual during Comic-Con, but Marvel’s elaborate marketing campaign for Avengers: Doomsday resulted in a hefty penalty.

The movie, set to be a major crossover event, features characters from various Marvel universes and is expected to set the stage for Avengers: Secret Wars.

Despite the fine, Marvel’s aggressive promotion for the film is unlikely to change.

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