At Comic-Con, a Marvel panel inside Hall H is the equivalent of one of Willy Wonka's Golden Tickets: millions want to go, but only a select group of people (who stay in line for days and days) get in.
But now there's a rumor that Marvel won't be holding its star-studded panel at this year's convention.
In a casual Facebook Q&A session, "Guardians of the Galaxy" director James Gunn was asked if he'd be at Comic-Con this year.
His response: "I'm not sure. Marvel isn't going so I'm not sure I will."
David Glanzer, Comic-Con's director of marketing and public relations, said this was news to him.
"This is the first we've heard of it," he said. "We don't start scheduling until May, so, to be honest, I wouldn't be able to give any confirmation until closer to the summer."
Glanzer said there could be many reasons for the studio's absence, like shooting schedules and whether Marvel has enough footage to showcase at the event.
"Not every studio comes every year," he said.
Arune Singh, executive director of television communications for Marvel Entertainment, said Monday he had no comment on the studio's plans.
This isn't the first time Marvel has skipped San Diego. In 2011, it skipped the local convention and made its major announcements at New York Comic Con.
Even so, social media had a meltdown.
And considering the studio held its own special event in Los Angeles back in October, when it announced projects including "Black Panther" and "The Avengers Infinity War Parts 1 & 2," this absence isn't too surprising.