Stan Lee, the man behind Spider-Man, the Avengers and countless other comic book icons, passed away in 2018. Yet his legacy is about to be revived in a form that is as fascinating as it is controversial: this year’s Los Angeles Comic Con will feature an AI-driven hologram of the legendary Marvel creator. The organisers are calling it the “Stan Lee Experience” – promising something far more immersive than a simple tribute.
The technology is being delivered by Proto Hologram in collaboration with virtual production specialists HyperReal. Together, they aim to create a likeness of Lee that doesn’t just appear passively on stage but actively engages with the crowd. Visitors will be able to take selfies with the digital Lee, ask him questions and even enjoy three-minute one-to-one conversations. The ambition is clear: to generate responses that feel authentically “Stan”, even if, strictly speaking, they are AI-crafted interpretations of his voice and worldview.
And here lies the controversy. The project treads a delicate line between homage and commerce. The organisers stress that everything is being created “in the spirit and intention” of Stan Lee – but the man himself can no longer decide how his name, his voice and his likeness should be used. Even during his lifetime, there were disputes over how much Lee the person was overshadowed by Lee the brand. A digital resurrection inevitably brings that tension back into focus.
Chris DeMoulin, CEO of Kamikaze Entertainment, the company behind LA Comic Con, says the idea has been in development for months. The goal, he insists, is to recapture the feeling fans once had when they met Stan at conventions: his wit, his energy, his charisma. Of course, he concedes, no technological replica can ever truly replace the man himself. That is precisely why he invites fans to judge for themselves whether they find the hologram moving or unsettling.
For those attending, the terms are clear: a ticket to the “Stan Lee Experience” grants access, but there are additional charges if you want a selfie or a personal conversation with the hologram. It is, in other words, a blend of commemoration and commerce – equal parts memorial and attraction.
The Los Angeles Comic Con runs from 26 to 28 September 2025. Whether the holographic Stan Lee will be remembered as a touching reunion or a questionable sideshow won’t be determined by technology alone. It will depend on attitude – both from those producing it and from those choosing to step into his virtual presence.
Picture Copyright: Proto Hologram/The Hollywood Reporter
