Soon, the expensive champagne and top shelf liquor will be flowing. Well-heeled revelers will be packing downtown nightclubs, restaurants and rooftop lounges. And penthouse hotel suites that command nightly rates as high as $6,000 and often go begging are sold out for days on end.

San Diego, extend a warm welcome to Hollywood, which is expected to pump millions of dollars into the local economy during this week’s Comic-Con, when movie and television studios, gaming companies, the entertainment press and, of course, celebrities roll into town to promote their projects and brands in a big way.

That means cocktail parties galore (with open bars), poolside soirees with red carpet arrivals, entire restaurants recast as a movie set or television show, and highrise hotels wrapped in mammoth advertisements for newly released films. Party guests will sup on such light fare as gourmet pizza, Kobe beef sliders and liquid nitrogen ice cream and imbibe exotic drinks like blackberry- and lychee-infused cocktails.

The Hard Rock Hotel alone will play host to 20 mostly private gatherings during the convention and has rented out all 17 of its rock star suites, including its two-bedroom, 12th-floor retreat with private Jacuzzi on the balcony.

The Stingaree nightclub and Searsucker restaurant, both Gaslamp Quarter venues that already draw crowds on a weekend, will likely net $200,000 more in revenues during Comic-Con than they normally would, predicts owner James Brennan.