SAN DIEGO — For people who attend the Comic-con, the world is divided into two groups: people who recognize the name Stan Lee and people who don't.

For those who don't (Lee created Spider-man and is considered the godfather of modern comics), this will be a crash course in one of the most amazing rituals of American culture.

Last year, more than 120,000 comic-book aficionados flocked to the San Diego Convention Center for the Comic-con.

This year, the number was more than 140,000. The event — part convention, part festival and part trade show — ran July 24-29. But not without controversy.

On the opening day, the San Diego Union-Tribune ran a front-page story about how city fathers had granted the Comic-con "charity status" to keep it in town.

But such news was for the outside world. For four days, the lovers of all things animated lived in their own universe. Few even found time to relax on the picnic tables overlooking the bay. It was a three-tiered frenzy made up of exhibitors, working professionals and juiced up, costumed fans.

Every video-game company and movie studio with a new product pitched it.

The lower level of the center was awash with several hundred vendors and distributors. The people who gave the world "Scare Bears" (teddy bears stitched up like Frankenstein) and "pole-dancer" action figures shared space with top-end outlets selling original artwork and collectibles for a thousand dollars a pop.

Meanwhile, on the upper level, professionals networked with each other and courted publishers. Seminars filled up the days — so many that picking and choosing which to attend was a frustration.

On Friday, for instance, visitors had to choose among sessions featuring the legendary founders of Image Comics, new Pixar short films, a "Star Wars" book event, a Warner Brothers screening, a seminar on writing screenplays and five other worthy classes.

"You could attend the same Comic-con three times and it would be a completely different experience," says artist Lynn Walker of Spanish Fork, who had a drawing published in the souvenir program this year. "You get here, something happens, plans fall through, but it works out. In the end you have a great time."

Those following a "Utah" theme this year had a lot to choose from. Orson Scott Card appeared on two panels — touting the work of Utah's Jake Black, author of the "Smallville" Superman series. Bill Galvan of Utah showcased his work for "Archie Comics." Dozens of Utah professionals could be found at booths or roaming the halls.

But the driving force of the Comic-con will always be the reader and collector. They are a breed that communicates by bumper sticker, T-shirt slogan — the guy in a period outfit whose shirt read "I can't handle the truth," the Asian collector in a shirt reading "Got rice?"