Ripping the Covers

Marvel has started a promotion where if retailers send them 50 covers from a group of Flashpoint titles (all number 1's, first printings only) then Marvel will send them a variant cover to Fear Itself #6.

Marvel clearly seems to be in the driver's seat in the comics world right now. Fear Itself #2 sold more than Flashpoint #1.

In a way, this isn't too surprising. Flashpoint is very cool for those of us steeped in DC continuity, but might be a little too inside for general consumption. That and the fact that Marvel generally makes up around 45% of all books sold, compared to DC's 25-30%.

Marvel is also dominating in the theaters this year. Green Lantern has been a financial disappointment for DC, and, in my opinion just flat out was not as good as Captain America, which is the best comic movie since Iron Man. Marvel is in the catbird seat, and is looking to stay there.

This promotion is an interesting gambit - taking comics off of the back issue shelves (none of the books on the list are new releases) that might not be likely to sell in return for something they can sell to a collector for a much higher price point. Hmmm... less shelf space for a competitor, combined with buzz for themselves. Sounds like a good promotion.

My only issue is this: I don't really like the idea of one publisher encouraging destruction of another's product. It makes sense financially here (probably for both Marvel and the Comic Book Shops) to do so, but it feels... dirty to me. And not as in "that's dirty pool" but instead as in "unclean."

I am torn, though - I do approve of the benefit to the Local Comic Shops. They have inventory that they have already paid for, and may not be able to move ever. And they can render this inventory legally unable to be sold, send the covers to Marvel and recycle the actual books. Marvel will then send them something they can sell, hopefully for enough to make up for the "unsellable" inventory they destroyed, or at least close to it.

But again... that destruction of comics just seems so... needless. I would much prefer a promotion where Marvel sends out similarly rare variant covers in exchange for receipts from non-profits that show that some unsold Marvel comics have been donated. Same benefit to the local comic shops, adds benefit to the community, and doesn't involve destruction at all. Of course, that is less of a one/two punch from a "we're up and our competition is down" perspective, so I see why this is being done as it is.

At any rate, I think it is a clever move on Marvel's part to solidify their relationship with comic shops even as some of those very same institutions start to resent DC's "Day-and-date digital" approach to comics. The next 6-12 months are going to be very interesting ones in the world of comics. Here's hoping that all of the attention helps everyone involved, and the industry comes out better for it.