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.

Comics Events

Okay, so we are part way through both Marvel's Fear Itself and Flashpoint. I've read only the core Fear Itself books (plus the lead-up, "Book of the Skull"), and have read most of the Flashpoint tie-ins.

The truth is, I am a little weary of cross-over events. And so is my wallet. So, my early impressions of both of these cross-overs may be tinged by that, but I will try to be objective.

Overall, both are interesting. The Asgardian corner of the Marvel Universe has never been my favorite, so Fear Itself has its work cut out for it to pull me in. The main book's focus on Thor and the Asgardians as well as Odin's opponent, The Serpent, contain the bare minimum needed to drive the story forward. Each issue of Fear Itself ends with a page or two telling you what other books you should pick up.

So far, by my reckoning, Fear Itself has been a little slow moving. I'm not sure why... there seems to be a lot of story, but it doesn't seem to be moving. It might be because some of it is a foregone conclusion to me - Steve Rogers is going to come back to being Captain America. Three issues of him warring between being a SHIELD administrator and a field operative do not hide that. So, when Bucky Cap gets killed, and Rogers steps up, it doesn't feel like a significant development, it felt a little more like "finally." Not to mention, I am never a fan of "good guys gone bad" stories, like with the Thing becoming one of the Worthy. Overall, this is not my idea of a great event, but I still have hopes for it.

Flashpoint, on the other had is moving at a breakneck pace, as suits a story that focuses on Barry Allen. I have always loved Marvel's What If and DC's Elseworlds. Flashpoint is like one of those, so it is right up my alley. I love watching Barry piece together what is different about his new world. The nice job of having Cyborg stepping up as the primary hero in a world where there is no Superman, and where Batman is even less social than in the familiar DCU. And I haven't felt like I needed to read anything other than Flashpoint itself to follow the main story, and understand the scope of it.

I have to say, in the battle of the event books for 2011, so far I feel like the decision goes to DC's Flashpoint. And, of course, the payoff is bound to be bigger on the DC side - Flashpoint is leading up to big September relaunch.

I don't think either of these would be welcoming to someone new to comics, and I think that is an issue. Yes, in the current environment, events sell. But they sell to the existing audience, and probably not to new readers. If I didn't already know Deathstroke the Terminator as he exists today, how much would I care that he is now a pirate, and how significant would it be that he was killed by Aquaman? Similarly, with Fear Itself, the Asgardians are such a significant part of the story, and they are converting characters to the Worthy, Thor-like powerhouses. Using characters like Titania, Absorbing Man, Attuma and the Grey Gargoyle. Is this the right approach? Maybe the next Marvel crossover should feature in starring roles the characters who are in the movies - and be self-contained.