August 31 is becoming a benchmark day in comics. Remember that date in 2009? That was the day Disney bought Marvel for roughly four billion bucks and we all suspected that the comics industry would change forever. It didn’t.
This year all the current hullabaloo is about DC Comics’ announcement that it will renumber and revamp its entire line beginning with the release of the all new Justice League Number One to be released on…you guessed it…August 31. This too is expected to change the world of comics forever. It won’t.
Regardless what they say, do or plan, the big two have only goal and that is the market dominance of their perspective trademarks. You can’t blame them, it’s big business, but their focus is not really on the comics. You can believe that if you want to, but the real value of both brands is in film, licensing and merchandising of their trademarked intellectual property and has been for a long time.
The big two are so protective of their properties and dominating roles that they share exclusive trademark ownership of the term “Super Heroes.”
Marvel and DC do not want competition in the marketplace that they have comfortably controlled for decades when it comes to folks in tights, but the growth and success of independent publishers and unique comic related properties that have demonstrated an ability to succeed are causing them to tighten their grip on the market.
Both companies have always employed the ultimate biblical equalizer, the flood, when they found it necessary. The advent of the Direct Market has made the flood an even more effective tool since it has established what amounts to be a captive audience with limited spending resources. Whenever Marvel or DC have detected a threat to their market share, either one or both have simply increased their output and financially drowned their competition.
The first significant wave of independent publishers in the 1980’s,Pacific, Capital, Eclipse, First, Comico and others, all fell victim when Marvel flooded the market with X-Men spin-offs that were met with DC counter productions. The market could not bear the glut and the indies were the casualty.
DC’s announcement of a relaunch of their entire line of 52 titles is business as usual. A flood of epic proportion of first editions with variant covers, day and date digital content, print and digital combo packages and the final nail in the coffin…return-ability.
Marvel is not going to sit by and get waxed. They will counter. Independents, look out! You may as well not even plan to publish from September on, or at least until the novelty wears off. Break out the water-wings the Great Comic Book Flood of 2011 is coming and it will not be pretty.
Comic fans, if you love the medium, it is time to stop acting like lemmings. How many decades do you have to read story after story of the same old stuff? Is it possible to really do anything new or interesting with these characters that the big two have been milking for seventy years? Get real. The answer is, “NO!”
It is time to support new material if you really want to read exciting NEW comics. There are plenty of publishers out there putting out great, truly original material either in print, digitally or on the web. Marvel and DC are not going anywhere. You can get a fix of your favorite character at any time but please don’t, as a fan, be responsible for propagating a marketplace that stifles the opportunity for the creation and success of exciting new characters by exploiting blind brand loyalty and worse, the zeal of speculation.
Making Comics Because I Want To