Every time I think the comics industry can’t get any stupider, something happens to make me wonder how I got so complacent.
No, hang on, let me qualify that. Every time I think the American superhero-based comics industry can’t get any stupider, something like, well, this happens. DC are cancelling and rehashing 52 of their titles, starting them all back at no.1 with simplified back stories and in some cases changes to the origins.
Retcons. The curse of the American superhero-based comics industry. Ever since DC killed Superman, brought him back in a new costume before slowly reverting him back to the old blue-and-red romper suit, this nonsense happens on an annual basis. The claim is always that creators want to do something fresh and new with the old franchises. Rubbish. It’s all about squeezing a few more cents out of them. The new editions are scheduled to take place over the traditionally quiet sales period of September. No. 1’s of any title always sell, and all of a sudden DC are flooding the market with 52 of the buggers at once.
The argument brought forward by DC head Dan DiDio is that it’s a chance to make the books relavent for a 21st century audience who have little investment in the stories of the past. Which is, in it’s way, fair comment. Fifty years of character development and story cruft can leave any title in a funk, unable to properly innovate or tell tales in a fresh way.
But, as comics blogger and funny-book shop owner Mike Sterling points out, a jumping-on point can also be a jumping off point. The end of a story gives the bored reader who just wanted to see how things turn out the excuse not to bother with next month’s issue. Especially if it’s not the character he or she enjoyed reading about.
I’ve long been bored with the American superhero-based comics industry’s obsession with huge, multi-book events and gimmicky promotions, to the detriment of decent characterisation and storytelling. If this event doesn’t work, it could signal a reboot for DC as a whole, becoming a placeholder for superhero franchises, a brand name for movies, TV shows and lunchboxes. Which can only be bad news for fans and retailers again. Mike Sterling again:
“While I’m curious as a fan about what DC is doing, as a retailer I’m a little worried. Not just about the jumping-off point thing I noted already, but also about how I’m going to explain this to the customers who are going to be caught completely by surprise by DC’s plans. I know it sounds strange, since all of you reading this are plugged into the Web Matrix-style via interface ports at the bases of your skulls, but I have regular customers for whom their exposure to comics news comes from walking into the store and looking at the rack to see what’s new. I can hear them already: “Hey, why is Superman at issue #1 again? And Batman? …And, hey, Legion of Super-Heroes? Again? What’s going on?” Which is fine…that’s part of my job, to explain what new dumb thing a comic publisher has done to confuse and frighten its readership this week.
But as a pal of mine noted to me in email, if this particular publishing initiative falls flat on its face, where does DC go from there? This is an awfully drastic and wide-ranging strategy that won’t be easy to reverse without some consequences. And not just of the “fans and Marvel Comics laughing at DC’s failure” kind, but having highers-up at Warner Brothers looking at the crash-and-burn and thinking “that didn’t work, so why are we bothering with these pamphlet-thingies? Let’s just do cartoons and movies with these characters, and make some real money on them.”
Yes, quite. Although I’m no fan of capes and masks any more, and will gleefully and at length point out how comics are so much more, I don’t want to see a huge part of the industry collapse into rubble. I can see DC’s core readership shrink rapidly as no-one wants to read crappy new interpretations of perfectly good characters, with no new fanbase to take over. I could be wrong. I really hope I am. But confusing and alienating your customers is no way to run a business.
However, there’s no reason you can’t have a little fun with the idea…
Oh, and if you want to know how to elegantly tell an origin story without letting it taking over an issue, Grant Morrison’s four panel recap that started off his masterly All-Star Superman is the way to go. Perfect comics work.
*One last thing. The heads up/impetus/desperate steal of an idea at the end of a dry creative day for this one came from long time X&HTeam-mate, Rob May. His new geek-friendly website Cake And Lies is very much worth your time. And as he says here, there are prizes to be won.