DESPITE RECENT ILL-CONCEIVED IDEAS, COMICS STILL HAVE A GREAT DEAL TO OFFER READERS
(OR HOW JOE QUESADA IS DESTROYING THE MARVEL UNIVERSE!)

by Michael McDaniel

            As if Marvel hasn’t done enough to shake up their universe in the past twelve months and to further rattle my confidence in them, they dropped an atom-bomb sized ordinance on their readers in the form of Captain America #25 this week.  The content of the issue, which has quickly become one of the most controversial comics of this decade, is filled with what happens right after the 7th issue of the Civil War. Which of course brings to mind an obvious question: Why wasn’t this in the 7th issue of the Civil War? In short, Steve (Captain America) Rogers is killed. If this is a shock to you, you really need to get out more and see what the modern world has to offer. Of course, many of you have already begun to speculate that he isn’t really dead because of various signs in other issues of this week’s releases but Marvel stomped any hope of that by releasing the following statement: "Captain America will continue to be published despite the very real death of Steve Rogers.”
            Other than the obvious reasons, this issue is so controversial due to the manner in which Marvel solicited the issue for retailers to order and kept the content of the issue a gigantic secret. In the pages of Marvel Previews for books shipping in February, the Shield-themed “Access Denied” logo was stamped over the description text box thereby preventing readers and retailers alike from knowing the content of the issue. In short, very few people outside of Marvel knew what was coming in the pages of the soon-to-be published comic.
            The most troubling factor of this event is how Marvel’s editor-in-chief, Joe Quesada, has reacted in various interviews in multiple media outlets. This glimpse into the future of Marvel comics might shed some light on upcoming releases for the publishing giant. In the weekly “Cup of Joe” feature on Newsarama.com, Quesada stated that: “We want Marvel fans to know that anything can happen in the Marvel Universe. It really is a very unpredictable place and you never know what might be lurking around the corner. So, in the end, the reason for Cap’s death is simply that it was a great story that will lead us into greater stories.”
            Perhaps someone should tell Joe Q that just because “anything can happen” doesn’t mean that it should. EG: Thor could return as a black lesbian who wields an old dogged-ear copy of the of a 1972 Southern Bell phone book instead of an enchanted hammer. Furthermore, just because he says it is a great story does not make it so. The fans decide that one, Joe- just like they ultimately decide your future at Marvel. Judging by the reactions thus far, you might be polishing off your resume soon.

          In my opinion, Marvel has gone out of their way to copy and chase the recent success of DC Comics. I sometimes find myself asking is this the same company that published the “Death of Gwen Stacy” in Amazing Spiderman 121-122 or the “Dark Phoenix Saga” Uncanny X-Men 131-137? Bring back the Marvel Comics that was innovative and cast aside the Marvel Comics that imitates.

          The “Death of Captain America” is, of course, reminiscent of the “Death of Superman” storyline from 1992. However, there is one major and very important difference between the two projects: advanced knowledge of Superman’s death was made public ahead of time as DC Comics solicited orders for the landmark 75th issue of Superman a full two months before it was released. Retailers and readers had this time to prepare for the Man of Steel’s demise both in their hearts and in their orders. Marvel’s response to fan and retailer outcry was to simply state that all the clues were there for the reader to piece together for themselves. Although, one could have gotten a more lucid portent by consulting the Oracle of Delphi! This reveals a careless attitude toward those which have given Marvel creators the dream jobs that they possess. I mean, they get to put out comic books for a living. Wouldn’t we all like to have that job?
            As a comic retailer, my job is to keep abreast of developments within the comic industry like those we have seen this week and then to advise you, my customers, of such happenings. I don’t often find myself out of the loop yet I was in this case. I found out as late as Wednesday at 10:50 AM of the content and only after a customer happened to call to get my reaction. I immediately realized how much Marvel had left, not only me, but every other retailer, comic buyer, and comic fan in the lurch by their absurd secrecy. I mean, the New York Times can publish facts about super-secret surveillance programs but I can’t get a heads-up about a fictional character’s demise?
          By Thursday, the true extent of the fiasco was very evident. The phone was ringing of the hook and steady streams of new faces were making their way into my store like zombies after a little grey-matter. All chanting the same refrain: “Captain America #25? Sadly, I had to turn them all away and lose the revenue and respect of these potential new customers because Marvel wanted to keep the biggest comics news in recent memory a secret until after the issue was released. Marvel’s actions as of late is reminiscent of the tactics which drove them to bankruptcy and the industry into a downturn that which they have only recently shown signs of recovering. What’s next: Die-cut covers poly-bagged with a trading card?
           Always willing to help me out, Marvel released a statement Thursday morning that they had printed an “unprecedented amount of copies of Captain America #25” and that they would be made available to retailers to order on Friday for shipment this upcoming week. By the time I got the email, the “unprecedented amount of copies” was gone! Marvel announced a second print on Friday morning which will be released on the 28th of April.  
Meanwhile, copies of the 1st print are selling on eBay for prices ranging from $30-$75. Marvel has gotten huge publicity from this event from news outlets from Fox and CNN to the editorial pages of the New York Times as well as “The Colbert Report” on Comedy Central. I doubt they could have gotten better results out of any ad campaign that any agency could have developed. Looking past what are the obvious problems that I have outlined above, Marvel should be commended for the ability to keep the contents under wraps despite of Cap’s death. Perhaps our government should hire these guys to protect our national secrets. These reasons make this landmark event a success for Marvel.
            The sellers on Ebay are obviously raking the profits in the unprecedented demand for the issues. On Wednesday shortly after the book hit the shelves, there were 700+ auctions for the issue. At the time that this article was being written, there were 1500+ such auctions. So the event has lined the pockets of these opportunists and made the speculators happy as well. So again, it can be said that the Death of Captain America can be called a success for them.
            With such success, who can indeed protest? How about you, the loyal readers of Marvel comics, who followed the entire Civil War crossover hoping for some grand finale to the series only to be let down?  Then, two weeks later, the important content hit the shelves. How about those that just wanted to read the bloody issue but can’t get their hands on it because of all the demand for it? Make no mistake; you guys are the ultimate losers here. You guys will be here long after the “Death of Captain America” is off the collective minds of average Americans because of the next Brittany Spears’ breakdown. You guys will have to deal with the shape of the Marvel Universe - not only Cap’s death but Aunt May’s shooting, Spider-Man’s public identity, the rise of Pro-Registration forces, and so on and so on. We will pay the ultimate price for Marvel’s stupidity.
            Many will question and feel helpless by the events. One customer even revealed to me this week that he was feeling feed up with comics and was on the verge of giving up the hobby despite years of collecting. To this type of frustration, I say this: “Hang in there!” There are tons of comics on the market that are free from the massive sprawling crossovers such as the next Infinite House of Civil Wars (published weekly of course). For your pleasure, some of the best being printed and some of the best yet-to-be printed are listed below in no particular order:

Astonishing X-Men   
$2.99 Monthly Marvel Comics
            The Josh Whedon and John Cassidy X-series has been self-contained for its current twenty issues and has not affected by Marvel’s Civil War, Decimation, or House of M. The combination of great story and awesome art keeps fans coming back for more issue after issue. Marvel should pay attention to this: it is the best selling X-title. In my store it out sells Uncanny X-Men and X-Men combined. The only downside to Whedon/Cassidy run is it is winding down. The Buffy creator set to take over the writing chores on Runaways. I’ll keep you posted on this at a later date.

Detective Comics       
$2.99 Monthly DC Comics
            Since the end of the DC’s Infinite Crisis, Detective Comics has been published as a series of self-contained one-shots featuring DC’s most marketable character, Batman. The creative team has paired DC vet scribe and prolific animation writer Paul Dini with pencils by Don Kramer. To accentuate the series, the covers have been beautifully rendered by Simone Bianchi and are a sight to see. This is scheduled to continue for a while longer with the exception of issues 829 and 830 which both ship this month and feature a two issue tale written by Stuart Moore and art by Andy Clarke. If you enjoy great Batman stories, this is the one for you.

Buffy the Vampire Slayer: Season 8
$2.99   Monthly Dark Horse Comics
            If the demand for Josh Whedon suddenly dried-up in the mainstream entertainment industry, he could easily become one of the greatest comic writers of the modern era. While this book has not yet been released, if it is anything like his television series by the same name and of the above-mentioned Astonishing X-Men, it will be awesome. A five-page preview can be seen here.

Star Wars Comics Series
Varies  Monthly Dark Horse Comics
            Dark Horse Comics forged a partnership with the Star Wars franchise back in 1991 with the comic adaptation of Timothy Zahn’s “Star Wars: Dark Empire”. The franchise currently has four Star Wars Series: Dark Times, Knights of the Old Republic, Legacy, and Rebellion.  Each have their own individual merits but all are notable in carrying on the legacy of the Lucas franchise without the albatross of Greedo shooting first.

Ultimate Line
$2.99 Monthly Marvel Comics
            The Ultimate Line of the Marvel Universe was launched in the year 2000 and features a “user-friendly” Marvel line free from the pitfalls of over forty years of continuity.  One of the best qualities of the brand is that each title is an island within itself, so to speak. The cross-over events generally happen in mini-series and you won’t miss too much if you pass on any particular mini-series. Ultimate Spider-Man was the first on the block and has featured the longest running creative team in comics’ history: writer Brian Michael Bendis and artist Mark Bagley. Ultimate X-Men followed in 2001 and the Ultimates in 2002. The critically-acclaimed Ultimates features the Ultimate Avengers and consistently outsells all the other books of the Ultimate line despite being notoriously late. With super-scribe Jeph Loeb signed on to do Ultimates 3 and 4, the series can only get better. Besides, the Captain America here ain't dead!

Justice Society of America
$2.99 Monthly DC Comics
            The Justice Society of America is written by DC’s go-to-guy Geoff Johns with art chores left in the very capable hands of Dale Eaglesham. This book is just in its 3rd issue but has started off with a bang with more buzz than the Justice League of America re-launch. The book stars some of the oldest characters in all of comics and their offspring. The legacy and influence of these golden-age characters can be traced to the pages of this new DC title. Despite the rich history of the team, you don’t have to be 70 years old to enjoy the book. Good is good, as I always say.

            In closing, the medium of comics has experienced many such ill-devised and gimmicked-laden projects such as killing off a major character. Remember, they won’t stay dead will they? What stands out in comics are not these flash-in-the-pans but rather the multitude of projects that are consistent in their quality content. You just need to find them… and I’m here to help. I’ll be your guide.