Yesterday Ultimate Spider-Man #133, the very last issue of the nine-year-old ongoing series, shipped. I don’t think I could have been more disappointed and unhappy with the way it ended if I turned to the last page and Brian Michael Bendis himself somersaulted out of the book, punched me in the stomach, and then magically disappeared with my wallet.
I wasn’t disappointed because the work in the comic itself was sub-par, and this piece isn’t really a review anyway (though it sure is long; if I were you I’d skip it entirely), and I wasn’t all that terribly disappointed that the series had come to an end, although I’ve greatly enjoyed reading it over the last almost-a-decade, and have long considered it one of the best super-comics being produced regularly.
Rather I was disappointed because of the way that it ended, as it seemed antithetical to the way it began and the way it was for most of its long existence, and the available evidence seems to point towards the next incarnation of a Bendis-written Spider-Man with the word “Ultimate” in the title remaining antithetical to the Ultimate Spider-Man that was.
When the book launched in 2000, and the Ultimate line with it, the concept sounded simple enough, even if it was perceived as risky from Marvel’s perspective (and the perspective of plenty of industry watchers).
As good as any Marvel comic book might be, as naturally interested as any potential reader might be in reading a Marvel comic, they’re going to have to contend with decades worth of continuity, spread across thousands and thousands of pages of comics collected in hundreds of trades. Even if the books are made as accessible as possible, and are perfectly new-reader friendly, their age and the perception of impenetrability, of having missed the boat, will keep new readers away.
So instead of ignoring these potential new readers, who are going to have their interest in Marvel comics primed by the Hollywood movies that were then just about to enter their boom period, why not create a whole new line for them? Why not reboot the Marvel Universe, keeping everything about the characters and scenarios that was more or less timeless, but updating them so they were of the 21st rather than the mid-20th century, and applying modern creative sensibilities?
Looking at the numbers available to those of us who don’t work for Marvel, I don’t know how well it worked. Perhaps not as well as Marvel might have hoped (That is, it’s not like one-in-three people who saw the Spider-Man movies bought a subscription to Ultimate Spider-Man or anything). But anecdotally, I know from personal experience it worked. Ultimate Spider-Man and Ultimate X-Men were my gateway comics into the Marvel Universe and the Marvel line, as I know they were for others, and, for a couple years at least, I associated the Ultimate brand-name with good comics I could confidently read without worrying I’d feel like I walked in on the middle of the movie.
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