Obviously, DC’s sweeping post-Flashpoint changes — 52 new #1s in September, including relaunches of long-running series like Action Comics and Detective Comics — is about reaching new readers. But that’s much, much easier said than done. Earlier this month at the Hero Complex Film Festival, DC co-publisher Jim Lee said the company is “going to go out there and really promote this on a national level,” and Bleeding Cool reported a couple of weeks back that DC is planning a national TV ad campaign to promote the massive relaunch.
Now it looks like DC themselves are talking in a little more specifics about TV ads, according to Steve Anderson, owner of Third Eye Comics in Maryland. Anderson was quoted in an Examiner.com article following a “DC Comics Roadshow” meeting with retailers, saying, “There’s going to be national campaigns designed to reach the public and make them aware of the DC. TV campaigns- I mean: I don’t know about you but I can’t remember the last time there was a TV Campaign for comics.”
As much as TV ads seem like a no-brainer, it’s fairly uncharted territory for comics. As Anderson points out in the interview, Malibu’s Ultraverse line had a spot (and is it just us, or is that American Gladiators announcer Mike Adamle doing the voiceover?):
And there was of course the Rob Liefeld Levi’s commercial, where he talked about X-Force with Spike Lee (that really happened):
TV commercials are an expensive, risky proposition, but could go a long way in promoting DC’s major revamp. We’ll see what ends up happening, but in a world where Tomar Re was on bus ads at every other stop in Los Angeles as part of Green Lantern‘s massive marketing campaign, would, say, a 30-second spot for Demon Knights during Doctor Who on BBC America really seem so ridiculous?
June 27th, 2011 at 4:49 pm
As a retailer I am thrilled to hear this. Hopefully the talent will stay more than 6 months on the books. Hats off to DC.
June 27th, 2011 at 5:05 pm
One thing I hope they can get around are the rules for what can be advertised on certain shows. You can’t advertise the toy on which a show is based on that show. That’s why back in the day, GI Joe toys would be advertised on Transformers, and vice-versa.
Unfortunately, the same holds true for comics. So you can’t advertise a Batman comic on a batman cartoon.Or at least you couldn’t, no idea if that law has been overturned.
June 27th, 2011 at 5:18 pm
This is cool, anything that is targeted at the mainstream is a step in the right direction even though I’d find it hard imagine it working (but what do I know?).
One thing they really need to do is advertise thier kids line comics during Cartoon Network shows etc. since they will be far more reseptive to flashy TV ads.
June 27th, 2011 at 5:18 pm
This is cool, anything that is targeted at the mainstream is a step in the right direction even though I’d find it hard imagine it working (but what do I know?).
One thing they really need to do is advertise their kids line comics during Cartoon Network shows etc. since they will be far more reseptive to flashy TV ads.
June 27th, 2011 at 5:43 pm
I really hope they’re not just planning tv spots as part of this ad blitz.
June 27th, 2011 at 6:18 pm
Yeah, because the ad blitz for Green Lantern worked out so well getting people into the theaters, right?
Nah, but seriously, hopefully it helps bring more attention to comics.
June 27th, 2011 at 6:25 pm
Good move withe the TVCs, but they’re really behind the times in terms of web/social media – they should totally have had a YouTube channel up and running by now to support their offerings.
June 27th, 2011 at 6:29 pm
Commercials for comics are not as unprecedented as you suggest. Hasbro paid for a series of ads promoting the GI Joe comic (3 to 5 a year from 1982-1988). They were fully animated 30 second spots and based directly on the stories that appeared in the issues they were promoting. Hasbro then re-used the animation for their toy commercials, which helped justify the cost, but they also succeeded in making GI Joe one of Marvel’s top sellers.
It would be interesting if DC teamed up with Mattel to make high production value animated commercials that could be reused to sell the DC action figures…
June 27th, 2011 at 6:43 pm
They’re gonna have a block of shows on Cartoon Network called DC Nation. I’ve heard that they’ll advertise during that time. The block will have the new Green Lantern show as well as Batman: The Brave & The Bold.
June 27th, 2011 at 6:58 pm
It’s about frickin time!
June 27th, 2011 at 6:59 pm
Interviewer: “So Rob, have you had any formal art training?”
Rob Liefield: “No…”
lmao
June 27th, 2011 at 9:55 pm
Rob : and you comics fans bought millions of my comic anyway
Comics Fans: uhhh yeah we did
Rob:LAMOATWTTB *
[all the way to the bank]
June 27th, 2011 at 11:19 pm
Back in the day I loved Liefeld’s art, man do I feel guilty admitting that.
For the sake of nostalgia i’ll probably buy Hawk & Dove in September.
LOL.
June 27th, 2011 at 11:39 pm
This would be great for comics if it wasnt for the fact it is going to advertise the terrible DCGnU a comic book “reboot” that is driving a heck of a lot more older comic book fans away than bringing newer fans in because of the terrible re designs by Lee, awfull creative teams and the total disrespect to past stories and the renumbering of the comics that have been around for over 70 years, making it a great jumping OFF point when the comics finish in August. Maybe Marvel should try this they seem to be the strongest company around at the moment with their hit movies, t.v.shows/cartoons and prity good creative teams for their comics.
June 27th, 2011 at 11:44 pm
Didn’t they have commercials for the Vertigo Crime books and Fables?
This is the Fables one (can’t find the VC one): http://www.youtube.com/watch?v=aUz1kjdABew&feature=related
June 28th, 2011 at 12:09 am
The G.I. Joe comic ads from the 80s, where the cartoon would freeze-frame into that month’s comic cover, are what got ne into comics 20 years ago
Jason
June 28th, 2011 at 1:35 am
“As much as TV ads seem like a no-brainer, it’s fairly uncharted territory for comics.”
Wow, no kidding. The average workaday joe who watches TV might have forgotten that monthly superhero comics are being published.
This is actually huge IMO. This is expensive, risky and big enough to have the potential to mean something. This, to my eyes, is DC showing they’re not kidding around and, win or lose, I applaud them for the initiative. If a couple million average people are convinced to try comics again for the first time in several decades, it will be a groundswell and could save the industry.
June 28th, 2011 at 3:37 am
Nobody seems to be talking about how bad the books they’re about to put out are. Frankenstein? Hawk & Dove? Anybody read artist-turned-writer Tony Daniel’s Batman? It’s been TERRIBLE, and now he’s gonna write multiple books. JLA and Morrison’s Superman are gonna do well, the rest are gonna tank. (I’m sure there will be one other surprise hit), but watch how many of these 52 are around in a year…
June 28th, 2011 at 6:24 am
The lack of a mass ad campaign has been my, and my local retailer’s, biggest complaint upon learning of DC’s reboot. Without a massive initiative to reach out through mass media to possible new fans, any kind of reboot or restructuring on the part of any comics publisher would go largely unnoticed by the general public.
Yes, t.v. ads are expensive, but how much more expensive is it when a company continuously bleeds their readership over the course of the last twenty or so years and watches it’s profits shrink? I’m still not on board with DC’s new direction, but I have to say I am impressed with this latest news.For the sake of the comics industry, I hope it proves successful.
June 28th, 2011 at 6:45 am
When I first heard of the news of Disney’s buyout of Marvel my first thought was of Disney and WB injecting money to start really pushing both companies exposure. I see this as the first step to that and hopefully escalation of it
June 28th, 2011 at 10:07 am
I’m not excited about the DC relaunch at all. I think it’s an awful gimmick that reeks of desperation and bad planning.
That said, this is a GREAT idea and one that I’ve been thinking comics should have been embracing for years. Yes, TV ads are expensive. But it’s exposure. When your product is pretty much exclusive to stores that are generally out of sight, out of mind, you need to get the word out.
So while I still might not like what they’re advertising, I couldn’t be happier they’re actually advertising it. Great move DC.
I honestly hope this sets a new standard for the industry. I want to see comics raise their profile in the public consciousness.
June 28th, 2011 at 1:58 pm
I think the ad campaign is a great idea – though I have to laugh at all the people talking about how terrible the books are when none of them are out yet.
June 28th, 2011 at 3:33 pm
I like the idea!
I’m sick of all the DC Haters! You people hate everything DC does! IGN & Other websites blast ever move DC makes! Yes, GL was not as good as we had wanted, but DC didnt have full control! DC had full control over RED and that was a good movie! STOP HATING ON DC!
June 28th, 2011 at 3:33 pm
I LOVE the new suits! Especially SUPERMAN!
June 28th, 2011 at 3:34 pm
Thank you newsarama! You are one of the only websites that give DC a fair shake!
June 28th, 2011 at 4:33 pm
Weren’t there ads for Secret Invasion that ran during baseball? Or did my brain just make that up?