Editor: Apparently I missed our original piece about the offer, in which Albert pointed out last July’s offer of Marvel for Marvel:
“Marvel offered retailers a very similar deal in January 2010, with a Siege #3 variant offered for Blackest Night tie-in books. Last July, they offered their own unsold comics as part of the program.”
So there you go. Still weird, though!
I admit, the whole “Tear off your Flashpoint tie-in covers to get a Fear Itself variant” thing has kind of left me cold; the “How could Marvel do that?” aspect is gone, because they did it before with Blackest Night and it’s the kind of cheap stunt that only really works in terms of PR shock once, and at least the McGuinness cover is better than the terrible Deadpool variant they offered for Siege way back when. But I was interested to see Tom Brevoort say this over on Twitter, in response to a fan complaining that Marvel should’ve offered the variant for returned Fear Itself tie-ins:
We’ve done this with Marvel books in the past too, but nobod[y] covers that because it’s not provocative.
1. Isn’t the provocative nature the entire point of this offer? Complaining that people are covering it because it’s provocative feels as false as claiming that this is only being done to help retailers (which it can do, sure, but it’s really a PR exercise, let’s face it).
2. Has Marvel really done this in the past with Marvel books? I don’t remember any such offer offhand, but I’m sure someone out there will remember if it’s happened. To be clear: I’m asking whether Marvel has previously publicly announced a variant edition of one of their books in exchange for stripped covers of their own books as specified by title and issue, not just whether Marvel has offered variants in exchange for hitting specific order levels or whatever. Any retailers out there who can help me out here?