Wondering if Marvel would consider their own reboot if the New 52 turns out to completely upend the direct market sales chart? Well, according to Tom Brevoort, not so much:
You and folks like you seem to consider the only answer to a successful DC reboot to be a Marvel reboot. I don’t think that’s even in the top ten–not that I think we’re going to need to get there long-term in any case.
I like the idea that there’s a top ten of possible responses to Marvel losing market share advantage to DC longterm (even though I think Brevoort is right; I doubt it’ll happen, either), and I’m curious as to what those ten would be. I think it’s interesting that, judging from hints that’ve been dropped by all manner of Marvel editors and creators recently, Marvel seems to be going in exactly the opposite direction from DC in the near future; whereas DC is starting over and attempting to make each series as new-reader-friendly with as little continuity as possible, Marvel seems to be pushing the interconnectedness of the Marvel line – that very continuity, the idea that “for the whole story” you need multiple titles – instead, talking about the importance of Fear Itself, Avengers: The Children’s Crusade and Schism all ending at the same time with the unsaid implication that it’s because all of the various franchises will sync up again and the greater Marvel Universe will become a thing again, instead of a series of different franchises.
It’s definitely a valid route to take – You can make jumping on points on books without restarting continuity, with the added bonus of keeping your backlist alive – but it doesn’t have the same outside sales hook as “We’re relaunching everything from the beginning all over again! Jump on board!” Does placing the emphasis on a “gotta get ‘em all” mentality build out sales enough to account for that difference in appeal to outside readers, in the long term, I wonder? Or is the Marvel attitude pretty much to just wait out DC and hold on for the excitement around this relaunch to fade and things to return to normal…?