First, I want to clarify that we do not do “crossover” events. This is [an] important distinction. I was here in the ’90s when “crossover” events were the norm, which is when you make a reader buy four or more different titles in a specific order to get the whole story. “Galactic Storm” is the example that jumps out from my memory banks.
We do line-wide editorial events. These events usually involve a core book like “Civil War,” “Secret Invasion,” “Siege,” etc. that could be read on their own for the complete story. Other books in the line will then use that event to develop “tie-in” stories which could be “in line,” a new miniseries or one-shot. Sorry to go off on a tangent but this is a very important distinction because we are not requiring the fans to buy into three or four other ongoing series to get the main story.
That’s Marvel publisher Dan Buckley, correcting a reference in a CBR interview to “crossover events” while apparently forgetting things like 2007′s Messiah Complex and 2010′s Second Coming, both of which required fans to buy into multiple ongoing series to get the main story, as well as the upcoming “Omega Effect” storyline, which requires fans to buy three ongoing series to get the complete story. But what’s in a term? You say “potato,” I say “starchy tuberous editorial event,” after all.
(More seriously, I look forward to the “very aggressive marketing campaign” for AvX; Buckley describes it as “the biggest marketing campaign in Marvel Comics history and something [that] will, without a doubt, bring new readers to stores,” suggesting that Marvel has learned from the successes DC had with its New 52 mainstream promotion. Here’s hoping Marvel has the same success with its efforts.)