CBR has some more from the Marvel NOW! conference call that Albert reported on earlier this week for the main site, including this explanation from Marvel’s VP of Sales, David Gabriel, as to why some books get relaunched from #1 and other don’t:
We had a lot of internal debate about this and e-mails back and forth and we had a lot of talk. I think one of the main things that we did not want to do is restart every single one of our books at a number one. I think that would’ve sent a disingenuous message to our customers and to [retailers]. I think it would have forced a lot of [retailers] to order incorrectly based on putting a #1 on there. There are some books that are just going to get creator changes and some books that are just going to get character shifts. ['Journey Into Mystery'] was a perfect book to switch characters on as was the ‘She-Hulk’ book and ‘Avengers Assemble.’
Now I’m even more confused. “Just going to get creator changes” would, surely, include the relaunched-from-#1 titles like Thor, Captain America, Iron Man, Fantastic Four, etc., wouldn’t it? I mean, yes, there’s going to be tonal shifts and new focuses coming from those creator changes, but that’s generally what happens when you have a new creative team, right…? Whereas something like Journey Into Mystery – which has a brand new creative team and change in lead character – doesn’t get a new #1 because…? Yeah, that’s still seeming inexplicably weird to me beyond “Sif isn’t the lead character in any of our movies, so she doesn’t get a new book.” Same with Red She-Hulk…
August 30th, 2012 at 8:33 am
I think the books that will get new #1s are those that can support a title long term. Cap, Avengers, Thor… those books can start a new #1 and still be around at #30. They will also get a sweet sales bump from timing them so close to the Avengers release on DVD/Blu/VOD.
Red She-Hulk and Sif? Not so much. So by continuing the old numbering, they can hook a few people who will pick up the book to keep their OCD numbering in tact, who most likely wouldn’t have bought the new #1. It’s the same bizarre backdoor pilot strategy that gave us Incredible Hercules and Black Panther Most Dangerous Man Alive.
If it doesn’t work, they can always redirect the series to another character. If Lady Sif doesn’t sell, it looks better if a press release says “THOR RETURNING TO MYSTERY” rather than “One of Marvel’s only leading females cancelled at fifth issue.”
Ultimately, it doesn’t matter. When sales need a boost, they’ll have a special re-re-renumbered Hulk #700 anniversary issue. The numbering has been so badly bastardized at Marvel over the last 5 years, I challenge anyone to keep their longboxes in order.
August 30th, 2012 at 3:35 pm
welcome to the Marvel Now 52!