Thu Jul 9, 2009 1:56PM6 comments ›
Thu Jul 9, 2009 — by Glenn Hauman
'Curses! Foiled Again!' Marvel goes back to 90's cover gimmicks
Yesterday I wrote about how DC was trying, with Wednesday Comics, to do something that couldn't easily be reproduced on the computer screen to drive sales of paper. Marvel has now announced they're doing something that doesn't work on computers well-- though it might be the return of the biggest disaster to hit comics in the 90s.
Don't worry, says the press release:
“This is Marvel doing the nineties right,” explained David Gabriel, Marvel Comics Senior Vice President of Sales & Circulation. “We’re taking two of the most popular cover treatments of all time—foil and holograms—to create an all new kind of cover, as a ‘thank-you’ to fans who’ve been demanding this kind of variant! Retailers and fans don't need to worry. We're only doing this on a limited basis. You won't see one on Ms Marvel #46 or Lockjaw and the Pet Avengers #4. We're using them to mark very special occasions...such as the launch of Ultimate Comics line.”
I had the same type of feeling when the Bush Administration said it didn't torture, and anyway those were special circumstances.
The hell of it is, foil covers do catch the eye and help promote books, that's why they do it with novels, record covers, and every other kind of packaging. But if they crank up the stupid collectibles market again... or rather the collectibles stupid market... Marvel will have no one to blame but themselves.
Now if you'll excuse me, I have to go back to reading piles of press releases about stupid exclusive collectibles being released at San Diego Comic-Con this year. Ooh, a special Gleek action figure only at SDCC! How could I have ever survived without it...?
Jump to comments (6) 
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Comments (6)
Sean D. Martin (4:47 PM on Thu Jul 9, 2009)
We're using them to mark very special occasions...such as the launch of Ultimate Comics line."
Oh, good. because I've been hearing about the Ultimate line of comics for years. Good to know they're finally going to start publishing them.
Wait, what?
Christopher Back (9:32 PM on Thu Jul 9, 2009)
You know what the irony of that really is? That was what the whole idea of the gimmick covers the last time around and we all know how well that worked the last time around.
Now that being said I did like some of the covers back in the day, but the price point on those things was insane the last time around and if you think almost $4.00 for comics with no cover enhancements it'll be at least $5-$7 for these books, and in this economy this doesn't seem to me to be a very good idea.
Sean D. Martin (4:48 PM on Thu Jul 9, 2009)
...as a 'thank-you' to fans...
So... there won't be a boost in cover price, than?
Marc Alan Fishman (10:46 PM on Thu Jul 9, 2009)
re: foil covers: WORTHLESS. Give me pages, not packaging.
re con exclusives: Having promoted our own product up for WW Chicago this year... I have no room to talk.
Vinnie Bartilucci (12:46 PM on Fri Jul 10, 2009)
On the definition of "foil" as "enemy, antagonist"
Back when I worked in a bookstore in the 80's, publishers started coming up with ways to make book covers more attractive. One of the things they started doing were more than one cover for a book. In some cases they'd just change the background color of the cover, and in same cases they'd do different art, as they did for the Stephen King collection "Different Seasons". Now bear in mind, this was done SOLELY to give the bookstores something more attractive to stack in the windows - four different color covers allowed you to do a more appealing display.
Once in a while someone would come along and ask if they were four different books; one person asked if the four covers meant the books were different languages. We'd assure them they were all the same interior, it was just a display thing. So they'd pick their favorite cover, and buy their copy.
Their ONE copy.
http://40yearoldfanboy.blogspot.com/2009/07/on-definition...
Sean D. Martin (3:26 PM on Fri Jul 10, 2009)
So they'd pick their favorite cover, and buy their copy.
Their ONE copy.
Exactly all I've ever done with comic books. Find the cover I like better, buy ONE of that.