Tagged: Dan Buckley

Martha Thomases: Selling Death

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About 20 years ago, I asked Batman editor Denny O’Neil if I could attend DC’s annual editorial retreat. I was their Publicity Manager at the time and I thought that if I could sit down and watch how the creative teams worked I could better promote the various Batman titles.

Denny was cool with it, and my boss was cool with it, so I went up to Tarrytown NY with them. It was a really interesting experience… for about a day. Then, for some reason, the big boss found out I was there and demanded I return.

His fears, as I understand them, were that, as part of the marketing department, I might interfere with the creative and editorial decisions. That was certainly not my intention. And it was also pretty insulting to Denny, to Alan Grant and Jo Duffy and Chuck Dixon and the others who were there who were more than willing to tell me to shut up if I overstepped my bounds.

Things have certainly changed since then.

Earlier this week, the New York Daily News ran a story by Ethan Sacks about the Marvel editorial summit. In attendance were Joe Quesada, Axel Alonso, James Robinson, Ta-Nehisi Coates, Brian Michael Bendis, Emily Shaw, Sana Amanat, Nick Spencer, Sam Humphries, G. Willow Wilson, Dan Slott, Tom Brevoort, Dan Buckley, and probably a whole bunch more.

This is amazing. I can’t think of any other kinds of story meetings that involve the press. Did Matthew Weiner let reporters into the Mad Men writers’ room? Did Jann Wenner send someone to sit in with Lennon and McCartney?

The article did not say if any marketing people were there while they planned the next storylines which will, apparently, involve the death of a major character. According to the piece, this is something that Marvel plans to happen every quarter. Dan Buckley is quoted as saying “The death is a marketing hook,” although he goes on to say that the story has to pay off. Still, it seems pretty damning to me, and indicative of a thought process that seeks out the lowest common denominator.

To my mind, they did this backwards. They decide that some character has to die, and then try to figure out who it should be, and from there, what the story is. I think they should first have a story, see which characters make sense to be part of that story, then see if one of them dies in the course of events. I’m on record saying that I think death is over-used as a plot device. We know the character isn’t really dead. By going to that story-well four times a year, Marvel runs the risk of cheapening the death of heroes. It’s not special. It does not inspire awe for a hero’s self-sacrifice, or tears for the tragedy.

We know the character will come back to life in a few months or years. Hell, if there must be destruction, blow up an entire planet.

A wedding would be more engaging. A birth.

It’s encouraging to see that there were more kinds of people in the room than the usual white men. Some were even women. It is my hope that this is a trend that will continue and grow. That’s how you get new perspectives on the stories, and new ideas. Perhaps if Marvel invites a reporter to the next summit, they’ll permit the women to speak to the press, just like the boys do.

Mike Gold: Marvel, You’re Murdering Us!

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Holy crap! I can’t believe this! Marvel’s next big event series is going to be a sequel to their hit event series Civil War. It’s called … wait for it … Civil War II!

You’d think there was a big budget movie or something coming out. Well, you’d be wrong. Civil War II comes out several weeks after Captain America: Civil War. It’s just a coincidence, kids!

Rocky & BullwinkleEven more astonishing, if that’s at all possible, is the announcement that Marvel is going to actually kill off one of their characters in this series!

I can’t believe it. Such courage! Such originality! Such redundancy! The House of Idea polished off that one idea once again, slathered on another coat of lipstick, bought it a tuxedo for the red carpet interviews and proudly informed The New York Daily News that “A mysterious new Marvel character comes to the attention of the world, one who has the power to calculate the outcome of future events with a high degree of accuracy … This predictive power divides the Marvel heroes on how best to capitalize on this aggregated information, with Captain Marvel leading the charge to profile future crimes and attacks before they occur, and Iron Man adopting the position that the punishment cannot come before the crime.”

Hey, this time Iron Man is on the side of the angels! Well, that’s different, but only when compared to the original 2007 Civil War event.

I wonder if Marvel is going to kill off a character they haven’t killed off before. I wonder if that’s even possible. Hmmm … do you think it might be a character whose movie rights are controlled by 20th Century Fox?

When it comes to marketing and public relations, often there’s a fine line between being forthcoming and being cynical. As Marvel publisher Dan Buckley informed the Daily News “The death is the marketing hook … The thing that’s really compelling is whether or not there’s a story afterwards that’s going to connect with readers and sustain it.”

This is true, but it would help if you gave us something new, Dan.

Major character deaths have become more common to comic books than staples … and a lot less permanent. Do you know what was really cool during Marvel’s first couple of decades? They shook up the moribund American comics market with tits-to-the-wind power and a long ongoing blast of creativity and originality the likes of which had never been seen in the medium previously.

Do you know what Marvel’s latest high-energy attempt at creativity and originality is?

They bought a new Xerox® machine.

Mike Gold: Feige Island and the Sharks of Doom

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Last week, Rich Johnston over at Bleeding Cool wrote one of his typically brilliant pieces about how Marvel Studios’ Kevin Feige aced out Marvel CEO Isaac Perlmutter and put to death the Marvel Creative Committee – Alan Fine, Brian Michael Bendis, Dan Buckley, Joe Quesada and others from time to time such as  Jeph Loeb and Axel Alonso.

That last bit makes my head hurt. Consciously turning your back on such a gifted, knowledgeable and successful group of people because you think you know how to do it better is not the act of a good businessperson, it’s the act of a megalomaniac.

Rich asks the question “how did Feige manage to strong-arm Disney into this decision?” That’s a fascinating question, as historical inquiries go. I’d like to toss out some comments about the future of Feige Island (Rich’s term; I only steal from the best). To paraphrase the most over-paraphrased phrase in comics, “with great power comes great exposure.”

This is not a prediction, it’s an analysis. Lots of shit will come down the pike. However, this is one of those rare occasions where logic is useful. Sooner or later, Marvel Studios is going to drop a turd. No slight against Marvel; it’s the second law of thermodynamics, although I phrased it somewhat differently. It’s going to happen sooner or later.

The highest dictum of business is “cover your ass.” Once again I shall quote the great Mel Brooks in Blazing Saddles, where he played Governor William J. Le Petomane at his conference table. “We’ve got to protect our phony baloney jobs, gentlemen!”

This is the principle by which business, government, and Hollywood lives and is bound to live. So, when Marvel Studios finally lays that egg, who is going to get the blame? If the buck stops at Kevin Feige’s wallet, who else is there to blame? Ike Perlmutter? Nope; he’s been banished from Feige Island. If Kevin doesn’t get himself a fall guy… then he is the fall guy.

Why the hell would a creative manager void himself of input from the likes of Bendis, Buckley, Quesada, Loeb, Fine and Alonso? Did Feige actually see any of the Marvel Studios product?

How about the balance sheets?

(For a swell time, Google Mel Brooks’ muse Le Pétomane, the stage name of the French flatulist Joseph Pujol. Seriously. You’ll be amazed and delighted… and, probably, a bit disgusted.)