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Showing posts from February, 2012

ICv2 - 'AVX' Marketing Biggest Ever--Comics and the Crossroad of Commerce

ICv2 - 'AVX' Marketing Biggest Ever

Is Avengers vs. X-Men "the" summer event for Marvel? Is this the response to the New 52 everyone is expecting? In truth, I don't think Marvel needs to respond to the New 52. They benefit through the pop cultural associative ether. Moreover, DC's efforts have not had the broad sales impact they hoped. While lapse fans have returned, long term growth comes from new (hopefully young) fans. Recent reports suggest the New 52 is not attracting fresh eyes. So, what exactly would Marvel be doing if it rushed to react?

There is not a clear answer, so the question become what to do, if anything in response. To me, the answer is to do exactly what the are doing. Marvel is continuing down the path to develop stories and characters across multiple platforms and bring them to audiences utilizing Disney's distribution channels. This was the pattern they had before the New 52 and it has not changed. We wonder if digital publication…