The death of Johnny Storm in this week's Fantastic Four #587 isn't the end of Johnny Storm, but it is a new least on life for the media franchise. For all the attention Marvel movies have gotten in recent years, people have all but ignored the Fantastic Four less than stellar outing in the movie theaters. Those films, Fantastic Four (2005) and Fantastic Four: Rise of the Silver Surfer (2007) much like Hulk (2003) all predate Iron Man (2008) firmly setting the foundation for the Marvel cinematic Universe.
I know it might seem strange to think about the death of Human Torch in terms of the film franchise, but comics are in the midst of synergistic media convergence. Owned, as the two major superhero comic publisher are, by major media conglomerates the space between the imagined story on the page and the cinematic re-interpretation is shrinking. The decision to make a change in the comic can and will be capitalized on film. The death of the Human Torch, draws media attention. Naturally, that attention is unlike the geektastic media coverage. No, a death pushes out of the niche media market and into a broad cultural discussion.
People will rightly go over the character's long history, they will talk about what the comic represents, and ask what does it all mean. They will probably talk about major storylines, villains, and characters. People who haven't read the comic in twenty or thirty years will take note. Better, they might buy the comic or share their memory of the comic with their kids. Sales of trades collecting classic stories will likely get a boost and everyone will think about the Fantastic Four. A new rebranded comic will debut with issue #1 in short order and that will also add to sales. What better time for people curious about the recent death to check it out. Number one issues sell well. For old fans, the question of how Johnny will come back to life (and when) will likely draw readers.
The real benefit however is for the branding. For non-comic reading public, a rebooted and redesigned Fantastic Four movie must be coming. This is perfect time to re-introduce the Fantastic Four into the cinematic universe. The FF has always been Marvel's first family. Stan Lee and Jack Kirby built the Marvel universe on the back of the Fantastic Four. While the tagline, "World Greatest Comic Magazine" may seem strange to readers today, it made sense in the 1960s when the Fantastic Four debuted. Reed Richards--Mr. Fantastic, Susan Storm--Invisible Girl (later Invisible Woman), Johnny Storm--the Human Torch and Ben Grimm--The Thing were and are a family. The Fantastic Four were more adventurers than superheroes, they challenge the unknown. More than that, the Fantastic Four provided strong pro-American and anti-communist messages. The accident that gave the powers was all about the space race. Reed needed to test his new rocket so he could beat the Russian to the moon. Reed Richards was a scientist working to make sure the United States ahead of our communist enemies (the USSR). The rest of the crew fit neatly into nuclear family mold. Susan was destined to be maternal figure. While Ben and Johnny were both emotionally immature in different ways. For all the success of the early years, the Fantastic Four hasn't been at the forefront of Marvel Comics for years. Spider-Man, the X-Men, and the Avengers all sold better. The Fantastic Four was more nostalgic in its importance than drawing new readers. The new run by Jonathan Hickman follows a run by Mark Millar that put new energy in the comic. Hickman especially developed the family emphasis with greater care, giving Reed Richard and Susan Storm's kids more to do. He has built up all the characters, so this death will have a big impact in the book and in the readers.
Beyond that fact however, Marvel doesn't seem to be missing a beat when it comes to media convergence. So, it makes sense that we will hear about the new Fantastic Four movie coming. This new movie can once again put the focus on the important ideas that are core to the FF brand. A scientist as hero is exactly what President Obama's push for U.S. education and innovation needs. Moreover, Republicans can grab on to the idea of a "family" of heroes working together to make the country better. It so perfect it hurts. There are some dangers that a return to Cold War paradigm will easily lend themselves to China as jingoistic bad guy in this new 21st century race for economic success, but that kind of story won't be in the comic book directly.
Given the amount of time it take to develop movies, I suspect we will see this new Fantastic Four movie just in time for Johnny Storm to come back from the dead. There is no rush, Marvel has a long slate of character making their way to the big and small screen. I'm thinking three years should do it. From a comic standpoint that is a long time and remember Captain America only stayed dead about three years.
I think Jonathan Hickman is a great writer for the Fantastic Four. He is a mix of great character work and fantastic concepts. So, his emphasis on the Fantastic Four as family, and his willingness to put that family dynamic under stress will keep readers interested. Still, there is product to be sold and money to be made. Whatever his plans may be, you can bet the Disney marketing machine will capitalize on it.
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