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Subj: In-depth analysis of Marvel strategy vs. DC (Cross-over relevant)
Posted: Mon Mar 16, 2009 at 03:46:14 pm CDT (Viewed 141 times)
Reply Subj: You've pretty much nailed it, but I'd like to add one more reason
Posted: Mon Mar 16, 2009 at 08:55:03 am CDT (Viewed 170 times)

Hello again Hatman! \:\-\)

> I think the third thing that is hurting the comic industry, and enthusiasm for it, is all the mega-events going on now. It used to be you could collect your favourite title, and even though other events might be referenced (the Fantastic Four are out of town in FF #256, we're on our own!) the books could all pretty much stand alone. Nowadays everything is so over-connected it makes you feel like you have to read a lot more books than you'd like to get the entire picture. That's a big reason I gravitate towards books that are somewhat insulated from the mega-events (Iron Fist, Thor, Captain America, Daredevil).

Here is something I posted a month or so ago on a different forum. Its relevant here because it shows how Marvel use Crossover events to create new titles, expanding their market share.

I certainly don't have all the answers but by examing the Marvel model I have isolated their strategies.

1. Divide and Conquer. Divide up your 'big guns' and spin a team book around them.

If we examine what Marvel are doing in this regard, we can see that they have multiple iterations of the Avengers and X-Teams at the moment.

New Avengers, Mighty Avengers, Dark Avengers, Young Avengers/Avengers the Initiative.

Heres how strong Marvel are at the moment - they are putting together a limited series called the Pet Avengers...looks interesting too. But Pet Avengers! It shouldn't possibly work. But somehow the Avengers tag carries enough weight at the moment that you know this is still going to sell out.

How did Marvel get to this point? Simple, by building up their resources then splitting them into two. Then building up those resources, and splitting them into two again. Of course very cleverly they do this punctuated by crossover events.

So we have big Avengers disassembled brooha which leads into...House of M...which creates New Avengers...which leads into Civil War...which creates Mighty Avengers...which leads into Secret Invasion...which creates Dark Avengers.

Marvel developed the exact same style for its cosmic stories.

Annihilation...creates Nova...leads into Annihilation Conquest...creates Guardians of the Galaxy...leads into War of Kings...creates ?

I don't know enough about the X-books to presume they are operating on similar principles?

Heres what DC do...Death of the New Gods...creates nothing. Final Crisis...creates nothing.

Marvel creates while DC stagnates.

2. Push Second Tier Characters. Heres something else Marvel do. Take one of their second tier characters and weave a big crossover around them...oh and lets just tie that in to a Hollywood movie while were at it...

Planet Hulk...begets World War Hulk...creating Incredible Hercules AND Hulk/Rulk AND Skaar: Son of Hulk...which begets Planet Skaar...

Whats the guess that when the Thor movie comes out Marvel will have a big Thor crossover just ready and waiting. Not only that but the crossover will probably lead into the creation of a spin-off title.

When was the last time DC pushed one of their second tier in this manner?

I mean even Dan Didio commented that Sinestro Corps should have been a crossover event.

Marvel seem to have the perfect formula at the moment, have their crossovers actually be meaningful and lead to the creation of new books. What this does is keeps the Marvel Universe growing and fresh.

I think if DC don't adopt a similar approach their market share will continue to slip away from their rivals.

DC have perhaps the biggest Green Lantern story ever on the horizon with Blackest Night...any sign of a Green Lantern movie from them? Nope...didn't think so.