Last year DC comics decided to launch a new printing initiative focused on reprinting their most iconic stories in smaller formats more akin to that of a regular Manga Volume. The much talked about launch was met with wide appraisal and stunning sales that seemed to prove what many consumers had been saying for years; Cheaper and smaller comics will sell better when you put them in more convenient places to buy. It was truly a breath of fresh air in the comics industry, after years of seemingly unresponsive initiatives from publishers it seemed like audiences were finally being listened to and in return DC made a shitload of money. The Compact Comics Initiative seemed to be a win-win for DC and comics as a whole.
Later on, Marvel decided that they too were going to jump on this bandwagon with their own line of smaller sized collections of some of their most iconic stories. The first wave of which is releasing this week, including the seminal Daredevil book “Born Again” and the first few issues of Ta Nehisi Coates’ run on Black Panther. Yet, while DC’s compact Comics Launch was hotly anticipated, it seems Marvel’s version isn’t off to such a hot start. I haven’t heard a single person mention these books coming out and I follow a sickening amount of people from the industry. No writer, nor artist, nor editor or journalist that I follow seems to be all that amped up for these books and quite honestly… I can understand why.
DC’s Compact Comics were a clear success. Their biggest and best stories for a good price of around 10 bucks and in a size that anyone can take along with them on trips or on their commute to work. It’s genius. Sure, It’s simple. But it’s genius. Yet a formula this simple seems like too much for Marvel Comics to wrap their head around, as they have seemingly decided to not learn a thing from their competitors’ success and instead just do their own baffling thing.
First off, Marvel has increased the price of these editions with 5 bucks, making their version of these Compact Comics a much steeper 15 bucks. This increase might not seem like a lot, but you’ll quickly figure out that every cent counts (especially these days) and that the increase seems to be for no logical reason at all. No, instead the price hike seems to be the result of an even dumber change made in sizing. DC’s format sports a nice 5.5” by 8.5” format similar to that of your standard paper novel, while Marvel’s version sports a much taller and wider size of 6” by 9”. That might not seem like much, but those half inches count for a lot.
People want to take this with them on the go. You want any random person, if they’re a comic fan or not, to see a book like this on the shelf and pick it up. Size and price are huge factors in this case, they might just be the most important factors. So I truly cannot imagine why Marvel ever assumed hiking both of these aspects up was such a good idea. Now your local 11 year old isn’t going to buy your Black Panther book anymore, he only got 10 bucks of allowance this month, thankfully there is a cool Batman book he can get for that price on the next shelf over. His Mom isn’t picking up your Daredevil book now either because it just doesn’t fit in her purse like her normal novels do. Luckily for her there’s a nicely sized Wonder Woman title on the shelf next to Marvel’s that does fit in her purse. These changes matter.
I’m obviously being a little silly here but my point is still clear. The Compact Comics had two huge selling points and Marvel has decided to just sort of ignore that in favor of something worse. Some might say that the price increase isn’t just because of the bigger format, since the book does also include quite some bonus material inside like Mazzucchelli pencils and Miller’s script for the Born Again book. While I’m really glad those extra pages are in there (The fact that Compact Comics got rid of such bonus material bugged me slightly) I don’t believe it should’ve had any real impact on the price. The Compact Watchmen edition included the entire 12 issue run, more than 400 pages, for the same 10 dollar price point as any other Compact edition while Born Again is 5 bucks more yet only has 300 pages. It just does not make sense, no matter how much bonus material is in there.
Yet my issues do not just end with the terrible price and size changes, I also think Marvel dropped the ball on their design choices here, mainly those hideous covers. Compact Comics have a very clear look. It’s color coded, sleek and stands out. The bright impact-like font pops out at you when it’s on the shelves and even the spines are eye-catching enough. Marvel opted for a different route. A very boring one. I do not know what the thought process behind the covers is, I imagine it’s an attempt to look more sophisticated since these books are “Premier”, but the end result looks more like a bland textbook you’d carry around in high school. Nothing screams excitement to me, there’s no action on display, no popping colors or iconic covers. Nothing about it is eye-catching. The stark white design and the badly faded out original covers slapped onto the front of the books are ugly and confusing. The thick red border at the bottom is plain and straight up boring to look at as it only highlights the confusing amount of different fonts thrown into your face. The spines are not nearly as striking as its competitors’ version, coming across as the more timid and scared little cousin of DC’s initiative. The cherry on top of this terrible cake is that horrible new Marvel Comics logo (Feige you will rue the day you started striving for brand synergy).
I get that Marvel is trying to hone in on a new sort of audience with these books, but I think they’ve forgotten that they’re still a comic book publisher. You can dress up the exterior as clean as possible, but once you crack open that book you will still see men in tights fighting evil villains and their henchmen. It’s okay to be a comic book, it’s okay to exude that fun energy that’s inside these books, that’s what they’re here for. If you’re trying to trick a different audience into buying your book this entire thing is gonna misfire in your face and you’ll be stuck with a few hundred boxes of “Premier” collections instead of the absolute success of the Compact line.
A big issue with this idea for Marvel is also the type of books they have. DC just has a better library when it comes to stand alone minis that make for great material for these sorts of Collections. Marvel doesn’t really have their own version of “Batman Year One” or “Watchmen”. They have iconic, long running story arcs that you can’t squeeze into a format like this. The general audience outside of comics have always had this belief that Comics are this impenetrable web of continuity while that really isn’t the case, but showcasing them the first few issues of a 25 issue long run isn’t gonna calm their fears on that front.
I get that this isn’t the fault of the format. It’s really nobody’s fault. But it is a shame that Marvel didn’t even try to find more than one stand alone book at launch. Born Again is a great pick for an initiative like this. It’s singular, it’s popular and it’s coming out at a time when the words “Daredevil: Born Again” are plastered on posters across the entire globe. That’s smart marketing, and something DC doesn’t have to benefit from – not yet at least. Marvel truly has the characters to rival DC. Yes, they might have Batman and Superman – characters who’s name will forever be ingrained into our collective consciousness – but ever since the MCU, Marvel has really made some minor characters into household names. An Iron Man Premier edition would sell just as well as one of Batman’s compact editions, trust me on that, you just have to pick the right Iron Man story.
Do I think this is gonna do well? Not particularly. Do I hope it’s gonna do well? Obviously. I love comics, the entire reason I started this page was to hopefully get some new people riled up about this industry the way I am, so if this initiative sticks I’d be happy to swallow my words. It’s not like everything is terrible about these books, the quality of the paper is really nice. The printing is wonderful and really does justice to Mazzucchelli and Scheele’s original coloring. Again, putting bonus material in there is lovely and a great way to get people familiar with the artists making this stuff behind the scenes, as they can often be overlooked by the general audience. I just hope Marvel manages to course correct over the next few months and have a nicer, more affordable set of books available come Christmas time.
What do you think of this new initiative? And are you planning on checking out any of the releases this week? Let us know on the socials and be sure to follow us as we’ll be delving into the future of Marvel’s Premier Collection and trying to find which books deserve to be published in this format as well.
GHOST WRITES 