In a surprise move reminiscent of past comicbook industry crises, Marvel Comics and DC Comics recently announced a new crossover event between the two competitors for 2025, sparking excitement among readers, and concern among industry watchers. At the recent ComicsPRO retailer summit, Marvel’s C.B. Cebulski and DC’s Marie Javins promised a series of one-shots later this year. While details remain scarce, the collaboration marks the first major crossover between the “Big Two” since 2003’s “JLA/Avengers”.
Industry analysts note that such high-profile crossovers often coincide with periods of market uncertainty. This go around the timing is particularly noteworthy, as it coincides with Diamond Comic Distributors’ recent Chapter 11 bankruptcy filing, which sent shockwaves through the industry. The comic book market has faced numerous challenges in recent years, with not only the distribution shake-ups from Diamond’s decision to stop distributing during the pandemic, to rising production costs and shifting consumer habits. Now the latest introduction of tariffs on goods produced outside the U.S. has further complicated matters for publishers.
The last major Marvel-DC crossover in 1995 came during a similar period of industry turmoil. That event, which included the creation of the Amalgam Universe, temporarily boosted sales but didn’t prevent the eventual collapse of several publishers and retailers. So while the crossover is expected to generate significant sales and media attention, some question whether it will be enough to paper over the industry’s underlying issues, or a similar harbinger of a cascade of industry collapse.
There are many factors and interconnected challenges facing the comicbook market at the moment. Market saturation, particularly in the superhero genre, has led to audience fatigue, making it harder for new titles to gain traction, and more than a few superhero comic readers have been put off by too much bad writing, mid-tier artwork, identity politics, and substituting entertaining stories for lectures.
The distribution landscape has been disrupted by Diamond Comic Distributors’ recent bankruptcy filing, has sent ripples through the supply chain for many publishers and retailers who have no alternative way to get their comics to shops or in front of hungry readers. Rising production costs further strain the financial stability of those same publishers. Many readers are moving towards digital formats or purchase graphic novels from non-specialized retailers, altering traditional sales channels. In the meantime, smaller, indie publishers and retailers are facing financial instability as they struggle to adapt to all of these changes.
Marvel Comics VP and Executive Editor Tom Brevoort wrote last year in his Substack that Marvel only very rately does publisher crossovers like this. Anytime it happens, it is always driven by unique circumstances, and often an industry crisis. While many are hoping history doesn’t repeat itself, we have to face the facts. The comicbook industry is struggling to expand readership beyond traditional superhero comic fans, and a superhero crossover comic event will not address that.
For now, all eyes are on Marvel and DC to see if they can once again provide a boost to the comic book industry during challenging times. It would help if they put good talent, like great artists, writers and editors on these books, but let’s face it, neither publisher has a very deep bench in those departments. While the Marvel/DC crossovers have the potential to be epic, it would be a fool’s errand to expect it to fix what ails the comicbook industry.
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