Revamping the Justice League
DC Comics is getting the band back together, but they never really broke up. The publisher of Superman, Green Lantern, and Batman comics announced this week that it will renumber the entire line of the DC Universe with first issues, including the popular “Justice League.”
As a fan of all things superheroes, this caught my eyes and ears. Last year, DC tried a reboot with Superman and I wasn’t pleased. Casting aside my frustrations, I read DC’s news and got excited for two reasons. One, it appears (so far) they really aren’t messing with history. Two, they are making this relaunch available in digital form.
“The publication of JUSTICE LEAGUE issue 1 will launch day-and-date digital publishing for all these ongoing titles, making DC Comics the first of the two major American publishers to release all of its superhero comic book titles digitally the same day as in print.”
Would I read a comic on, say, the iPad? You bet. This would appeal to a new generation of comic “book” fans, who could go the DC’s website, download and read without going to the comic store. There will still be some (like with newspapers) that want a physical copy of the comic and that is still possible, as well.
DC is already catching some heat from comic book fans, though. I can understand why. These characters are iconic and Marvel tried the same thing in the 90s. I was disappointed in the Superman re-imaging last fall, but I want to see what the “Justice League” revamp is like before I pass full judgement.
That said, the revamp of DC’s titles is a risk. But so is any PR or marketing plan that we put together. Not everyone will be satisfied, despite your hardest efforts. Remember “new” Coke or the new Gap logo? That didn’t go well, but I’m sure the marketing people thought it would.
Comic fans are a picky bunch. You don’t mess with Batman, Superman, et al because they are so iconic. Everyone knows Bruce Wayne’s parents were shot to death and that Superman came to earth as a baby from Krypton (and if you didn’t, now you do).
DC is aiming this revamp to younger readers, while hoping to keep the loyal fans. The downside is this goes totally wrong and sales end up in the tank. If a groundswell of negative publicity hits this revamp, all bets are off. I don’t think DC wants to have their capes between their legs when backing off.
What are your thoughts on product revamps or reimaging? Let me know in the comments section.
Posted on June 2, 2011, in Branding, Hot Topic, Marketing, Uncategorized and tagged Aquaman, Batman, comics, DC Comics, digital, Flash, Green Lantern, Jason Mollica, Superman, Wonder Woman. Bookmark the permalink. 4 Comments.