I Know What’s Really Messing Up The Comic Book Industry, But Publishers Don’t Want to Hear It

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The comic book industry has faced a significant decline in sales and interest over the past few years. With major publishers like Marvel and DC Comics struggling to maintain their footing, both fans and retailers are feeling the impact. While several factors contribute to this downturn, one stands out as a major issue: the rise of “solicitation culture.”

Solicitation culture, or the practice of revealing major spoilers in synopses, covers, or variant covers months before comics hit shelves, has unintentionally diminished the overall excitement for readers, especially as readers dig into the retailer-oriented solicits for hints and clues as to what’s coming next. Spending too much time reading solicits undermines the suspense that should come with new issues, giving away major reveals long before readers can experience them.

This premature exposure of story elements not only diminishes the emotional impact of key moments but also leads to fan disinterest and reduced sales. The focus on marketing and hype over narrative integrity has resulted in a system prioritizing short-term buzz over long-term engagement, contributing to the current comic book industry crisis.

The Trouble with Solicitation Culture Is That It Spoils Major Surprises

Even If Retailers Need Solicits, There Has to Be a Better Way

Solicitation culture has become increasingly common, but it’s harming the long-term appeal of comics. When a major reveal is spoiled before readers even pick up the issue, it reduces the overall impact of the story. Fans lose that “wow” moment, and what could have been a talking point becomes an afterthought. An example of this is Marvel’s practice of revealing major events months before the actual comic releases, such as in the case of big events like the death of a major character. Instead of creating buzz around the actual event, these early spoilers often result in fan disappointment.

The situation isn’t just hurting the excitement around new comics, but it also impacts retailers. As the comic book market becomes oversaturated with variant covers and convoluted plots, retailers struggle to predict demand, even when solicitations are designed to aid with pre-orders. It’s harder than ever for stores to forecast what customers will actually want, leading to riskier investments for retailers, as they often can’t return unsold copies of comics. The abuse of the Final Order Cutoff (FOC) system adds to this uncertainty, with some stores forced to order comics months in advance based on incomplete information.

The collapse of Diamond Comics, once the dominant distributor in the industry, illustrates just how much solicitation culture is connected to the industry’s struggles. Diamond’s recent filing for bankruptcy has disrupted the entire distribution chain, causing even more uncertainty for comic shops and publishers alike. The company’s collapse wasn’t solely due to spoiler culture, but rather a combination of shifting distribution models, oversaturation, and poor financial management. Still, it’s hard to ignore that Diamond’s ability to remain a pillar of the industry was strained by an over-reliance on speculative sales models that weren’t sustainable.

The Movies Do It Too, as the MCU Struggles with Major Spoilers

The One Way the MCU Is Similar to Its Comics…

The MCU is facing challenges similar to those faced by the comic book industry. For example, in the marketing for the new Captain America: Brave New World, the Red Hulk was made a key promotional point for the MCU film, revealing his involvement months before the film’s release. This early exposure generated excitement but ultimately set the stage for disappointment when the character’s role turned out to be much smaller than fans had expected. Many recent films have relied on spoilers and leaks to generate buzz, often sacrificing the excitement of keeping key plot points hidden.

Doctor Strange in the Multiverse of Madness serves as a prime example of how keeping major twists secret can pay off. Not only was the villain kept under wraps, but some of the most anticipated cameos were also kept hidden until the film’s release. This difference in approach is reflected in the box office numbers, with Multiverse of Madness making nearly double what Captain America: Brave New World did on their respective opening weekends. The contrast in earnings suggests that audiences are still drawn to the thrill of discovering surprises on-screen, rather than knowing what to expect.

However, there are examples where the MCU has used spoilers effectively without diminishing the impact. The Winter Soldier serves as a perfect counter-example. Despite the early reveal of Bucky’s true identity, the emotional weight of his transformation and the personal stakes for Steve Rogers remained strong. The success of this reveal shows that while “solicitation culture” can spoil certain surprises, it doesn’t always ruin the story. The MCU has learned to use this tactic to its advantage, but it’s clear that such moments are becoming less impactful as spoilers have become an increasingly common part of the marketing strategy.

The Comic Book Industry Needs to Focus on Narrative

Shifting Away from Flashy Spoilers

To address the problems with solicitation and spoiler culture, the comic book industry must refocus on what truly makes comics special: the narrative. Instead of relying on variant covers, convoluted crossover events, or the constant churn of reboots, publishers should focus on creating well-crafted stories that build momentum naturally. A strong narrative can captivate readers and create word-of-mouth buzz without relying on spoilers or early reveals. By focusing on the core elements of storytelling, such as character development and engaging plots, publishers can win back the trust of their audience.

A shift in this direction would also help alleviate some of the pressure on comic stores, who face constant challenges with unpredictable sales due to speculative covers and events. Publishers can provide more consistent content that retailers can rely on by offering more affordable comics, fewer variant covers, and better editorial practices. If these publishers focus on maintaining a balance between fan service and true storytelling, it will allow readers to be surprised by new and exciting developments without spoilers.

A Radical Change Is Needed Throughout the Entire Comic Book Industry

Rebuilding the Foundation

Radically changing how comics are marketed and distributed is essential for the industry’s survival. By focusing on the integrity of storytelling and eliminating the reliance on spoilers and excessive variants, publishers can help restore the excitement around comics. A return to simpler, stronger narratives could reignite readers’ passion for the medium, reducing the reliance on preemptive hype and speculation.

If the industry hopes to rebound from its current slump,it must prioritize the reader experience over gimmicks. The time for change is now. With a fresh approach, comic books can regain their cultural significance and commercial success, leading to a stronger future for creators and fans, especially those invested in the likes of Marvel and DC Comics.

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