So, for those of you living under a rock (or, like me,
writing a book)
DC Comics is once again, for the first (seventh?) time, introducing us to its universe in a 52 title wide reboot.
Color me shocked. Shocked I say! I'm perturbed, pedantic and possibly perennially puzzled about the possible pluralities of re-percussions of such a position. Only not really, because I don't actually give two shakes of Tawky Tawny's tail about the 'say hello to the new world/same as the old world (only with Jim Lee!)' thing DC has going on this go-round. I roll trade, son. And I'm a picky fellow. Starving artist, donchaknow? Limited funds. Still, let's rap on it, whatcha say?
On the one hand, taking into consideration the accompanying day-and-date electronic release, it's a fairly interesting approach for the company to take in regards to its assorted volumes of intellectual property. Releasing fifty-two titles, many of them new properties (for a given value of new-Mr. Terrific, in his current incarnation, has been around for-what?-a decade or so? More?), is a gutsy move. It's simultaneously a publicity stunt and an attempt to reinvigorate several dead-on-the-vine properties (*coughWonderWomancoughSupermancough*). Too, the day-and-date electronic release will likely see a boost in issue sales, for obvious reasons.
In the case of the former, I honestly don't think DC is expecting a big boost...they've been on the merry-go-round too long now to expect any new readers from the 'BIFF-BAM-POW! Who Still Knew They Made Comics?' school of journalism that permeates most major American media outlets that aren't the internet. And the internet (at least the bit of it concerned with comics rather than porn, politics or lulz) is more aghast than awestruck at the moment (though that could change). It might nab one or two new readers, but really it's just an exercise in covering bases.
No, for my money, it's the latter that's the really interesting bit here. Bear in mind that this isn't a full reboot in the style of the ad nauseum additions to the Crisis oeuvre. It's a select, sneaky thing. If DC's EiC is to be believed, it only affects low-selling titles (basically everything but Batman and Green Lantern at this point), which is an intriguing gambit. You simultaneously render null-and-void the more panned elements of the recent runs ('See a Man Who Can Fly...Walk.') and create that most holy of grails...the for-real, honest to God "Jumping On Point" for the mythic 'New Reader'.
Whether you believe in the beast or not, 'New Readers' are always preferable to 'Current Readers' for the simple reason that the former exist in vast, growing numbers whereas the latter is an ever-diminishing number with little variation. For DC, this is all about shifting the odds so that that potential number of new readers gets added to the shrinking number of current readers. They want to make the current reader number bigger and more stable, in other words. But to do that, they have to risk losing the current readers they already have.
It's a big gamble, but it has the potential for a lot of success. It also has the potential to blow up in DC's collective face in a variety of interesting ways. The day-and-date electronic release schedule will undercut the direct market in possibly severe ways, theoretically further weakening an already shaky set-up.
Comics retailers will need to adapt and quickly in order to stock up for a proverbial wolf winter as many comics fans go digital. If you're a retailer and you rely on pull-boxes to keep you going, now might be a good time to re-think that strategy. Then again, maybe not...after all, what do I know, right? Still, if the FLCS begins to fade off the scene, likely so too will the casual comic buyer. DC could be counting on the casual internet shopper to fill that void, but only time will tell on that score. Personally, I think that if it comes to it, it'll shake out about even.
The other hurdle is, of course, 'reboot-itis'. Nowadays a re-boot has the potential to drive away just as many readers as it attracts. For everyone who hated Superman's current direction, there's likely an equal (albeit silent) number who enjoyed it. And a reboot will only risk losing their interest. Granted that's likely a small risk as far as DC is concerned, because 'potential customers' always outweigh 'current customers' in corporate decision-making. It's not how much money you make, it's how much you could be making. This isn't a bad thing, but it's also not an especially good one, if you're a fan of bridges and not so much with the burning.
So, to sum up...it looks like on the pro column we have a fresh start and a new market to be exploited. On the con column it appears that we've got the potential collapse of a market that has sustained DC for several decades and the potential loss of customers that come with a reboot of beloved properties.
It'll be interesting to see how it all shakes out, in any event.