In February 2017, over 45% of Marvel titles sold less than just 20,000 copies in the US market. Traditionally, if the book is selling less than 20,000 copies in the domestic market itself, then it is in the danger of cancellation.
Every single part of the range was affected by the sales slump.
Even the popular books like those of Ms. Marvel had only 19,870 copies sold as compared to 30,916 last year at the same time.
Amazing Spider-Man series is down to 61,000.
But Why?
1. DC Comics
DC Comics (unlike its movie) is on a rampage with its new series lines like The Batman who Laughs and DC’s “Rebirth” relaunch.
These efforts have been incredibly popular.
Also, they are giving away huge discounts on main titles that helped them increase their market report.
2. Marvel’s New Storyline
Captain America is actually a Hydra Agent.
Wait, WHAT?
This was the exact reaction which everyone followed when they saw Marvel’s newest storyline.
And that was natural given that Cap is possibly the most ethical and compassionate superhero who has ever lived.
Fans actually now want something more basic from their comics. People do not want their favorite superheroes to go evil. Rather, sometimes things are better when left original.
Marvel saw a similar dismay with Wolverine’s death. However, that is the only thing that can save Marvel now, because of strong hints of Wolverine being again resurrected.
3. Poor Distribution of Marvel Comics
Okay now, this is not completely Marvel’s fault. Marvel Comics’ distribution is directly handled by Disney.
And Disney has been lessening Marvel’s footfall in the market indicating the cost cuts and discontinuation of mainstream paperbacks in near future!
We all know Disney’s strong-headed tendency to stop any of its non-profitable business without any second thoughts.
But this had led to the circulation of old titles repeatedly and non-releasing of any new originals.
So retailers are purchasing those books from Diamond distributor, those unsold copies are included in the sales figures. But they’re just occupying the bookstores’ shelves.
4. MCU and Animation
Marvel has gone digital and has seen immense success. It is one place where Marvel beats DC hands down.
The entire MCU has been the talk of this generation of superhero lovers.
But that has affected the sales of its comic book as a shift of its fanbase to digital has lessened its paper customer to almost a half.
So the growth of MCU and digital media has been inversely proportional to that of paperbacks and physical channels.
So, February 2017 should have served as a shock to Marvel and a warning to them that something is not right.
Moreover, it was an exceptional month for DC.
Also, discontinuation of physical comics can end an entire history of pre-established and madly followed storylines. This will also disturb the established culture and hamper the basic stories that are meant to be there naturally.
But the overall trend is by now has been noticed Marvel, and fans are glad to hear rumors of a change in direction. Hope that happens soon enough.