Of late, when publishers have run re-release parties at comic stores, they have relied on the Day Early delivery system from Diamond Comic Distributors to get the books into stores on time for a little pre-release fun. Midnight sale, that sort of thing.
But that doesn’t seem to have worked out for the Avengers Vs X-Men #1 release. For whatever reason, rather than retailers receiving copies on Tuesday April 3rd and then selling them after 8pm on the same day, along with other Avengers Vs X-Men promotions, instead retailers will receive their entire order for the comic, the week previously on March 27th. And they will then have to keep them away from sale for a whole week.
Already Diamond and Marvel are promising dire retribution to any retailer who does sell copies up to a week early. Such as not being able to run a Marvel promotion again. There is also shaming by either retailers, it is likely they will all be looking at each other for the week.
Avengers Vs X-Men #1 has pre-orders for well over 200,000 and is likely to be the number one book of April. That’s if everyone doesn’t start buying it in March, of course.