It began with IDW and the launch of their Godzilla series. Since then a number of publishers have made retailer exclusive variants of their covers available, in which a retailer will order many more copies of a comic than they would generally order. Sometimes hundreds, sometimes thousands. And they will get a cover of their very own, exclusive to that store. Either an original piece of art, a black and white sketch cover or a logo of the store placed on a cover. Dynamite, Avatar, IDW, Marvel have all run successful retailer cover promotions – though Image Comics has decided to stop doing it for their single issues.
Until now, this is a promotion that DC Comics hasn’t attempted. But that will change in November, with the launch of Dark Knight III: The Master Race.
Any retailers interested in finding out the whys and the wherefores are encouraged to contact Vince Letterio…