There is literally no way to write this article without repeating the Batman #50 spoilers that The New York Times ran in the headline of an article by George Gene Gustines. Though we won’t mention the detailed plot spoilers of the issue that followed. But just in case…
But there has been strong retailer reaction, both to the spoilers being revealed in this fashion and at this time, and the nature of the spoilers in question.
Many retailers commissioned special exclusive covers from DC Comics for this issue, which necessitated them ordering thousands and thousands of copies. But also, for Batman #50, many comic book creators did the same for their own studios, often with multiple editions. J. Scott Campbell, Frank Cho, Neal Adams and more.
And the feeling from a number of retailers who have reached out to Bleeding Cool seems to be that DC Comics promised a wedding (with a soundtrack to match)…
…and didn’t provide one. Without it, the demand may be less. Especially with that New York Times article. As I said before, for the Death of Superman at least he died for a bit.
Now, as a reader, I was very satisfied with the comic, and also recognise its place in the story that Tom King has been telling. And there’s a coda in Batman #50 not picked up on by The New York Times, that places this event in long-running storylines.
But the whole commemorating the event with the special issue, and selling hundreds and thousands of copies on the back of it, getting retailers to commit a lot of money and resources to the project, and persuading comic creators to do the same, without actually having what it was meant to be commemorating inside the comic, means that comic book retailers are livid with the spoiler unveiled by The New York Times.
If DC Comics doesn’t make the comic book returnable, even for retailer exclusive covers, there has even been talk of lawsuits.
I am told that some retailers have been told by DC Comics that they have a plan. But not yet what that plan will be.