Regulator wrote:But it's hard to make those comparisons because movies have remained a huge part of American culture and a top choice of pastimes since their introduction. Comics dwindled to a niche market where people who used to get them in grocery stores and the corner drugstore could no longer find them. People always know where their local theater is but would rarely know where the local comic shop is. Nationwide publisher-driven marketing could only work in tandem with advertising pushes by local retailers and only after making people aware of the local retailers.
Its not hard to make those comparisons, I just did it. How often do you see ads for your local movie theater? Sure, they give away tickets at local events and whatnot, but nothing on a big scale. You know why? They don't need to, product pushes viewers to the theaters. I'm not downplaying the role of retailers in pushing comics locally, but the "do-it-yourself" strategy leaves a lot to be desired.
I'm using theaters as an example. It's not a 1-to-1 comparison, but putting on the ol' hypothetical hat, its a legitimate way to look at the problem. You have a product (comics) that only gets pushed by word of mouth (comic readers, comic shops, comic news sites), there is no reason to believe that sustained sales increases will occur because of the success of a product in a completely different category (film) if no sustained effort is made to link the products.
People sit around and think "hey, Iron Man just came out, shouldnt there be a bigger bump in Invincible Iron Man sales?" Well, no, there shouldn't, because there was an absence of advertising being done to say "Hey, over here! We sell Iron Man in comics too!"
Marvel is smart to partner up with the MiLB to create a more comprehensive strategy for moving their product, and hopefully they've been able to build up an infrastructure to handle bigger and better marketing.