While DC's 3D Villains Month covers will probably be lucrative for the company in terms of stealing a large portion of the market share in September, there's no question that initiative has been a complete disaster from a public relations standpoint, with the company pissing off retailers and fans by being unable to fill orders and needing to cancel and resolicit second printings due to a shortage of precious lenticular material (we have no idea what that is). So, the comic industry must have learned a valuable lesson from this about putting quality stories before cheap marketing gimmicks, right?
Oh. Oh man. Hold on a second.
Of course they didn't. Listen, if Marvel didn't learn this lesson from nearly going bankrupt in the 1990s, they're never going to learn. That's why Marvel is promising acetate overlay covers for the upcoming Wolverine: Origins II - It Just Got Originer #1. What is an acetate cover? As far as we can tell, it's like a clear overlay with a pattern or image printed on it, allowing the image from the regular cover to show through in the clear spots. Think the covers to Kurt Busiek and Alex Ross's Marvels.
Here's the email Marvel sent out to retailers:
Get ready for Marvel’s most ambitious cover treatment yet! In celebration of the landmark Origin II series, which unveils the mysterious mutant’s storied past, Marvel is giving Origin II #1 (OCT130650D, $4.99) the red carpet treatment with a special acetate cover. Gorgeously rendered by superstar artist Adam Kubert, this unique cover features an ominous base layer underneath a second acetate layer of the clawed mutant entering the fray!
“With this year’s special December 24th on-sale date, we wanted to give retailers a cover that really popped off the shelves,” said Marvel’s SVP of Publishing Sales, David Gabriel. “With this acetate treatment and marquee position as one of the only two Marvel Comics on sale that week, we’re positive that no reader can miss—or resist –Origin II #1!”
In anticipation of this cover’s immense popularity, Marvel will have plenty of copies available for retailer orders to appease customer's demands! Select retailers will receive a cover preview sheet before this item’s FOC date, and attendees at Marvel’s New York City Comic-Con Retailer Breakfast presentation will receive a free cover preview sheet as well. Can’t wait that long to see the acetate cover in action? Click here to see the cover in action on Marvel's website.
“The first acetate cover I ever saw was on Marvels and it blew my mind. We’re looking to do the same thing with this cover to Origin II,” said X-Men Senior Editor Nick Lowe. “Adam Kubert is a living comic book legend and this cover demonstrates that out of the gate. Top it off with Frank Martin’s delicious colors? The rendering, the concept and the surprise that readers will get when they lift the top layer of the cover drive home what a can’t-miss event Origin II is.”
Set a few years after the events of Origin, Origin II finds James Howlett running with the wolves…until something unexpected brings him back into the world of men! Follow the first “X-Man” as he finds his way back to civilization and falls afoul of someone Sinister, who’s just discovering mutantkind and the horrors he can visit on them. Written by comics superstar Kieron Gillen and drawn by industry legend Adam Kubert, Origin II continues the proud tradition of revealing Wolverine’s shocking history in the highest quality possible!
So... $5 for the comic. Marvel claims they will have "plenty of copies available for retailer orders to appease customer's demands." Marvel Editor Nick Lowe had a religious and/or sexual experience the first time he beheld an acetate cover. That about cover it?
We have no doubt Marvel will do a better job on this than DC did with the 3D covers, firstly because they're not DC, secondly because they're only doing it for one comic, not 52, and thirdly because they like to make DC look bad. But remember, Marvel ran a shortage of Age of Ultron #10 due to a lack of polybag material - but no one reported it but us. Why? The internet really is biased against DC. They deserve it, but it's true.
Also, while this is unlikely to be anywhere near the level of clusterfuck 3Dnado was, The Outhouse will always support publishers focusing on the stories and the characters over shiny marketing gimmicks. Someone send an intern to Nick Lowe's office to wave a laser pointer around on the floor to distract him so he stops coming up with ideas like this.
We don't want to have to make a Marvel counter. Do you people understand what goes into maintaining one of those?!
Here's the solicit:
ORIGIN II #1 (OF 5)
KIERON GILLEN (W) • ADAM KUBERT (A/C)
Sketch Variant by Adam Kubert
Variant Cover by SALVADOR LARROCA
Deadpool Variant by TBA
Variant Cover by Skottie Young
Blank Variant Also Available
Special Digital Edition Offer! Each copy comes with a FREE digital edition download of ORIGIN II #1, ORIGIN #1, & WOLVERINE: JAPAN’S MOST WANTED INFINITE COMIC #1!
Featuring a special Collector’s Edition Acetate Cover!
Part 1 of 5! A few years after the events of ORIGIN finds James Howlett running with the wolves…until something unexpected brings him back into the world of Follow the first “X-Man” as he finds his way back to civilization and falls afoul of someone Sinister, who’s just discovering mutantkind and the horrors he can visit on them. Plus, discover the secret behind James’ greatest enemy! At some point, the mutant who will become The Wolverine must choose: is he man or is he beast? An all-new chapter in the secret origin of one of Marvel’s most mysterious characters is revealed starting this November, by superstars Kieron Gillen (YOUNG AVENGERS, IRON MAN) and Adam Kubert (AVENGERS, UNCANNY X-MEN, WOLVERINE)!
48 PGS./Parental Advisory …$4.99
Retailers please note: In anticipation of this issue’s popularity, Marvel will have plenty of copies available to order.
UPDATE: We just got the official press release, which links to an animated gif on Marvel.com (text updated above).
BEHOLD! THE STARTLING MARVEL OF MODERN TECHNOLOGY THAT PUTS NICK LOWE INTO FITS OF RAPTURE: