IDW's Mars Attacks has been successfull, validating the publishing strategy of printing 56 variant covers for a comic book.
When IDW announced that they would be publishing Mars Attacks #1 with a total of 56 different normal covers, all using art from the classic Topps trading card set, as well as a box set that collects all 56 and one super special 57th variant cover, because fuck it, why not, some in the comic book industry were skeptical. "Damn," said superstar artist and notable speculatory practice offender Rob Liefeld, sometime, about something, but not necessarily this. Indeed, the strategy seemed risky, even for an industry that has historically had no problem draining the life out of its readership by catering to the dastardly speculation market.
As it turns out, however, the strategy was successful, with all 55,000 printed copies of the book selling out, which means that either 55,000 people bought one version of the cover, or roughly 1000 bought every version. The point, IDW doesn't care what happened, because they are now swimming naked in a pool filled with sweet, sweet speculation dollars.
With a success like this, other publishers are sure to follow suit. In fact, a rumor we totally made up suggests that DC comics may be considering a brand new reboot of their line, eliminating comic book stories altogether and publishing issues that consist of nothing but covers. Gay covers. Gay covers that gay marry each other.
The Outhouse can only hope that someone in the industry comes to their senses before it's too late. Here's the press release:
MARS ATTACKS #1 Sells Out in a Big Way!
The invasion is well at hand!
San Diego, CA (June 25, 2012) – IDW Publishing is proud to announce that the premiere issue of our MARS ATTACKS series by comics superstars John Layman and John McCrea has officially sold out of its substantial first printing!
The release for the inaugural issue of MARS ATTACKS was an admittedly ambitious one. Utilizing the original card art from Topps' classic trading cards, along with McCrea's kinetic new cover, this first issue shipped 56 covers in total. To top it off, a deluxe box set collecting all 56 covers, plus an exclusive 57th cover, was also offered to fans and retailers seeking maximum Martian saturation. We were pleased to find a host of fans looking forward to the exploits of our would-be Martian masters, and both the single issues and the box sets have sold out, meaning nearly 55,000 issues of MARS ATTACKS #1 have invaded comic shops across the globe! Also worth noting for collectors, this means that less than 1,000 copies of each classic card cover are floating around out there, so if you didn't pick up a box set, vigilance is going to be key!
Continuing the vicious Martian invasion even further, IDW is pleased to announce MARS ATTACKS THE HOLIDAYS! This October, this new one-shot is being created as a unique, off-the-wall take on MARS ATTACKS and will see Topps' vicious Martian invaders reigning chaos upon beloved holiday icons the world over. In four stories by such talents as Dean Haspiel, Fred Hembeck, Ian Boothby, and Bill Morrison, the conquerors from the Red Planet set out to spread mayhem and madness towards man over 48 full-color pages.
Usually it would be bad news that Earth is going to be under attack for the rest of the year, but this is all rather exciting!
MARS ATTACKS #1 is a full-color, 32-page comic that is in stores now. Diamond order code: APR120315
MARS ATTACKS THE HOLIDAYS is a full-color, 48-page comic that will be in stores October 24, 2012.
Visit IDWPublishing.com to learn more about the company and its top-selling books. IDW can also be found at http://www.facebook.com/#!/idwpublishing and http://tumblr.idwpublishing.com/ and on Twitter at @idwpublishing.
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Source: Press Release
Written or Contributed by: Jude Terror