MAX'ING OUT THE FUTURE: AXEL ALONSO TALKS MARVEL MAX

**MattBrady** · 07-11-2007, 02:24 PM

For years, Marvel’s MAX imprint has been something of an enigma in terms of identity and projects. Throughout the years of its existence, it’s seen characters who make their home in the Marvel Universe migrate over, the debut of a character who would become a mainstay in the Marvel Universe (Jessica Jones), old characters resurrected, its overall number of titles balloon (relatively) and then dwindle.

Recently, the “mature readers” imprint of Marvel has seen a couple of new projects, and, as Executive Editor Axel Alonso explained to us in an interview, that’s just the beginning of a larger, far meatier MAX reinvigoration.

Newsarama: How would you describe the MAX imprint as it now stands? Where it should be?

Axel Alonso: The MAX imprint is our “mature readers” imprint, simple as that. Stories for adults, not children. It’s about to expand, meaning we’ve been given the green-light to do lots more titles. We’re looking at it as an actual line now, with room for virtually all types of genres -- crime, horror, war, western, science fiction and fantasy -- and hybrids of any of the above. Oh, and kung fu.

NRAMA: Joe Quesada's always said that MAX was, essentially, a place that was there for the stories when needed, rather than a place that had to be filed with series and projects, constantly. Does that still stand, even with this new green-lighting?

AA: That’s still true, to an extent, but there’s more confidence in the demand for this kind of material.

NRAMA: Is it, in your view, in Marvel's best interests to have a vigorous and thriving MAX imprint? Is it, say, as important to Marvel as the Marvel Adventures line (which obviously skews the opposite direction)? Are there enough readers to be served through it to make it feasible?

AA: Of course. Diversity of content is always good for a publisher. Super heroes are the bread-and-butter of the industry, but that doesn’t mean there’s no room for other types of stories. If nothing else, I’ve been told several times that Punisher MAX was a “gateway drug” to the Marvel Universe.

NRAMA: So, in broad strokes, what are you looking to do with the imprint in the coming months?

AA: We’re looking to have at least three titles on the stands at all times.

NRAMA: The imprint has seen its ups and downs over the years in terms of how many projects it was carrying - how would you compare this "expansion?" to previous? Will it be sustained?

AA: This is the biggest expansion. There are more MAX projects in various stages of development and production that at any point in its history. Besides myself, there are three other editors working on material for the imprint: Warren Simons, Nick Lowe and John Barber. Four, counting Warren’s imaginary friend.

NRAMA: Who more than likely has his own MAX story. Again, generally speaking, what makes for a good MAX story? Obviously, there would be those who say it's Marvel story with hard R content, but that's clearly not what you're shooting for here...

AA: A MAX story is for “mature readers.” Because it enjoys wider parameters on content, it can cover thematic ground that’s not covered elsewhere. It can push the envelope. Usually -- but not always -- A MAX series will re-imagine an underutilized character from the Marvel catalog. In some cases, like the upcoming Foolkiller, it uses the title as a springboard.

NRAMA: What are the limits of MAX? Back when it started up, there was talk along the lines that Spider-Man, and other mainstream heroes would never show up in the line, for example…

AA: A MAX title enjoys roughly the same latitude as an R-rated movie. Would an R-rated Spider-Man movie make much sense? Probably not. But Punisher or Blade, sure.

NRAMA: Aside from just basic content, what can you do in MAX that you can't do in Marvel Knights or the regular Marvel line?

AA: Cover edgier ground. Punisher got a second life when it went MAX. Garth [Ennis] was finally able to let loose. There was only so much he could say with a Frank Castle who interacted with Spider-Man and Daredevil. Going MAX, allowed him to turn the title into a real world book, filled with the types of miscreants we really fear, villains who really deserved what they got.

NRAMA: That said, and expanding on what you said earlier, who is a likely candidate for MAX treatment? Characters, say, from the old black and white magazine days?

AA: If it’s a safe bet that a character ain’t going to show up in New Avengers, then they’re fair game. No restrictions on genre, either, so Spandex might be a part of the equation.

NRAMA: In a handful of MAX projects, and obviously, in the Punisher ongoing, we've seen characters that either aren't "themselves" or are clearly out of continuity. Is there absolutely no crossover between the respective lines?

AA: The Frank Castle in Punisher is every bit as “real” as the Frank Castle in Punisher War Journal. It just looks at him through a different lens. Ditto for Hellstorm or Cage.

As for crossovers, Spandex has got no place in Punisher MAX. The moment you show Spider-Man swing through the background, you’ve ripped readers out of the reality of that story.

NRAMA: Let's talk about one project specifically that you have coming up that seems to rest somewhere in the gray area of all of this - Foolkiller. First off, what makes Foolkiller a candidate for moving into MAX territory?

AA: Well, first off there’s the name: “Foolkiller.” Before you know anything about who the character was, you’re curious.

Gregg Hurwitz was. He was interested in writing a crime thriller and Punisher was off the table, so I mentioned the name “Foolkiller,” and his ears really perked up. A brief conversation about the role of the “fool,” or “jester,” in the King’s Court sparked a springboard for Gregg to write what he writes best -- the hard-boiled crime thriller.

NRAMA: What was Greg's pitch like that a) got your eyebrows raised, and b) told you that it needed to be a MAX story, rather than an edgy Marvel Knights story?

AA: This is a vigilante who’s cut from a different cloth than Frank Castle. A guy with a totally different modus operandi. The Punisher is all about getting the job done, as quickly and efficiently as possible -- fun’s got nothing to do with it. But the Foolkiller -- he’s all about the spectacle of retribution, the message. The Punisher is a soldier; the Foolkiller is an artist. The punishment fits the crime.

NRAMA: We'll be talking to Gregg shortly, but can you give us the rundown of the series?

AA: The Foolkiller is a mix of Frank Castle and John Doe from Se7en. Through a series of random events, he was brutally introduced to the punch line of human existence. Now he wants to share it. Gambinos and gangbangers? Frank Castle can have ‘em. The Foolkiller wants the guys you don’t see coming. The guy that wears Birkenstocks, but keeps a “Rufee” in his pocket.

NRAMA: Speaking of Gregg - how do you find MAX writers? More often than not, they're from people that aren't necessarily associated with the regular Marvel Universe...and occasionally, coming from outside of comics...

AA: Sometimes we seek them out, like Alexander Irvine, who wrote Hellstorm. Other times, they come to us. Like Gregg. Brad Meltzer sent him my way. We talked, we fastened onto something quick, and that was that. David Lapham had a good relationship with Warren, so Terror Inc. grew out of that.

NRAMA: Is MAX a place for regular writers of the Marvel Universe? Obviously, Bendis was in there, and Garth moves back and forth, but do you get pitches from say, the Fractions, Millars and Brubakers of Marvel?

AA: Sure. Any of those guys could be working on a MAX series right now.

NRAMA: You've got Foolkiller coming up -- where do things go from here? What projects can you talk about, and what direction do you see the line moving towards in the coming months?

AA: More crime stuff, like more Foolkiller. More horror, like Terror Inc. or Haunt of Horror: Lovecraft, where Richard Corben takes on his literary obsession. More war stories. Some science fiction.

There’s even a super hero team book that’ll probably get me fired.

sweetmisery · 07-11-2007, 02:35 PM

Lovecraft!!! WOOT! First...

Mr. B · 07-11-2007, 02:39 PM

Right on. I'd love to see the imprint live...Alias left a hole that still hasn't been filled.

hiphophead · 07-11-2007, 02:41 PM

First Post...never mind

TheJerkle · 07-11-2007, 02:42 PM

A Wolverine MAX title would be ideal (in place of Origins)

Birmy · 07-11-2007, 02:42 PM

I was wondering about Corben's Lovecraft book, ever since it was mentioned in passing in the MAX Preview book what? A year ago? Good to hear it's still in the offing. Spares me a question to New Joe Fridays, at any rate.

Affenkopf · 07-11-2007, 02:43 PM

Quote:

Originally Posted by MattBrady

There’s even a super hero team book that’ll probably get me fired.

Thunderbots Max would be a book I would love to see

investcomics · 07-11-2007, 02:44 PM

Okay, so is this the same "Foolkiller" from back in the 80's or someone different?

Legerdemain · 07-11-2007, 02:46 PM

This is great news. I feared the line might go the way of the dodo with Punisher being the only real title (since Alias' demise).

I think there's definately room in the market for real, sophisticated adult storytelling from Marvel. I enjoy Punisher War Journal, but the Max version blows it out of the water. No holds barred Ennis - you can't beat it!

bcondray · 07-11-2007, 02:47 PM

I wonder if they might actually make a MAX Avengers...sorta like The Boys ...but with Name superheroes.

Brian009 · 07-11-2007, 02:49 PM

I really enjoyed Wisdom, and would be curious to see more of Paul Cornell writing comics.

As for super-hero team book, the Defenders might make sense in the MAX universe. Between Hellstrom, Hellcat, Valkryie (sp?) and maybe some new characters, why not?

Cheers,

B

Beheader · 07-11-2007, 02:50 PM

Quote:

Originally Posted by TheJerkle

A Wolverine MAX title would be ideal (in place of Origins)

I always thought that would be a great idea. No costumes or super criminals, just Logan traveling the world, dealing with human and magical elements. And simply call it LOGAN MAX.

Unfortuantely, Marvel worries about the hard drinking killer's image, so you'll sooner see Wolvie & Fwiends, with bubble wands popping out of his lil' wrists.

Otherwise, it about time Marvel takes advantage of the MAX line. I'm excited for these upcoming books. Thanks to Garth for keeping the light on.

neodragzero · 07-11-2007, 02:52 PM

I think the Ultimates is as far as you're going to get for a MAX type of Avengers. With stuff like Hank Pym doing what he did to Janet and the Ultimate Hulk doing the different things he did, any farther would be pushing.

investcomics · 07-11-2007, 02:52 PM

Does anyone know if this is the "Foolkiller" of old or a new one...?

Mike Thompson · 07-11-2007, 02:53 PM

Sorry, I REALLY don't like Howard Chaykin's Punisher or Barracuda. Goran Parlov is the only artist that should draw Barracuda. Chaykin's version looks out of shape (fat) and far less imposing than Parlov's.

Jed Saxon · 07-11-2007, 02:55 PM

Quote:

Originally Posted by MattBrady

There’s even a super hero team book that’ll probably get me fired.

Ah, finally an edgier take on Power Pack.

ShirtRipper · 07-11-2007, 02:56 PM

Quote:

Originally Posted by TheJerkle

A Wolverine MAX title would be ideal (in place of Origins)

Good idea, they need to cancel Origins right now, and start this Max title with a decent writer. Maybe Jason Arron!

kalorama · 07-11-2007, 02:59 PM

Quote:

Originally Posted by Mike Thompson

Sorry, I REALLY don't like Howard Chaykin's Punisher or Barracuda. Goran Parlov is the only artist that should draw Barracuda. Chaykin's version looks out of shape (fat) and far less imposing than Parlov's.

Punisher is exactly the kind of book Chaykin should be drawing. I really couldn't care less about the Punisher, but I bought the Barracuda TPB because of Pavlov's art and I'll probably buy this for Chaykin's.