RUWAN JAYATILLEKE ON X-MEN & WOLVERINE MANGA WITH DEL REY

[MattBrady]

As we reported on Sunday, Marvel and Del Rey have entered into a relationship to produce Original English Language manga starring Wolverine and the X-Men. Beginning in early 2009, the volumes will be published in manga digest format, with Wolverine being written in a shonen style by Antony Johnston, (artist TBA) and X-Men to be written in a shojo style by Raina Telgemeier and Dave Roman with art by the Indonesian artist, Anzu.

We spoke with Marvel’s Vice President of Development Ruwan Jayatilleke about the deal, while Del Rey supplied us with a sneak peek at the art.

Newsarama: To begin Ruwan, can you tell us how this deal came together, and why it makes sense for Marvel?

Ruwan Jayatilleke: The real but somewhat “fake” origin: Much to Dallas’s (associate publisher of Del Rey, Middaugh) chagrin, I will tell this “story”: In my mind, the origin of this deal all started at San Diego Comic Con 2005, where I first met Dallas at a Random House dinner where people would rotate from table to table with some uber-author talents and other random folks like myself. At that dinner was the attractive Amber Benson (“Tara” from Buffy) whose table I rooted myself for nearly the entire dinner, thereby preventing Dallas or anyone else from rotating in to meet her…much to his rage/frustration. Haha. Yes, I am a bastard!

What does this have to do with the manga deal? Well, I felt I owed Dallas a gigantic reparation (which was this manga deal) since I essentially c-blocked (chair blocked) him from meeting Amber who is sweet, awesome, sharp, etc. I am sure steam is now geyser-ing from Dallas’s ears as he reads this. If it’s any consolation to him and other fanboys, she had/has a boyfriend who was at the dinner, so all my subtle stalking/lingering was all for naught. Though I didn’t get shot down because she’s kind and polite and not because I have “game.” Ack. Anyway, I definitely would place Amber Benson as the critical spark in making this deal happen even though she played no substantial part in it being brokered! However I am digressing…

The boring origin: the deal really came together when I started dealing with Jennifer Osborne who was the licensing point person for Del Rey at the time. We had been working on several different licensing deals which included a deal for the Iron Man movie (2008) amongst other things…and I kept telling Jennifer how Marvel and Del Rey should be collaborating on things outside of the movie publishing stuff. So she and I started batting around ideas…and out of nowhere manga came up both as a topic and then an opportunity…and from there…it was a creative fusion of frenzied action. So if you end up hating the books when they launch in spring 2009, don’t blame Dallas, C.B. etc. feel free to burn me in effigy….

Dallas and Scott Shannon, vice president/ deputy publisher of Del Rey came to Marvel and pitched manga based on the X-Men and Wolverine character families. Dan Buckley, el president/my boss, and I were pretty much floored by the presentation and the limitless possibilities and opportunities that could arise with a partnership like this. We, both, felt if anyone could do manga with Marvel characters “the right way” and with an impact…it was Del Rey! They were passionate about compelling visual storytelling, enamored by our characters, and weren’t afraid to break our eyes or minds in terms of what could be done within the confines of a printed page. The partnership just felt right.

From there Dan and I looped in Mark Paniccia and C.B. and they have been more involved on the creative end of things with Dallas and Tricia Narwani, the editor on the Wolverine and X-Men manga. Obviously there’s been a bit of back-n-forth on creators and storylines…but we are all really happy with the direction, so far. It’s been immensely creative, fun, and seamless. We intend on keeping it that way…so fans gets the best of the best in terms of entertainment and enjoyment!

One trend that hopefully has been evident over the past few years is Marvel Publishing has been growing its audience not only through our traditional offering of comic books and graphic novels featured our characters, but also through third-party licensed comic book publishing like Dark Tower, Halo, Anita Blake, Hedge Knight, etc. We aren’t just increasing our core demographic, but are looking to tap new wells of consumers and establish a variety of products that hardcore fans and the more casual fans can sink their eyes into...another facet of this our continual new reader growth initiative is establishing strategic partnerships with other leaders in print entertainment and elsewhere. And that is where Del Rey Manga comes in to leverage its collective strengths and incredible reach within the hobby market as well as Trade and Mass book retail. To me, it was a no-brainer and a chance to build more collective tissue between Marvel and “traditional” book publishers outside of the movie tie-in products.
NRAMA: Marvel (as well as other Western publishers) have tried this before (most recently at Marvel with titles in the Tsunami line) – that is, reaching out to the manga audience with manga “takes” on their properties, and each time, it’s been…moderately successful at best. What makes this well so compelling for Marvel to go back to time and again, and why is this time going to be different, and, presumably, more successful?

RJ: What makes it compelling is Del Rey Manga---its understanding of the format, medium and fans as well as its ability to grab “tween” and teen readers that have proven difficult for us to grab. I do want to be clear about this---this is a licensing deal. In terms of the X-Men and Wolverine manga, Del Rey will be calling the primary shots in terms of creative, managerial, etc. with Marvel consulting on the series through approvals and such. While no brand-new venture can have 100% guarantee of success---I am confident that all of the elements are beginning signs of a fruitful creative endeavor. To emphasize this to the n-th degree, Del Rey is taking the respective essences of the X-Men and Wolverine---and beyond just doing a radical re-imagination---they are aiming to produce engaging manga that uses visually explosive art coupled with poignant storylines. Whether that’s different enough for fans and skeptics remains to be seen in comparison to prior “manga-izations” of Marvel characters —however success is definitely on the horizon and beyond for this current creative endeavor.

NRAMA: So, in essence, this is Del Rey’s baby?

RJ: Correct. Del Rey Manga is a Marvel “licensee” as per the deal struck---translation: it paid a significant amount of consideration to license the rights to the X-Men and Wolverine to do manga. Del Rey is the creative and editorial engine of this project---bringing the creative talents, editorial wisdom, and other intangible and tangible assets to produce and then print the manga. Marvel’s role is to facilitate and promote the growth of this licensed product by leveraging its own strengths in the direct market and trade/mass retail as well as be the creative consultants on the project, in terms of approvals.

NRAMA: So how are Mark Paniccia and CB Cebulski involved?

RJ: A lot of what C.B. and Mark are doing is providing their own insights into manga, based on their expertise and talents---and in turn, they are involved in the process of selecting creators, approvals on the translation of the Marvel characters, keeping the storylines true to the heart of said characters, and ensuring that Marvel ip (intellectual property) is being treated properly. It sounds really rigid and business-y, but it’s been a very fluid, collaborative process.

NRAMA: How did you end up with these specific creators on the projects, and what makes them good fits on their respective titles?

RJ: That’s the magic of having a licensee who’s talented and committed to launching a superior product! Dallas and Tricia went back and forth with Mark and C.B. on choices over the last few months. Really it was a matter of everyone feeling “right” about the respective choices and said creators’ vision. I know a partnership like this seems to scream of micro-management or “too many cooks in the kitchen”…but the folks involved have a lot of experience and great instincts when it comes to assembling a creative team that can execute a memorable story. In terms of “good fits”---the talents involved are obviously highly-skilled and are bringing a lot of their own energy and distinct variables to each of the titles. However, the people who can walk you through the creative thought process in a meaningful and informative way are Dallas, Tricia, C.B. and Mark. Me? I am just a “suit” who wears distressed denim and other minty-fresh clothing!

NRAMA: As you’ve said, and it’s something that was stressed at the panel - how different these versions of the characters will be compared to their Western versions – why is that necessary, and…dare we ask just how different?

RJ: This is a very involved answer. I’ll go with the abridged version because I am lazy, prone to be distracted, or will eventually type something inappropriate, etc.! However I do feel when Del Rey Manga does its big launch, your question will need no answer. As the manga will just be and speak for itself and to readers…without the need for explanations ad nauseum---or contrarily, a trite oversimplification. The main thing that everyone is trying to avoid is something misconstrued or conveyed poorly from the get-go and then spending months trying to explain it away.

However in the sake of answering this briefly…differentiation and diversification is important for branding purposes, in terms of biz aspects, and to make sure that fans and casual buyers know that they are getting something new and of value…so it is not confused with more traditional comic book content. Though, I don’t think “market/consumer confusion” would happen anyway because the consumers and retailers are a savvy bunch and because of the tremendous marketing, promotion, etc. associated with this project. Back to the question, the “visual” feel of the characters have to be different than their traditional interpretations to jar the viewers’ eyes and their own preconceptions. Otherwise, licensed products like this can end up being a poor photocopy of the original rather than a engaging fresh accessible interpretation. To me, the key word in that last sentence is “accessible”---my hope is that this manga ends up being a gateway product for readers who would be otherwise averse to Marvel characters or comic books. In the end, if we end up attracting long-term new readers that translates to the both Marvel and the comics industry benefiting--and we can all agree that is a good thing.

NRAMA: Once last one - of course there are many uncertainties in any market, but looking forward…is this just a first step between Del Rey and Marvel in this direction?

RJ: Without letting anything out of the bag or being clubbed to death by my boss, I will say Both Marvel and Del Rey are focused on this current endeavor and ensuring its success. And who know what future might entail? Especially with my affinity for shenanigans and tomfoolery that end up bringing forth great product!

NRAMA: So are there more plans on the back burners of this particular stove?

RJ: Fans are going to be very happy when this project launches, and Marvel has a several announcements in 2008 that will hopefully garner huge applause---and a deluge hate mail for me. The rollercoaster ride has just begun…seatbelts!

[scottmdavis]

thank god those character designs are not final art.

[hondo]

my two twin daughters who are heavily into manga, and who are both digging the Ultimate Universe thanks to a continual flow of trades from me, will like it I'm sure.

It's a good move for both Marvel and Del Rey, but not my cup of tea. Most manga isn't either, but that's just me.

[BADunn]

The Wolverine design? No. It's too much of the typical manga-boy and it does not suit Wolverine.

The other designs, however, I could go for. The bishonen angle especially suits Magneto and both Jean Grey and Mystique are naturals for manga style.

[Eddie Young]

Those who like it, will like it a lot.

[I-Ching]

They're all so thin...Xavier's budget for the School Cafe must have had severe lack of funding!

Mystique looks great in any incarnation I've seen and while a skinny Wolverine is something to get used to, I actually like the sort of 'royal' look Magneto has...Jean's costume is too wicked witchy for me...I'll still check it out though.

[The Phil]

I didn't know Magneto was related to Sephiroth?!?!

I'm still checking this out so no hate from me.

[scottmdavis]

if they put it out in a decent priced digest, like under 10 bucks CDN!!!, I may check it out.

[bigdaddyhub]

I agree that this isn't my thing, but I hope it does well and makes the readers go for the Marvel books

[red-maverick]

Wow, between this and the Batman anime, I think putting anime/manga concepts into American Comics might actually be good for the first time.

I'm glad though that these aren't the final drawings. The only ones that look good are Magneto. Everone else looks way too anorexic. Especially Wolverine, he really needs some muscle.

[mugiwara]

Now that's art that look like manga! Not like 99% of the Marvel Mangaverse art or the Avengers the Initiative #6 art some people her called "anime style".
I don't really like the shojo manga design, especially the women, but Mags look pretty good.

[AbacusComics]

It's MANGA. I think they're doing a good job for the genre.

It shouldn't just look like Japanese folks drawing the X-Men.

I think the Magneto looks great.

[Kahn]

Huh. Really? I guess it fits if you're gonna make a shoujo book but I'm not gonna pretend I'm not repulsed.

[Korvac]

I am not suited to comment on those designs... but really, I weigh about 155 lbs at 6'3" and even -I- have bigger arms than Wolverine.

[Quail-Man]

Can someone explain to me the appeal of Manga and why this is remotely interesting?

[Dalarsco2]

Originally Posted by The Phil

I didn't know Magneto was related to Sephiroth?!?!

I'm still checking this out so no hate from me.

I was thinking a white haired version of Trieze Kushrenada myself.
I look forward to this. The stories sound like fun, and it could be a great gateway into American comics for manga readers. Once they gain some interest in the X-Men from the manga digests then maybe they will jump a shelf over into the Ultimate Universe and 616 TPBs.

[BryanS7]

Originally Posted by Quail-Man

Can someone explain to me the appeal of Manga and why this is remotely interesting?

Because not everyone likes the same thing?

Not very appealing to me either but I see what they're going for with this. Its a different market, and X-Men is the perfect book to try and tap it. If these do good bookstore numbers it could be the best selling X-Men book on the stands!

[LuisMa316]

Logan is skinny what the Hell?

And Mags look like a FF villain.

[Beyerstein]

its almost as much of a bastardization as when they made that Indian spider-man

[Burnt Frog]

I know that isn't that final art, but really, I'd be happy with just that style because all the characters shown look pretty cool.

The next question is, does Del Rey have some good stories ready? This is a huge opportunity and I really don't want this to be screwed up. If you reading this Mr. manga writer, don't worry about the aging comic fanboys and just write a good fresh modern story for the growing manga teenage audience. Do that and both Del Rey and Marvel benefit, as stories unburdened with continuity will be much more attractive to new readers.

[Sesshomaru]

Originally Posted by Quail-Man

Can someone explain to me the appeal of Manga and why this is remotely interesting?

if you dont already see it , I dont think anyone should bother explaining it to you .
besides its hardly manga anyway .

[Shred Head]

Well since I have no intrest in shojo I cant really comment on the pics. Really I'm more intrested in the Wolverine series myself. I just pray that Wolverine in the pic wont look anything like the one in the Wolverine series.

[Rob Levin]

Ruwan, I continue to find you endlessly entertaining. Nice move, and I look forward to seeing how this all plays out.

Antony Johnston on Wolverine... Nice.

[Sambo253]

Re: Skinny Wolverine, most shonen manga feature skinny lead characters. There was a good post on Blog@Newsarama on the similarities and differences between shonen and super-hero comics:

"This may be a difference in Japanese vs. American body image (after all, even seinen manga like Tetsuya Sarawatari’s Tough feature short heroes), but it may also reflect the different age groups the work is aimed at. Shonen manga are mostly read by 14-year-olds, the average age of the characters; American comics are mostly read by people in their twenties and older. To a little kid (or a scrawny, adult manga editor) the idea of being able to beat big tough guys with your little stick-figure arms is incredibly appealing. To an adult, it might be easier to imagine turning fat into muscles."

EDIT: It might be best to think of this like DCs Silver Age and Golden Age (and Tangent I guess) characters with the same names. They may have the same names and a few similar concepts, but they are mostly totally different. At least I hope that the departures in the manga line are that radical.

[RedPhoenix]

Anorexic yaoi.

This isn't for me but this will sell like crazy.