
While Marvel Comics probably would have preferred the fandom was talking about the events of
Civil War #4 this afternoon [like, what by the name of Odin’s beard is up with Thor?], fate hasn’t let that happen. Readers are talking about yesterday’s announced delays to the series and the event in general, and making their feeling known around the comic book Internet community, so Newsarama thought it was time to get more details on Marvel’s perspective on the matter.
We may still discuss these issues with Joe Quesada later this week, but today we sought the input of
Civil War editor Tom Brevoort, in a sort of
Civil War Room extra edition…
Newsarama: Tom, first all, first question has to be a simple "why"? What’s the reason for the delay? Mark Millar and Steve McNiven have suggested it was McNiven who needs time to catch up on the series, as well as suggesting a lack of lead-time going into the series was a factor. Is this accurate?
Tom Brevoort: It’s everything. I’m sure Mark would rather I not push this button, but I’ve got a writer with a chronic condition, and a penciler who’s never had to handle a story of this magnitude before, with this many unfamiliar characters and situations (not to mention this much spotlight pressure.) Plus, it’s just a hard book to do. And we did get something of a late start, though that might have been surmountable if this was an easier sort of project—the first page of issue #1 was sent to me by Steve on January 3rd.
“And not that anybody’s going to believe me when I say this, but these delays aren’t at all because we’re changing the story
Armageddon 2001-style. There are some elements that are shifting around —hence the new 11th issue of
Front Line — but that’s simply an issue of us having more elements on the canvas than we have space for in the remaining pages. But the ending that you will read will be the same ending we spent two days coming up with at our editorial retreat back towards the end of ’05, the one that Joss Whedon visited briefly. Sorry, conspiracy guys!
NRAMA: Can you speak about the decision
not to seek a fill-in artist to try and get the series back-on track? Or at least delays minimalized, rather than the nearly two months
Civil War #5 was pushed back?
TB: It’s no great surprise: fill-in artists suck. And as much as everybody complains about delays like this, and how they’re going to hurt sales and interest, the plain fact of the matter is that fill-in artists hurt it worse — they just do it more quietly, so people who aren’t in the industry and don’t see the sales numbers don’t really realize. For all that everybody’s up in arms about the delay, what readers really want when you scratch the surface and get down to the content of what they’re saying is for the project to be monthly by Mark and Steve. And when that becomes an impossibility, you have to ask yourself what’s going to cause more lasting damage, long-term?
I’m glad that people seem this upset because it shows that they’re really into the story, that they can’t wait until the next one comes out, but the reason that they feel that way is because Mark and Steve are producing an incredible book. And as soon as you bring in a replacement, you can immediately see the ardor of the fans start to cool.
And
Civil War #5 is only two months late because delays are cumulative. It takes Steve something like six weeks to draw the book. But when you have to push back #4, that also means you’re pushing back the start date of #5, and so forth.
NRAMA: Although having no conclusive facts, anecdotal observation of the feedback Newsarama has seen from retailers in response to this news suggests a quality fill-in artist would have been accepted and perhaps even preferred given the scope of the event and the sales it's generating. Again, at least by retailers.
TB: Two things on this—and I say this realizing full well that the retailers are the ones who are being most negatively impacted by these delays, given that it’s their cash-flow that’s being loused up.
Firstly, I think the retailers who are saying this are wrong in the long-term, because right this second they’re most concerned about their short-term future, so they’re not worrying about the long term. But to throw out two examples, look at
Ultimate Extinction and the follow-up
Ultimate Galactus series. They all sold well enough at the end of the day, but as soon as we had to bring in substitute artists — quality artists in all cases — the momentum of the series immediately started to slow. That trilogy should have been a monster seller for the Ultimate line, but it wasn’t. And I think the reason that it wasn’t is that the integrity of the project was compromised as we tried to meet the schedule. And that’ll also effect the long-term sell-through of the
Ultimate Galactus trade paperbacks.
Or you can look across town at the end of
Infinite Crisis. You can almost chart where the bloom started to go off the rose at the moment when they had to pull Ivan Reis in to do a couple of pages in issue #3. In the short-term, people were willing to put up with it, but as each successive issue had to rely more and more heavily on substitute artists in greater and greater quantity, you could just see the dissatisfaction creep in — to the point where what seemed to be most-discussed about issue #7 was the art inconsistency. I’m not saying that DC was wrong to do this — I don’t know what kinds of financial pressures they might have been under, or publishing plan pressures they might have been under. But what I can tell for certain is what it did to the reading experience in the end. And having seen that, I choose to try to learn from it.
Secondly, I’m always leery of the legitimacy of the more fulminating members of the retail community has to say in these situations. I’m reminded of a very specific example that I witnessed a number of years ago that I always turn to when confronted on something like this. It was during the initial Marvel Knights run on
Daredevil, when Kevin Smith and Joe Quesada were doing the book.
At that time, we had a system in place with Diamond wherein their sales reps would call assorted accounts, and we’d receive summaries every two weeks about their concerns and reactions to all of the Marvel product. At this time, I think it was
Daredevil #6 was about six weeks late. And the week before it came out, the retailer feedback we got was, “This book is dying on the vine, my customers aren’t interested any more, Marvel should allow me to cut my orders by 40% without any penalty.” And then, two weeks later, a week after the issue shipped, we got the retailer feedback and it said, “This book flew off the stands, I can’t get any more, Marvel should have known that demand was going to outstrip supply and overprinted by 10% or 20%.” Which is to say, nobody knows anything absolutely.
NRAMA: So then how was this decision arrived upon? A purely internal decision, or did you seek input from outside?
TB: I don’t know whether specific retailer feedback was solicited — that’s more a question for [VP of Sales] David Gabriel, who maintains relations with the retail community. But this was primarily an internal decision, and not one we arrived at lightly. We studied this thing seven ways to Sunday, trying to work out what the ripple effect would be through the other books in the line, and the publishing plan as a whole. And in laying all of this out at one time, we’re trying to be as honest and upfront with the retailers and the fans as we can at this point.
It would have been easy for us to simply say that
Civil War #4 was going to be a week late, and then two weeks late again a week later, and so on, but we wanted to give everybody as much ample warning as possible, especially retailers so that they could manage their cash flow.
NRAMA: Tom, we’ve talked to Joe Quesada about this general issue extensively in the past (and we’ll likely talk to him more at the end of this week), but let’s get the perspective of an editor whose day-to-day involves scheduling and keeping the trains running.
As you’ve no doubt seen by the reaction, this issue still greatly frustrates some fans, and many don’t understand how it continues to be a problem the publishers can’t overcome. So from your point-of-view, why can’t lateness be made an issue of the past? Why does it
seem impossible for publishers to devise strategies to make sure high-profile projects are kept on schedule?
TB: The demands of the readership have changed as the marketplace has changed over the years. People like to point to the 70s or 80s as eras when you didn’t have these problems, but I think those people are forgetting a couple of things:
1.) Those were eras in which the majority of the comics sold were sold through mainstream markets, the “newsstand” distribution network, to a larger casual readership. The casual reader doesn’t care who’s working on a given title, doesn’t follow the creators — he just wants an exciting comic book story, well-told. In that market, what was on the cover was much more important than who was doing the insides. And those books were distributed on a returnable basis, so if a given issue didn’t connect with readers, it was pulped.
But in the current direct market, we sell on a non-returnable basis three months in advance to a readership that is avidly concerned with who is working on what, and your sales numbers are largely determined weeks if not months before the book even appears on the racks.
And 2.) in the 70s, when a book was running late, you’d get an unannounced reprint under a new cover — and nobody liked that. And in the 80s, when a book was running late, you’d get an irrelevant fill-in issue that often looked like it was produced by the guys in the mail room — and nobody liked that.
Plus, these days you simply have to factor in the eventual trade paperback or hardcover collections, as they’ve become a significant part of the revenue stream. As Bryan Hitch pointed out correctly, nobody today really remembers the four-month wait between
Dark Knight Returns #2 and
#3 — heck, most of the people reading this likely first read that story as a collected edition. And that’s because the work is strong, and has stood the test of time. It wasn’t compromised simply to meet the monthly schedule, and as a result, DC and the retailers will be able to sell it forever. I think that’s the model for the future.
The whole infrastructure of comic book retailing is changing, and I think what you’re starting to see is the beginning of the movement away from a monthly magazine publishing model over to something more akin to a book publishing model. This is very distressing to a lot of people who’ve grown up with the monthly model as a bedrock concept. But ever since we retreated almost wholly to the Direct Market in terms of the basic comic book product, there’s no compelling reason for the monthly release schedule outside of the need for retailers to have a predictable cash-flow that allows them to keep their doors open.
NRAMA: If nothing else, given history, why isn’t a project like
Civil War kept in the can and off the schedule until a time when there is enough lead-time to absorb routine creative delays?
TB:
Civil War is a crossover, and a crossover involves coordinating events across the entire line of books. As such, it’s far more timely in terms of the overall publishing plan than an ordinary story. If we decided to try to hold off on
Civil War until, say, December, what that means for the rest of the line is that nobody on any of the books can do anything to substantively change the status quo in their individual titles. Talk about working in a straitjacket — not to mention comics that the readership will quickly grow bored with.
Also, waiting until everything is in the can isn’t a cure-all either. I continue to be asked, for example, often by people who are upset by it not being out yet, where
Marvels: Eye Of The Camera is. And when I tell them that we’re waiting until we’ve got it all in hand before releasing it (which is easier to do in a case like this because the story isn’t tied to what’s going on in the present day Marvel Universe), all they want to know is what’s taking so long. Comic book readers as a whole aren’t really great with delayed gratification — I’m certainly not, so I can understand the impulse.
NRAMA: You released information about how this affects the schedule of mostly known tie-in books, but fans are also expecting a number of new series to launch out of
Civil War that haven’t been solicited yet…
TB: All of those launches will be affected, but since those books haven’t been solicited yet, there isn’t the same kind of problem — we simply won’t solicit them until such a time as the appropriate
Civil War material they spin out of is ready to see print.
NRAMA: Okay, but specifically, how - if at all - will this affect the schedule of say the
Mighty Avengers, and the debut of a
new New Avengers roster in issue #27, which would have been a December release??
TB: It means that in November we constructed the stand-alone Hawkeye/Scarlet Witch story that Brian [Bendis] is doing with Alex Maleev that we told people about a few weeks back. And it means that in December and January, there won’t be any issues of
New Avengers solicited, although we will have the
New Avengers: Illuminati limited series to take up some of the publishing slack. And
New Avengers #27 will see print in February, after
Civil War #7.
NRAMA: And how about a new
Thor launch confirmed by Joe Quesada last week, and a series that may or may not be called
Alpha Flight?
TB: All of the stuff that falls into this category —
Mighty Avengers,
Thor and so forth — will not be solicited until after
Civil War wraps up, so February or March. Dan Slott’s
Civil War spin-out, for example, looks like it’ll be in March at this point.
NRAMA: Any other examples you can name and how they'll be affected?
TB: It’s an unfortunate casualty, but we’re going to be celebrating the
Fantastic Four’s 45th Anniversary a little bit late.
NRAMA: Obviously, in addition to the being upset that the series is being delayed the total number of weeks it is, there is also the underlying fear this is just the first delay. What can you say to readers to instill confidence at this point that the remaining issues will ship monthly after
Civil War #5’s November release?
TB: I can tell you that for sure they won’t — which is what that whole list of dates and adjustments was about. We reworked the schedule for the entire back end of the crossover, and all of the affected titles, and gave those new dates to everybody all at once so that they could see how this will domino across everything. And hopefully, we’ve calculated correctly, and everything will go off like clockwork from this point on.
But I’d be lying if I said I could absolutely guarantee that — the writer, for example, has a chronic disease that could quite possibly take him off the board at any time for an undetermined amount of time. Or it might not — but it’s impossible to say for certain.
NRAMA: On a different note, you announced you hoped the addition of some new
Civil War-related titles might help makes up for lost sales.
NRAMA: In that spirit, what details [creators, brief descriptions] can you share with readers about…
Civil War: War Crimes?
TB: This is a one-shot that focuses on the criminal element, on the underworld of the Marvel Universe during
Civil War. We’ve heard from any number of readers asking how Civil War is affecting some of the major villains in the Marvel Universe, so we’re going to answer some of that here.
The principle character will be the Kingpin who, though still behind bars, continues to have his fingers in all sorts of unlawful pies. And like Lucky Luciano in World War II who was offered leniency on his sentence in exchange for using his influence to help the government police the shores of U-Boat troops who’d do deals with local mobsters in exchange for food and supplies, the Kingpin will be offered the opportunity to either help the Pro-Registration side, or to hinder them.
NRAMA:
Captain America: Winter Soldier Special?
TB: Coming directly out of the Winter Soldier’s appearances in
Captain America #23 and
#24, this’ll follow Bucky Barnes through the landscape of
Civil War, in which he’ll encounter old friends and new foes alike. It’ll also put him in position for the next major story arc in
Captain America, “Death of the Dream”. Ed Brubaker will be writing this one.
NRAMA:
Iron Man/Captain America Special?
TB: This special will chronicle the last face-to-face meeting between Iron Man and Captain America before the climax to
Civil War, one last attempt on both their parts to reconcile their points of view and individual actions with one another, and possibly avert a catastrophe. It’ll also serve as a summation of their friendship over the years. Readers have been saying that they don’t quite understand why Tony Stark is doing what he’s doing, and this special (along with
Iron Man #13-14) will give them greater insight.
NRAMA: And how does
Moon Knight and
Blade become involved?
TB: Both
Moon Knight and
Blade will be having adventures that are reflective of the
Civil War landscape without being super-crucial to the core story of
Civil War. In both cases, when we were conceiving
Civil War, these books were deemed too new to derail by trying to incorporate them into the larger storyline. But now that we have more time, we have the opportunity to involve them like any other tie-in book. So you’ll see what happens when Moon Knight is asked to register, and you’ll see what Blade is doing while the Civil War is raging through the streets.
NRAMA: Finally, again, doing the lemon/lemonade thing. What can you tell readers about
Civil War #4 and
#5 so they can start talking about the story again, and less about its scheduling?
TB: Can’t tell them a thing more about #5 until #4 comes out, I’m afraid. But #4 still contains a death (with a big ol’ hole blown through somebody’s chest), a funeral, a fateful decision, and a team reborn. It’s also got Thor, obviously, and the lowdown on why he seems to be doing what he seems to be doing at the end of
Civil War #3. And the rest of the big throwdown that started in issue #3.
It’s definitely going to have people talking when it finally, finally, finally hits the stands in a few weeks.