INSIDE THE MARVEL/GUIDING LIGHT TEAM-UP

[MattBrady]

Of all the projects announced by Marvel at the recent Diamond Retailer Summit, it’s not a stretch to say a team-up with the CBS soap opera The Guiding Light was the one that raised the most eyebrows.

From it’s start, the project has been in the hands of Marvel Assistant Manager of Sales Communication Jim McCann, and we caught up with him for a chat.

Newsarama: Broad strokes - what is this project all about? It's not quite Marvel heroes waking up in Springfield, right?

Jim McCann: Well… they don’t wake up there, but you will see Marvel characters and Guiding Light characters interacting. Basically, on November 1st, Guiding Light is doing a special “Inside The Light” episode titled “She’s a Marvel” that I can’t talk too much about just yet, but it is great and it completely opened the door for a logical (believe it or not) crossover. But, because it would be difficult for our characters to appear on screen on Guiding Light (due to film rights, etc), we thought it would be great if their characters appeared in a comic. So, in the story, something has happened in Springfield (Guiding Light’s setting) to attract S.H.I.E.L.D.’s attention. They think there may be a new super-powered human there. So, the (pre-Civil War) New Avengers descend on the town to see if this person is friend or foe. Unfortunately, they didn’t come alone, as some of Marvel’s deadliest villains descend, too, in the hopes of recruiting this person to the dark side, as it were.

NRAMA: What kind of tone is this going to have? Obviously, in regards to reaching out to people who don’t know Marvel, “newbies” may not be familiar with the darker edge things have taken…

JM: I wanted to write a fun, old-school, classically Marvel story in the 8-pager, to provide an introduction to our comics for Guiding Light fans- the majority of whom will be picking up a comic for the first time. I got to read the script on their episode and their head writer, David Kreizman, has crafted an excellent episode that harkens back to the kind of characters you’d find in a Marvel story, as well, so I think these two are great companion pieces.

NRAMA: How did this get rolling? You were instrumental in it, correct?

JM: It started with the search for a wedding dress.

NRAMA: Wha?

JM: No, not for me, for Storm. As you may remember, Storm’s wedding gown was designed by Shawn Dudley, costume designer for Guiding Light. David Gabriel & I are both fans of the soap genre and have contacts in that world. We often talk how similar the two mediums are. So, when it came time to talk to Guiding Light and Procter & Gamble Productions (who owns GL), I went into the meeting with Marvel’s blessing to pitch a wide number of ideas. P&G’s PR Director Alan Locher and Guiding Light Executive Producer Ellen Wheeler were amazingly receptive and just as excited as I was for the possibilities. One of the things pitched was to have their characters show up in one of our books. It was just going to be a cameo at first, and then, as talks went on, it grew and grew. I kept expecting either Guiding Light or someone at Marvel to say “No,” but that never happened. Finally, after a few months of talking, they came back with not just the approval for us to use their characters in a full story, but that they would feature our books and reference our characters on-screen, in addition to the top secret episode. I was floored! And then completely intimidated! I realized I had a lot of homework to do if I was going to write the 8-page story!

NRAMA: So you have to walk the tightrope, and make sure the story matches both with Marvel and the Guiding Light? Both fanbases are…known for their…er, passion…

JM: I have collected Marvel comics for 20 years, so there was no fear in writing them (just incredibly humbled), but the Guiding Light side of things… well. So I spent weeks researching the citizens of Springfield so that I wouldn’t make any huge continuity or characterization blunders that would have their fans screaming for my head (they are not unlike comic fans). I watched the show and read transcripts to get the characters voices and then set about writing. There are some incredibly popular characters from their show popping up in the 8-page story, and so I wanted to make sure that their fans who picked it up got as much, if not more, out of the story than the fans who already pick up the books. I made sure to try and get references to their storylines and hallmarks, and put a few little Easter Eggs for their fans to spot as well. I sent it off to Procter & Gamble Productions and Guiding Light and heard back almost immediately. They loved it! Now, it’s up to the fans. Fortunately, Alex Chung of Udon is doing the art & he is doing an amazing job! I think Guiding Light fans are going to be thrilled when they see their characters in comic book form.

NRAMA: So break it on down further – the Guiding Light characters show up in a comic – when does that come out?

JM: The eight page story will be appearing as a back-up in books on sale 10/25, 11/1, and 11/8. We will be dedicating a page on Marvel.com to help their fans discover what books this story will appear in and how to find their local comic book retailer.

And then, like I mentioned earlier, Guiding Light is doing their special episode on Wednesday, 11/1, which will feature tons of hidden “Easter Eggs” for sharp-eyed Marvel fans who tune in. Their Wednesday episodes, called “Inside the Light” episodes, are an innovative concept started by Ellen Wheeler about a year ago. Basically, they are either focused on one character or one storyline, and they are days where literally anything can (and does) happen. I don’t want to say too much more about their episode, but I do know that, starting this week, Marvel comics & references to Marvel characters have been popping up in Springfield, which is really cool. I actually got to spend some time this week on the set while they filmed this episode, and it is great! Any fan of super heroes should definitely tune in!

NRAMA: Bluntly, for this whole thing - why? What's the upside here?

JM: The upside is everyone wins. Honestly, I know that Guiding Light characters interacting with the Avengers is “Meh”-inducing to most of our fanboys

NRAMA: “Meh?” Did you just say “meh?”

JM: Hey, I’ve seen the message boards! But that said, the 8-pager isn’t for them. I know they didn’t ask for this. However, not everything has to be put out for the existing fans. We will continue to put out great stuff to keep our fans happy, but what about the newbie or the non-reader? One thing that people have been asking for is new customers & fans, a growing comic market. The only way to do that is to attract new people, and this partnership is one great example of how to do that.

NRAMA: Aside from the page at Marvel.com, how else will you be getting the word to these newbie or non comic reading fan?

JM: Procter and Gamble Productions and CBS have been kind enough to promise that they will promote the 8-page story three to four times a week at the end of Guiding Light’s episode for three weeks while the books that feature the story are coming out. That is huge. When is the last time you saw a comic book advertised on TV?! I couldn’t believe it when they told us! Think of how many people whose daily lives are not touched by comics that will now have a reason to be exposed to the medium. And soap fans are just as loyal to their past-time as comic fans; if you put it out there, they will come.

NRAMA: Seriously – even for a comic book?

JM: We think so. Last year, books that were tied into current storylines on soaps were released in the real-world and sat on the New York Times best seller list for weeks! So there is huge opportunity for growth and exposure to the medium. And, to the fanboys that still post their yawns, at the end of the day, it’s eight pages that you didn’t have to pay any extra for. It’s just good clean fun

Get it, soaps… clean…fun?

NRAMA: Don’t quit yer day job.

JM: Alright, alright…for Procter & Gamble Productions and Guiding Light, we will be promoting their November 1st episode (heck, start watching now and see if you can spot the Marvel-mentions!), and encouraging people to check that out to see the origin of the character that is at the center of our 8-page story. Hopefully, the two worlds will see that serialized story-telling is incredibly similar regardless of the way it is presented, and maybe we will see a bit more cross pollinization of fans.

Finally, and personally, there is one last upside to this. It’s a dream come true for me. I was in the ABC Daytime Writer Development Program for years, where I was lucky to write an episode of One Life to Live that made it to air. I also spent that time learning serialized story-telling, and how to tell a story that can be rich in history and continuity while still advancing these long-standing characters. The same principles are applied in comics. I moved to New York from Nashville, TN, a little over two years ago with no job offers and only 2 goals: write for television (especially soaps), and work for Marvel. Seriously. That’s all I was focused on. Within 2 months of moving, I was working at Marvel. Now, 2 years later, I am doing both at the same time, in the strangest (and personally most exciting) hybrid ever- a soap/comic crossover! So, thank you, to everyone at Procter & Gamble Productions, CBS, and Marvel. You’ve made at least this person’s dream come true.

By the way, here is a list of the titles the 8-page story will appear in

10/25
Civil War: Choosing Sides
Spider-Man Loves Mary Jane 11
Marvel Select Flip Magazine 18
Marvel Tales Flip Magazine 17

11/1
Marvel Adventures Spider-Man 21
Spider-Man And Power Pack 1
Marvel Adventures Flip Magazine 18
Marvel Heroes Flip Magazine 18

11/8
Amazing Spider-Girl 2
Franklin Richards: Happy Franksgiving!
Marvel Adventures Fantastic Four 18

[BubbaKanoosh]

This is kinda like when Hulk Hogan teamed up with Jay Leno...

[Derek Ruiz]

I think it's a good idea...

Anyway to bring new faces into the shops is a win in my book.

[Bevbos]

It's so bizarre, I'll have to check it out.

I just wish they were going to release Civil War: Seinfeld. Who's side is Cosmo Kramer on?

[DAV!S]

Sounds like a good idea, and the choice of the books it's appearing in makes sense as they're all books designed for new-readers (aside from the token attempt to get some people in on Civil War). I have ZERO interest in the project, but as Jim says in the interview, the fans are.

[investcomics]

Sorry but i'm just not feeling the whole soap opera thing with comic book heroes. It might be great for sales in a different market for Marvel, good for them but i have nil interest in this project. Sorry Marvel, count me out on this one.

[investcomics]

Originally Posted by Derek Ruiz

I think it's a good idea...

Anyway to bring new faces into the shops is a win in my book.

Yeah maybe it'll bring some hot stay at home women into the shops! lol

[red-maverick]

Sorry but i'm just not feeling the whole soap opera thing with comic book heroes. It might be great for sales in a different market for Marvel, good for them but i have nil interest in this project. Sorry Marvel, count me out on this one.

I'm with you on that one, count me out too, to me these are just two different worlds I don't think they should be together.

[venus_redsca]

This has a classic "Things Excutives Refuse to Acknowledge Ever Happened" case.

[smitch]

Originally Posted by Derek Ruiz

I think it's a good idea...

Anyway to bring new faces into the shops is a win in my book.

I seriously doubt this will increase LCS foot traffic in any measurable way.

Superheroes crossing over with daytime tv soap operas? Worst. Idea. Ever.

[CrankyViking]

I think it's a shame they couldn't have Tony Stark show up on an episode. That character is perfect for a soap.

[Beheader]

I'm picturing a Guiding Light message board where they are saying the same thing, except replace "housewife" with "nerd".

[Rawkingbird]

When this was announced, I told my wife about it, seeking confirmation that it was a silly idea. On the contrary, she said, if it were a soap she followed, she would read it, so maybe it's not that dumb of a move.

[DBHughes]

I don't see why they couldn't skirt the issue on using Marvel characters in the live action series for this one event. They could have a rich industrialist pop in for a few episodes simply named "Anthony"; with the right actor and appearance, any fan would get the point without anything confirming it is *really* Tony Stark.

[AlterEgoComics]

Will they have a character die and come back to life? That's the only thing I see that Marvel and the Guiding Light really have in common.

[Samoa Moe]

Look for Wolverine to be handed to one of the dudes who writes for Days Of Our Lives anytime soon. I mean, they're from HOLLYWOOD.

[xdemon]

This sounds like it will be fun.

If the Punisher can team up with Archie, why not the Avengers and Guiding Light?

[investcomics]

Originally Posted by Rawkingbird

When this was announced, I told my wife about it, seeking confirmation that it was a silly idea. On the contrary, she said, if it were a soap she followed, she would read it, so maybe it's not that dumb of a move.

I think it's great your wife has an "open" mind to this idea but i think she'll find herself in very limited company. This idea will be big for a little while because it'll do it's Entertainment Tonight run and whatever else and then just fall flat on it's face.

[Inferno]

Comic books and soaps are so much alike, with VERY dedicated fans. I applaud Marvel and Guidling Light for doing this.

First, it won't cost anything for the regular comic fan if they already pick up the titles. Don't want to read it? Don't read it. For a little classic super hero fun, try it out. It is only eight pages.

Second, it WILL get people into comic stores. The Soap message boards have been talking about this since it was announced weeks ago.

Basically, nothing bad can come from this, and at least SOME good will.

Good job Marvel!

Steven

[LaughingJak]

Okay - even though this is one of the most ridiculous ideas ever... let's think about it. Who's it gonna hurt? The stories are backups in second-tier books, so a lot of us don't have to even see 'em if we don't want - and it gets people in different mediums talking about comics.

[xmen510]

It's nice and all that they want to do this. In fact I think it is a great idea. But... Guiding Light does NOT belong in a Civil War Title, at all. Only something relevant like the Poems in the back of Civil War: Front Line belong in this specific storyline. To put something like this in it, it, it just doesn't belong IMO.

[kingofcities]

I'm not the target audience for this book but I give Marvel props for trying to do something different and unique.



Makes me miss Young Heroes In Love though.

[invisiblist]

I'd like to know the logic behind the choices of what issues the story will show up in.

[Rawkingbird]

Originally Posted by investcomics

I think it's great your wife has an "open" mind to this idea but i think she'll find herself in very limited company. This idea will be big for a little while because it'll do it's Entertainment Tonight run and whatever else and then just fall flat on it's face.

I should mention my wife normally hates comics and my fandom of them.

[protege]

I just wish they were doing the 8 page stories in marvel books i actually READ...Ms. marvel? Thunderbolts? moon Knight? new Avengers?