Marvel NOW! is the 2012 initiative of several ongoing comic books published by Marvel Comics, that debuted in October 2012 with new #1 issues. The initiative started with Uncanny Avengers and All-New X-Men, then continued to expand with each upcoming month into 2013. The point in this here is to show that Marvel how they succeeded with this initiative, not from a fans point of view, but from a marketing point of view.
Marvel NOW! is the company’s latest publishing initiative, the next phase of Marvel ReEvolution, a concept that they revealed earlier this year. It’s basically a giant shake-up of Marvel’s entire universe and creates brand new titles, brand new creative teams, brand new costumes, relaunched titles, new digital incentives, new cover designs and even new secret identities, in some cases. It’s a complete overhaul for the Marvel Universe that the publisher promises will leave no major character or series unaffected. Of course some thought of it as some reboot or way of competing with DC’s reboot, but it’s was nothing new that hadn’t been done many times before, this was just another step in Marvels continuity as a whole. This is one of the best moves they could of made, not because it’s something that they do after every comic event, but because they are setting the characters up in a way that new readers can jump in and get caught up. Nothing is being messed with, no origins are being changed drastically, and what’s the difference between issue #36 compared to #1? Absolutely nothing.
This all followed the events of AvX, which despite the disappointment from some had an ending that justified everything that led up to it. It was an inevitable event, though could have been handled better produced the many books ongoing right this moment that allowed wave 1 of Marvel NOW! to succeed.
Their aim was changes to the character status quos, alter egos, costumes, creator shifts, design shifts, the way that they do their covers, digital shifts and the way they deliver their books. They did this and succeeded. For the most part every book was on point(despite some dislike for Superior Spider-Man). What they wanted for each series was to give a fresh take on their stories by shifting the writers and artists. This allowed for a different approach to characters that was very welcomed.Each writer had their direction for a storyline and put their time into making it happen without much outside interference from other books.
There are already plans for a Marvel NOW! Wave 2. A new wave of titles that will generate the same amount of excitement amongst retailers and fans that the first wave did. From “Uncanny Avengers” to “Thanos Rising,” Marvel NOW! has been a hit, and we’re far from done. There is now an opening for many exciting new series, starting in July and carrying through next year.
It was March 2013, Alonso announced that Marvel would be launching the second wave of Marvel NOW! titles, dubbed Wave Two this summer 2013. Then announced a week later is that Avengers A.I. would be the first of Marvel’s Wave Two of Marvel NOW! comics that serves as an aftermath to the Age of Ultron event and the first new title in. After this came Infinity, which is a 6 issue limited series written by Jonathan Hickman. This storyline follows Thanos as he attacks a vulnerable Earth whilst the Avengers are away in space uniting the universe against a common enemy, the Builders.
Some could say that it’s debatable, and that’s their opinion, but for Marvel to be able to move forward to a new wave of series shows that they really had this planned out for the long run.
And stay tuned!