Bleeding Cool is reporting that Dan DiDio of DC Comics has warned retailers at Boston Comicon that they will not be getting as many Villain Month issues as they were expecting during the September War. The allocation could be as high as 40% in some cases. I had such high hopes for DC Comics during the September War, but this announcement is just discouraging.
Forever Evil / Villain Month
Biggest Event – Period
Villain Month is not only supposed to be the biggest event for DC Comics this year, it has been pointed to as the biggest event of the year in comics. I would go as far as to say that it is one of the Top 5 biggest events in comics in the last five years. With all of the attention being paid to Villain Month, DC Comics should not have problems keeping up with orders.
I Understand
It has been my understanding that DC Comics put the Villain Month issues into production before the month was officially announced. Even if I am wrong, the issues started printing before the orders were placed. If DC Comics is going to hype a particular comic or grouping of comics, it better be sure it has enough to equal out, or at least come close to equaling out, demand.
What Villain Month Allocation Equals Out To
In my mind, the allocation for Villain Month equals out to a complete failure on the part of planning. DC Comics is telling the world that it expected Villain Month to be great, but not as great as it was promoting it to be.
Hell for the Stores
DC Comics is handing a huge headache to retailers by forcing an allocation. I can see stores with lines down the street during the Wednesday openings as comic book readers and collectors push to get all of the issues they want. I can see phones ringing off the hook at some locations which have to tell their disappointed customers that they did not receive all of the issues ordered and having to take the brunt of anger which DC Comics should be dealing with. Remember, comic book stores often deal with the backlash against publishers, but should not have to.
Will This Change My September War Prediction?
Even with the allocation, I still see DC Comics coming out on top of the unit’s sold and dollars sold charts. I still see DC Comics taking a lead for the month in market share. I just don’t see them taking a dominant lead in either. Sure, they will be above Marvel by a few percentage points, but not the double point leads I was initially expecting with Villain Month. DC Comics should still win the September War with Villain Month and Forever Evil. They just won’t slaughter the competition.
