It’s all coming together now, isn’t it? Marvel has just sent out the following advisory:
Tune into ABC at 11a/10a E/C tomorrow as the hosts of ABC’s The View exclusively reveal a major Marvel announcement! This is your first chance to get a look at the moment in Astonishing X-Men #50 that will have everyone talking!
As you may have heard, it’s expected that ASTONISHING X-MEN will feature a gay wedding— probably Northstar, the first openly gay mainstream superhero, and his boyfriend Kyle tying the knot. Which is now supported even by the president of the United States.
This is by our reckoning the third or fourth solid comics segment of The View, the show about chatty yentas that represent the third-rail “fourth quadrant” for comics: older women and stay-at-home
freelancers homemakers. That Marvel was able to get this segment on this show reveals that no aspect of media is too much “above” comics any more.
If Oprah still had her show, I believe the great dream of a graphic novel for her book club would have been only a matter of time.
UPDATE: as pointed out in the comments, The View and Marvel are both owned by Disney but I think there is more to it than that.
• First off, if Marvel Comics really has access to Disney’s greater PR machine just for a comic, that’s pretty major. I’ve said this before but Disney invented the modern definition of corporate synergy, and no one can match them at it. Is this a reward for THE AVENGERS?
• Disney has lots of outlets where they could promote a Marvel story, so obviously The View coffee klatch is still where they think this story would be most effective. And remember, Obama was supposed to make his gay marriage announcement on The View originally as well.
Heidi MacDonald is the founder and editor in chief of The Beat. In the past, she worked for Disney, DC Comics, Fox and Publishers Weekly. She can be heard regularly on the More To Come Podcast. She likes coffee, cats and noble struggle.