Following on what seems to have been a successful run with the Ultimate line, starting in June, Marvel will include a digital download code with ALL its books selling for $3.99.
Marvel’s moving ahead in this regard is interesting, since DC’s John Rood has indicated that redemption of their combo packs has been “astonishingly low.” In contrast, David Gabriel says Marvel’s program has been a big success.
“We’re committed to bringing fans the best value in comics. By including codes for free digital copies in all our $3.99 super hero comics, we’re doing just that” said David Gabriel, SVP of Sales, Marvel Entertainment in a statement. “We’ve seen a tremendous response to the digital codes in Avenging Spider-Man, our Season One graphic novels and the Ultimate Comics line. The positive reactions from both retailers and fans make it clear that including these codes with our books drives customers into comic stores on a repeated basis.”
“At Marvel, we’re always looking for ways to bring the worlds of print and digital media together to deliver the best comics experience for our fans,” said Peter Phillips, SVP & GM, Marvel Digital Media. “With this next step, fans will soon be able to buy their comics from their favorite retailers but also enjoy them on their mobile devices and tablets, all at no extra charge. Welcome to the Revolution.”
In addition to the Ultimates, Marvel’s initial rollout also made codes available for its Season One Marvel introductory graphic novels.
Without knowing the numbers, this is 1) a cheap way to include added value on the wallet-busting $3.99 price and 2) really moving towards the model for most movies and books where a digital copy is included with print.