While everyone is concerned about Ultimate Spidey dying and Superman dying and Batman died but now he’s incorporated, and who will die next, here is a very real, very tragic death amongst us: Thor: The Mighty Avenger has been cancelled:
Created by Roger Langridge and Chris Samnee, the critically acclaimed all-ages series was announced during April’s Chicago Comic & Entertainment Expo as a timeless, accessible take on the classic character. The comic began with Thor’s reappearance on Earth after a thousand-year absence, enabling the creators to chronicle the thunder god’s first meetings with friends and foes ranging from Jane Foster and Captain Britain to Hank Pym and Mr. Hyde.
Roger Langridge and Chris Samnee — the kind of creators beloved in the blogosphere and more than capable of creating the sort of readable, done-in-one, jump-right-in-here-folks comics that most people say we need.
But it didn’t work.
From Paul’s sales charts:
138. THOR: THE MIGHTY AVENGER
07/10 Mighty Avenger #1 – 20,076
07/10 Mighty Avenger #2 – 14,315 (-28.7%)
08/10 Mighty Avenger #3 – 12,112 (-15.4%)
Decent sales by the standards of Marvel’s all-ages books.
Evidently not decent enough.
So we have once more the giant disconnect between what people SAY they want to see, and what people are actually buying. Thor: The Mighty Avenger is such a fail of comics sales that even Marvel e-i-c Joe Quesada has to pass the buck:
“Sorry about the TMA cancellation, folks. For the record, I don’t make those decisions. That said, it’s a great [comic] and may be back again someday.”
Why? WHY did it have to die?
Basically, despite what every says they want over and over and over — CLEAN ACCESSIBLE COMICS STORYTELLING DOESN’T SELL. The book’s editor, Nate Cosby, weighs in on the state of selling comics:
This is the way it’s been; this is why the mainstream has been flooded by “important events” and why the events have become less memorable. Cuz when EVERYTHING’s important, nothing is (to crib from The Incredibles).
There’s enormous pressure on the creative teams, editors, and marketing departments to make every new story seem like a reinvention of the wheel. This can become… silly. It’s perfectly normal to have no fewer than 5 or 6 “events” launching the same month, all promising NEW DIRECTIONS, BOLD STORYTELLING, taking you PLACES YOU’D NEVER BEEN, showing THINGS YOU’VE NEVER SEEN!!!!
He sums it up up with one chilling formula:
Huge Event x Huge Marketing Push = Huge Sales
Huge Marketing Push / 30 Mini-Events = So-So Sales & Lack Of Event Individuality
That’s where we’ve gotten, folks. Battered into insensibility. Jaded, decadent unable to feel or laugh. Less Than Hulk Zero.
Who killed Thor: The Mighty Avenger?
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.