In a throwback to the gogo days of NüMarvel, Mark Millar is taking a page from the old Bill Jemas playbook, announcing that there will be NO second printings of The Magic Order #1.

The series, which is illustrated by Oliver Coipel, has its FOC (final order cut off) on Monday, so it’s time to give one last push on sales. It’s also the first “Netflix Comic” in Millar’s widely touted deal with the streaming giant, and ties in with a Netflix series that will launch eventually.
“FOC for #1 is this coming Monday and we hope you’re suitably prepared. We want to get back to that crazy, exciting time where a first printing really meant something too and create a real collectibility here with NO SECOND PRINTINGS,” said Millar in a letter to retailers. “We love the idea of making this genuinely sought after. So after inventory on the first and only print run is depleted, there will be no additional printings. That said, we’re very, very sure this is going to sell out, especially after you see the book and once you see the multimedia promotion that’s coming over the next three weeks.”

Back in the early Aughts, Marvel drew shaken fists and mutterings from retailers because of their “no second printings” decrees. It was effective though, and initial order were pumped up.
It’s quite a different industry these days, so with the series on Netflix still in the far future, it will be interesting to see how retailers respond to Millar’s warning.
As for the series: Harry Potter meets Kingsmen?
We live in a world where we’ve never seen a monster, and The Magic Order is the reason we sleep safely in our beds. Magic meets the mob in THE MAGIC ORDER, as five families of magicians—sworn to protect our world for generations—must battle an enemy who’s picking them off one by one. By day, they live among us as our neighbors, friends, and co-workers, but by night, they are the sorcerers, magicians, and wizards that protect us from the forces of darkness…unless the darkness gets them first. 

Issue #1 hits the stand on Wednesday, June 13th. The final order cutoff for comics retailers is Monday, May 21st.
And some variants for your pleasure:

 

magic_order_01.jpg

MAGIC ORDER #1 (OF 6) CVR A COIPEL – Diamond code APR180455

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MAGIC ORDER #1 (OF 6) CVR B B&W COIPEL – Diamond code APR180456

 

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MAGIC ORDER #1 (OF 6) CVR C HUGHES – Diamond code APR180457

 

 

MAGIC ORDER #1 (OF 6) CVR D BLANK VARIANT – Diamond code APR180458

 

 

4 COMMENTS

  1. Given that the book is Max discount and fully returnable to ALL retailers with zero hoops, I really thought the “threat” was pretty much Burying the Lede. Millar’s note never even mentions the discount/returns….

    -B

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