We all know Marvel is on the move but they are also making moves….which are being received in a positive fashion by retailers and soon, one hopes, by readers.
Marvel has been shaking this up in 2026, including very publicly installing a new executive suite, but changes to the sales and marketing team since the departure of 20-year veteran David Gabriel haven’t been as public facing. But they are being made, starting with the Marvel Midnight release. What sounded like just an all new, all different mini-event when it was announced has now become a major initiative to show that this isn’t your 00s Marvel after all.
The three title line, which reimagines major characters in a more horrific setting, will release all three first issues on the same day – and without any other Marvel titles to distract readers. They will also feature a more concise and open to order variant cover program.
But there’s been more behind the scene outreach to retailers, as David Harper reports at SKTCHD (sub required) – and retailers like what they’re seeing:
The most inspiring changes, though, relate to how the publisher is handling its business with retailers. While that side might not be as showy as the creative one, it can move the needle for a publisher to an even greater degree. Some of its moves are obvious, of course, like the ordering incentives Marvel is offering for Midnight. The way the direct market works is retailers order comics at a discount off cover price. Midnight’s ordering incentives add on top of that, and it means that the more a shop orders, the greater the bonus discount they get is. It maxing out at an additional 10% off if a shop orders 100 copies or more of a Midnight release’s A cover, which is quite the carrot.
Offering that on any title, let alone big ones like these, could make a massive difference. It’s also a huge shift for Marvel. Per Patrick Brower of Chicago’s Challengers Comics + Conversation, “it’s been forever since they offered us any ordering incentives at all.” While both Brower and Trites admitted it’s still imperfect, especially because DC’s incentives on first issue bundles dwarf Marvel’s Midnight ones, it’s still a positive step — and one that will undoubtedly bolster orders.
While Harper’s article is paywalled as always, give it a read: it has many more reactions and details that suggest that the Midnight line is being given the promotional effort that other publishers have been having great success with over the last year or so – the Energon/Absolute Era, as we might call it.
Harper also pointed out another change that Marvel recently made: making its “compact” line actually compact. This news was announced on Instagram, a sign that it was outreach to modern comics readers, with compact editions of the most recent Ultimate titles:
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Get ready to experience the entire first year of ‘Ultimate Spider-Man’, ‘Ultimates’, ‘Ultimate Black Panther’, and ‘Ultimate X-Men’ from Marvel’s critically acclaimed Ultimate Universe in new ultra-accessible compact comic editions.
Releasing in April and June 2027, these special value-priced collections make it easier than ever before for new and returning readers to jump into Marvel’s fan-favorite Ultimate Universe from the beginning.
️ ‘Ultimate Spider-Man: Fix the World Year One’ by Jonathan Hickman and Marco Checchetto
Available 04/14/27
Collects ‘Ultimate Spider-Man (2024)’ #1-12⬆️ ‘Ultimates: Fix the World Year One’ by Deniz Camp and Juan Frigeri
Available 04/14/27
Collects ‘Ultimates’ (2024) #1-12, ‘Free Comic Book Day 2024: Spider-Man/Ultimate Universe #1’ (Ultimates story)❌ ‘Ultimate X-Men: Fix the World Year One’ by Peach Momoko
Available 06/09/27
Collects ‘Ultimate X-Men (2024) #1-12’, ‘Ultimate Universe (2023)’ #1 (X-Men teaser)‘Ultimate Black Panther: Fix the World Year One’ by Bryan Hill and Stefano Caselli
Available 06/23/27
Collects ‘Ultimate Black Panther (2024)’ #1-12
This is of note in several ways. DC released the very first Compact editions back in 2023, with the line debuting in 2024 – slightly shrunk down (8.5″ x 5.5″) editions of DC classic titles that could be tossed in a bag or sold at mass market outlets at a lovable $9.99 price point.
DC’s compact line was an immediate smash hit, with everything in the first wave going back to press. And other publishers immediately jumped on the trend, putting out their backlist perennials in the same format.
Marvel announced their own version, with great fanfare, at NYCC 2024, calling it Marvel Premier Editions. But instead of going with the size everyone was copying, they made theirs bigger (6″x9″) and more expensive ($14.99).
For some reason, the Premier line never quite landed with the same impact. While the extra 1/2 inch trim size might not have been a deterrent, the extra $5 surely was. Although the Premier line was printed with a bit higher quality than the compact editions, a more elevated version wasn’t really needed in what was meant to be a CHEAP, introductory line.
The compact editions are meant to be the gateway. Once you’re hooked you have your choice of formats and superdeluxe editions, ranging in price from $16.99 to $150, but “compact” means just jump right in for the price of a boba tea.
Marvel’s Insta announcements didn’t come out an say these will be $9.99, but it was confirmed in other marketing materials announcing more Spider-verse compact editions:
The failure of the Premier line encapsulates everything that made Marvel’s sales stagnate: they had to do it in a special “Marvel” way, without really investigating what would be successful.
Granted when you’ve been the #1 publisher for 20 years straight, the temptation to think everything you do is stupendous is hard to resist. But that story has been told time after time in tales about once great brands that foundered.
As I’ve mentioned here many times, Marvel’s malaise is one that can be solved – everyone loves these characters, and even rival publishers want Marvel to be a strong brand. What is more curious (to me anyway) about these new initiatives is that no one seems to know who is running Marvel’s sales department since Gabriel left. Clearly it’s somebody (or several somebodies) who has some good ideas, so whoever you are, take a bow.
Of course what’s on the page is also crucial – and as Marvel Midnight showrunner Jonathan Hickman told me at San Diego, they are pretty excited about that and have the full backing of Marvel editorial.
October 7th will be an interesting day, indeed.
