For anyone who is a reporter of true prowess and magnitude, the news of DC Comics answer to refreshen their stale 3 year old sub-brand of “New 52” with the effervescent “DC YOU,” might have slipped past all the real news in your inbox. It’s OK, this is all I have and I could merely raise the following vitriol. I know none of this really matters, since comics are only here to feed movies and this might as well be an org chart box naming exercise as much as a story firebrand, but again…this is all I am allowed to report on.
Actually, the New 52 sub-brand might still be in play. I am not an organizational dynamics expert so I can’t completely crack the lexicon of this new initiative.
What’s confusing is that not all books will be YOUthenized. Actually only 10 (right now) are being given a new YOU shampoo and restyle. However, a schedule of what looks like 52ish books makes me wonder if any of the outlier titles will remain in the New 52 brand. Again, I can tell this new You of kinda 52 is divided by story type, creator bucket and some other parsing to merely exacerbate the chief critique DC receives for being a splintered universe. Fix a problem by exacerbating it. No, that’s silly? Right?
What this New You? Young, dumb, and love to punch is the experimentation du jour from what I can glean from my press packet.
Those who know my desire to make the world rich while still being hippies…ish know that I don’t balk at dollar aspirations or corporations fervor to get at more money through marketing. I can however gladly balk at my own kin in marketing who have woefully misjudged the comic audience. A freshening up of the Universe you just launched, and implying all readers are reflected in the re-brand? You know most of your comic zealots are middle aged, right?
New 52, DC YOU, Morrison Magical Moo…call it what you want, none of it is an alluring or enticing factor to shift. I gave you a chance before DC, and New 52 ultimately meant nothing. It was so permeable, a movie strategy shift made to waft away after three years.
Three years. Think about the past permanence and ongoing commitment to serial storytelling we had prior:
1938-1961: The universe was like a metal sheet, but suffocating with too much reality of time passage to necessitate a schism of Earth 2
1961-1986: A warm, down blanket, keeping the universe contained and nicely percolating at a good timing temperature of pace for managed growth and serial gravitas.
1986 – 199ish: Here we debate the sort Zero Hour changes. I am pro so I add them. On the Rebootometer though it is a .5 of change.
1990’s- 2011: Another good stretch, but let’s be honest in saying permanence was gone. We received a few universes in this time that would quietly quit and then try to be a schizophrenic with a new direction and vaguely apologetic excuse for the shift.
2011 – 2015: New 52 says bonjour.
2015: New 52 bids adieu, but at least we now know it was just marketing spew.
Why do I keep collecting comics? I’m delusional and I believe my voice matters. The things I say appearing on page and in media months later is probably just zeitgeist, but since I can’t be sure I choose persevere versus demise. I helped make comics what I want, but I realize now they need help with ones controlling the budget dollars. It’s scary in the big machine of business, but it is traversable and can be reasoned with if you speak the right language.
New 52 was a bad idea, bred of desire to keep some tether to comic commitment in the face of a brand brigade wanting to take over. We all get that now. I learned, but I don’t think the people steering the ship have. DC YOU JUST COMPLICATED AND FRACTURED THE LANDSCAPE MORE. YOUR COMPETITION IS DOUBLING DOWN ON SOLIDARITY OF STORY.
I don’t recommend attacking competition directly, but I also don’t ever turn down proven success either.
Let’s try a new scheme and phrasing mantra, a less schizo model of representing the rise of heroes. Also, it rhymes so it must be good. Ready.
JUST BE, DC