Alien Books

Geek Punditry #176: We Know What We Want

blakemp Geek Punditry , , , , , , ,

Valiant Comics is in trouble, but what else is new?

Here’s a highly-abbreviated history lesson. When it was founded in the early 90s, Valiant Comics was one of the hottest publishers in the business. Jim Shooter, former Editor-in-Chief at Marvel Comics, launched a whole new universe with some of the best writers out there, creating new characters and new stories, built on a foundation that started by resurrecting a couple of forgotten Gold Key classics, and eventually it became one of the major innovators in the comic book field. But after the first few golden years, Valiant’s history has been chaotic. Shooter was fired from the company he founded, and a disastrous crossover with Image Comics nearly destroyed Valiant entirely. (The disaster part, ironically, was mostly the fault of certain Image creators, but it was Valiant that got crushed by it.) 

Pictured: Consistency and Stablity

The publisher was sold to video game maker Acclaim which proved that, when it came to knowing how to publish comic books, Acclaim was a hell of a video game company. After struggling for a few years to keep it running, Acclaim rebooted the Valiant Universe for no apparent reason, then let it die on the vine, save for a few tie-in comics to different video games they were releasing. There was an effort to bring it back with a new Unity miniseries that would merge the original Valiant Universe with the old, but only two issues of the six-issue story were ever published. 

There were several attempts over the years at resurrecting the once fan-favorite characters, including a bitter court battle over the copyrights and trademarks, but eventually a new Valiant rose from the ashes in 2012. New Valiant – which once again rebooted the universe, but did a better job of it this time – started off strong, putting out a lot of acclaimed comics that set a few records. But behind the scenes, things were still chaotic. They were sold to DMG Entertainment in 2018 and, again, the company began to flounder. Books went unfinished and publishing was sporadic, and it seemed like it was going to once again die off. In 2023, they licensed the characters to another publisher, Alien Books. Alien brought back the Valiant characters with a “Resurgence” series, which turned out to be an ironic title as, rather than “resurging” the characters we loved, they ONCE AGAIN rebooted them into yet another new universe, this one called “Valiant Beyond.”

And then THIS shit happened.

And barely a year into “Valiant Beyond,” the universe is still in a shambles. Several of the books (lookin’ at YOU, All-New Harbinger) seem to bear no resemblance to any of the versions of the past beyond the name. And even the ones that have potential are being released as a series of three-issue miniseries rather than an ongoing comic book, which only serves to increase the feeling that this whole thing is transient and temporary and may vanish at any second, like so many Valiant universes before.

Things were made even worse last week when Valiant (the original company, NOT Alien Books, it should be stressed) released a series of teasers featuring their characters. The thing is, these teasers were – this is a publishing term, so forgive me for using technical jargon – awful. Boring, bland pictures of the heroes from behind, staring at a dull, generic apocalyptic hellscape in front of them. A lot of fans immediately said they thought the images were AI-generated, and to date I haven’t seen any attempt by Valiant to refute that. The truth is it’s becoming difficult to distinguish something that’s AI from something that’s simply boring, soulless pablum, but their silence is pretty damning. It also doesn’t help that “boring image of the character from behind” is as standard an AI trope as “six fingers and piss-yellow shading.” Several fans even said that if it IS AI, they would never buy a Valiant Comic again. This, of course, is an overreaction. The appropriate response, if the images are confirmed to be AI, is to never buy Valiant again until the people responsible are fired, vilified in the public square, put into the stocks, and pelted with rotten tomatoes. Once they’re gone, it’s fine.

But back to the boring-ass teasers. The last of them ended with a shot of five characters together with text reading, “Join Them: Sign up for what’s coming next.” Then, at the bottom, “Hint: It’s not a comic book.”

Oh. Oh dear.

Valiant. Didn’t anybody tell you? All we actually WANT is a comic book. All we want is a good, consistent comic book series with the characters that we’ve loved and cared about in their various forms for over three decades now. That’s what we want. Just a solid comic book series.

That’s.

It.

Not…whatever this is.

Several times over the years, I’ve heard different comic book editors argue that the readers don’t actually know what they want, they only THINK they know what they want, but if it’s given to them, they’re unsatisfied. This is usually an excuse given by an editor of a book that’s suffering from heavy backlash because of an unpopular storyline, so it comes across as a half-assed attempt at a saving throw, but there IS at least a BIT of truth to it. It doesn’t really matter what any storyteller does, there will always be a faction of the audience left unhappy, and that faction is the type that tends to walk around with megaphones. But the thing is, that adage is only true when it comes to CONTENT, not to FORM. 

For example, let’s think about Spider-Man. Ever since the godawful “One More Day” storyline wiped out Peter Parker and Mary Jane’s marriage, a lot of fans have wanted to see them get back together. Marvel has teased it occasionally over the years, even had them date at points, but then always pulls them back apart because somebody in that office seems to think that if they allow Peter Parker to be happy for twelve consecutive seconds the ghost of Stan Lee is going to set their Disney stock on fire. Personally, I prefer Peter and Mary Jane together. Those are the stories I want to see. And I know that a large portion of the audience is on my side on this one. 

“Put a stop to this! If Goofy can’t be happily married anymore, NOBODY can!” –Mickey Mouse

But this is a question of story CONTENT. An editor might think that fans don’t “really” want Pete and MJ together, and they may be wrong and they may be right and they’re probably wrong. I’m not arrogant enough to try to speak for ALL fans. But saying people want Peter and Mary Jane together is a LOT different than saying that fans of Valiant Comics want to actually read monthly Valiant Comics, and THAT’S what just isn’t really happening.

And that’s the most baffling thing to me. If you go to McDonald’s and order a Quarter Pounder, but instead they give you a Filet-o-Fish, that’s the fault of the restaurant. If they tell you that they’re not making hamburgers anymore and they’re switching to an all-fish menu, you’re going to go eat at Burger King. And if they try to sneer at you and blame it on you not really knowing what you want, they’re going to sneer their way right out of business. 

That’s kind of what’s happening at Valiant right now. They’re so desperate to do something to get attention that they’re alienating the people who brought them there in the first place. (No pun intend–no, you know what? Pun intended. I’m gonna own this one.)

Because almost a dozen people on Tumblr demanded it!

Not that they’re alone in this. Paramount has a similar problem with Star Trek right now. After the well-received third season of Star Trek: Picard, there was a groundswell for a proposed series set on the new Enterprise, called Star Trek: Legacy by showrunner Terry Matalas. But Paramount danced around it, cancelled all of the other Trek series one at a time, and then gave us…a Starfleet Academy series that nobody was asking for. A series set in the distant future of Star Trek: Discovery, an era that a lot of fans just never found appealing. A series full of characters we didn’t know (and a couple we did, off to the side) in a time period we didn’t care about. Now to be fair, I haven’t watched Starfleet Academy yet, so I have no opinion to express about the quality of the show itself. But it would be ridiculously disingenuous to look at how that series was presented to a fan base that keeps telling Paramount that they want another damn series set on the Enterprise, ANY Enterprise (there’s a reason we liked Strange New Worlds so much) and then act surprised that the streaming numbers were historically dismal, leading to the show being cancelled before the second season (which had already been ordered) even started production.

Is it possible, if Star Trek: Legacy had gone forward, that fans would have turned against it? Sure. There are people on the internet who like nothing better than to turn against the things that they used to love. But by going so far against what the fan base is asking for, ANY new Trek series would have started at a disadvantage when it comes to finding an audience.

One more example, this one from the chuckleheads at Warner Bros (who are soon going to be one and the same as the chuckleheads at Paramount). Earlier this month, Warner Bros co-CEO Pam Abdy announced that they are committed – their word, not mine – to bringing the Looney Tunes back to movie theaters. That might sound pretty surprising to anybody who’s been paying attention, as there have been two recent efforts to do just that, but Warner Bros tried to strangle them both. The Day the Earth Blew Up: A Looney Tunes Movie and Coyote Vs. Acme were both produced and ready to go, then WB decided to shelve them. They finally relented and allowed them to be released…via a deal with Ketchup Entertainment. Ketchup are the heroes here, of course, but Warner’s behavior is frustrating, with the announcement by Abdy being absolutely baffling. 

Wile E. Coyote has the same expression as a teacher does on the third week of state testing.

Especially since – once again – the question of what the audience actually wants is so FREAKING simple. Look, I very much enjoyed The Day the Earth Blew Up, and I’m looking forward to finally getting to see Coyote Vs. Acme, but those are kind of extras. They’re bonuses. They’re not where the Looney Tunes are at their best. No, I want to see Bugs and Daffy and Tweety and Michigan J. Frog in shorts, because that is where they are unsurpassed in the history of animation. 

If you want to get the Looney Tunes back in theaters, make new shorts and put them out there. Pair them with your kids’ movies, with your comedies, with your superhero movies. I already can’t wait to see Supergirl on the big screen next month. It would be even BETTER if, before the movie started, we saw that Looney Tunes logo bubble up only to make way for seven fresh minutes of Bugs Bunny making Elmer Fudd’s life a living hell. They had a well-received run of cartoons on HBO Max not long ago with Looney Tunes Cartoons, but like seemingly everything else in Warner Bros’ catalogue, they didn’t know what the hell to DO with them, and they cancelled the show instead of exposing it to a wider audience.

Just take THAT and put it THERE! Geez, do I have to think of EVERYTHING, Warner Bros?

It’s FUN to see shorts in a theater. On New Year’s Day this year, my wife and I decided to treat our son to a movie, and he picked The SpongeBob Movie: Search For Square Pants. It was a fun movie. I enjoyed it. But I enjoyed it at LEAST 50 percent more because the movie was preceded by a totally unexpected short cartoon, Teenage Mutant Ninja Turtles: Chrome Alone 2- Lost in New Jersey. I had no idea that they’d made a Christmas cartoon set in the continuity of the recent Mutant Mayhem film, whose spin-off TV series had become one of Eddie’s favorites. It was a GREAT cartoon (and I’m not just saying that because the underlying message of the short was that generative AI sucks) that made me so, so happy to see it on a big screen.

All of these companies are sitting on great properties with amazing potential. But they keep trying to chase something new instead of actually looking back at what has worked in the past. I’m not anti-innovation. Culture grows and changes, and that’s as it should be. But when fans keep pleading with you to make more of what they actually like, and instead, you do anything you possibly can to AVOID it, you don’t get to act surprised if the things you’re trying don’t land with an audience. 

Blake M. Petit is a writer, teacher, and dad from Ama, Louisiana. His most recent writing project is the superhero adventure series Other People’s Heroes: Little Stars, volume one of which is now available on Amazon. He’s also started putting his LitReel videos on TikTok. While we’re at it, when the hell is Disney going to green light a new season of The Muppet Show? 

Geek Punditry #138: Riverdale in Crisis

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It’s a dark time for America’s Favorite Teenager. After 50 years of continuous publication, Archie Comics has ended its traditional digest comics program. Once a mainstay of supermarket and drugstore magazine racks, these little pocket-sized volumes were long considered the best value in comics, giving you hundreds of pages of Archie stories – usually a mixture of new stories and reprints – for a bargain price. Even when the price rose to $9.99 a few years ago, ten bucks for nearly 200 pages is a great deal compared to most other comics, which tend to run $3.99 or $4.99 for a page count that usually ends in the twenties. What’s worse is what the Archie digests have been replaced with: a new series of “seasonal” digests, beginning with a Halloween special, that are slightly taller than the previous digests and have half the pages, but maintain the $9.99 price point.

Surprisingly, this week’s column is not actually about Halloween.

Going from 196 pages down to 96 for the same price? It’s still more story than most comics, I grant you that, but it’s also a bit of a slap in the face to the readers.

I grew up reading Archie Comics. I loved the exploits of Archie and Jughead, I reviled the loathsome Reggie Mantle, I could not fathom why Archie wasted so much time on Veronica when Betty was clearly the better choice. And I was joining a long string of readers that went back to the 1940s, filling in all the eras in-between. My mom was never interested when I was reading X-Men or ShadowHawk, but she was an Archie reader from way back, and we even talked about them together sometimes. My sister only ever read two categories of comic books: Archie and Star Trek. This was a company with generations of fans and without the stigma of being “just for boys” that the superhero world often faced..

But that’s the problem, isn’t it? “Was.” There aren’t enough fans anymore. There was a time not too long ago when Archie Comics were the best-selling comics in America. The official sales numbers rarely reflected this, of course, as the comic book best-seller charts were based solely on the sales of Diamond Distribution to comic book stores and didn’t factor in sales in other markets, which is where Archie did the bulk of their business. But those newsstand sales have fallen precipitously, and the bankruptcy of Diamond itself has caused an upheaval in the comic book world that has many publishers flailing in an effort to figure out what to do next.

Archie has bigger problems than even that, though. With the exception of the digests, Archie hasn’t published monthly comics in several years, and their output of new stories has been reduced to a trickle. Most Archie comics these days come in one of three categories:

One-shot comics built around a theme (like sports or video games) or holidays (like Halloween and Christmas). These comics usually have one new story and several reprints. The biggest problem here is that the new stories are frequently a mere FIVE pages, hardly worth the asking price. What’s more, Archie has fallen into the speculator trap in two ways. First, they load these books up with an obscene number of variant covers. I’m not a huge fan of variants in general, but I particularly dislike them in comics that should theoretically be aimed at kids, because a kid might not realize they’re buying the same comic over and over again. The other issue is that Archie often touts these one-shots as being the “first appearance” of a new character – a relative of one of the existing characters, a new kid in school, two weird little apparitions that function as Halloween sprites, and so forth. The conventional wisdom here is that speculators will snap up “first appearances” in the hopes that the new character will take off, making their first appearance valuable on the secondary market. But with no new comics being published in which these new characters are allowed to grow and star in stories and build a fan base, who the hell is ever going to care where their first appearance was? 

“Introducing DAISY THUNDER! Wow, buy TWELVE copies!”

The second kind of book Archie is publishing is the (very) occasional “special” issue, such as the recent Archie Meets Jay and Silent Bob one-shot or last year’s Archie: The Decision. The former has the wholesome Riverdale gang meet the foul-mouthed denizens of Kevin Smith’s View Askew films, and in fact, the book was written by Smith himself. The clash of worlds is an amusing idea, but it’s something that primarily only appeals to existing fans of Kevin Smith, which is to say, people around my age. This isn’t a book you can – or should – give to your kids to get them into Archie. The Decision, meanwhile, was a special written by comic book superstar Tom King (he wrote the graphic novel that they’re making into a Supergirl movie right now, as a point of interest), and was advertised as being the story in which Archie FINALLY, after all these decades, would decide which girl he wanted to be with: Betty or Veronica. Spoiler alert: he didn’t decide.

This was the biggest tease since that Craig Ferguson movie.

The last category of Archie comics is the facsimile editions, something that lots of other publishers have been doing. These reprint classic comics, complete with the original cover, letter columns, ads, and everything else. It’s a cute idea, and I really have no issue with Archie indulging in this, except for the problem I have with EVERYBODY’s facsimile editions: variant covers. What’s the point of a facsimile with a different cover than the original? It’s no longer a facsimile, is it? (That’s a facetious question, of course. All variants are done for the same reason: to get people to buy multiple copies, a short-term boost, rather than the healthier strategy trying to get more PEOPLE to buy at least ONE copy.) 

There are the occasional others – maybe one or two miniseries a year that come, go, and are quickly forgotten. But with this meager output, it’s no wonder that Archie’s fanbase has collapsed. There are a lot of people reading this right now who are probably surprised to find out that Archie is still in business AT ALL. As kids’ attentions have shifted from written material like comics to electronic entertainment like video games and YouTube, the original pool of fans that Archie was created for has evaporated. Pre-existing, older fans drift away because it’s just “kid stuff.” And nobody is filling the void.

Not to say Archie hasn’t had chances, but they’ve squandered them. In 2013, for example, they had a hit comic with Afterlife With Archie, a straight-up horror series featuring more “mature” versions of their classic characters in the midst of a zombie apocalypse. The book was huge and it spawned a whole line of Archie Horror, with other titles starring Jughead as a werewolf, Veronica as a vampire, and Sabrina the not-so-kid-friendly Teenage Witch. But the book that launched the line, Afterlife, frittered away, putting out only 10 issues over the next three years and then vanishing when the writer, Roberto Aguirre-Sacasa, moved his career focus from comics to writing for television. The series was left unfinished, and it’s hard to even recommend it to new readers, knowing that the story has no conclusion.

“This is great! Where’s the rest of it?”
“Remember when you told me to watch Firefly? Well now we’re even.”

Ironically, Aguirre-Sacasa’s TV career involved another missed opportunity for Archie, developing the TV show Riverdale. This was a much more adult soap opera type of story starring the Archie characters, and although I was never a fan, I could appreciate just how big of a hit it was. I routinely had students in my classroom during the years that the show was on the air who discussed Archie, Betty, and Veronica the same way they did the likes of any other popular series. But if they were even aware of these characters’ comic book heritage, they didn’t care. Once, when I bought one of those aforementioned digests while grocery shopping, the cashier saw an ad for Riverdale on the back cover and started talking about how much he loved the show, going on about which characters he hated and which ones he shipped. But when he flipped the book over and saw the more traditional Archie characters on the front cover, he may as well have been staring into outer space. As popular as the show was, Archie Comics did nothing to capitalize on that while it was on the air, and now the opportunity has passed.

The point of all this is that Archie is in serious trouble. Trouble that I don’t even know if they can get out of, at least not alone. But I do have a few ideas. Could any of them work? I really don’t know, I’m not a businessman or an expert on markets or anything like that. But I’ll tell you this much: they’re at least better than doing NOTHING.

The first thing Archie needs to do is rededicate itself to actually putting out new material. And I don’t mean the occasional one-shot, they need to get into the monthly comic book game again. I would start small, giving the line four comics a month: the stalwarts Archie, Jughead, and Betty and Veronica, with the fourth spot being left open for themed one-shots, holiday specials, crossovers and the like. But these should most definitely NOT be the reprint-fests that we’ve gotten the last few years. Reprints are okay, especially for a property like Archie where the classic stories are somewhat evergreen and can both entertain (potential) new readers and charm the older readers who enjoy seeing them again. But they should NEVER be the primary focus of a four dollar comic book. New material should make up at MINIMUM half of each issue, preferably more. 

As far as the stories themselves, I think Archie should split the difference between the old-school comedic quickies and the soap opera. Keep the comics fun and lighthearted, but allow for ongoing storylines and character growth as well. Make the stories a little more sophisticated, and you’ll hold on to readers longer. You can still do one-off gag comics as backups if you really need to scratch that itch. 

Second, I think Archie needs a partner. Over the last several years Valiant Comics went through similar problems as Archie is having, with mismanagement and poor decisions killing their brand. Valiant is in something of a rebuilding stage, which they accomplished by partnering with another publisher, Alien Books. Although still two different companies, Valiant publishes through Alien and the Alien logo appears with the Valiant logo on their covers. Valiant handles the production; Alien handles the publishing. So far it seems to be working fairly well. If Archie is struggling on this end, then a similar arrangement with another publisher might be beneficial for them.

See? They had a resurgence and everything.

The Diamond bankruptcy hit everybody as well, making it harder to get comics on the racks, and those companies that had not done so already started to sign contracts with other publishers and distributors to get their books out again. Once again, Alien and Valiant found a lifeline by turning to another publisher, this time IDW, to utilize their distribution system. Now the Alien and Valiant comics appear in the IDW catalogue that comes out in comic shops every month. Partnering with a larger publisher, once more, would help Archie solve this distribution problem.

But what if the problems are deeper than that? Having never been around the Archie offices, I don’t really know what caused the domino chain that led to their current situation, and it’s possible that there needs to be a complete overhaul. So if things are THAT bad, here’s the nuclear option:

Sell Archie Comics to another publisher.

I know, that sounds huge, and it would be a last resort. But if it’s the only way for the characters to survive, I would find that preferable than letting them die. 

Way back in the days of the late, lamented Comixtreme website, I once wrote a column pondering – just in a “what if?” fashion – what would happen if Archie was purchased by DC Comics. Now I’m coming at this from the perspective that it may be exactly what Archie NEEDS. Why DC specifically? Well, DC has a long history of buying up characters from other publishers, and while the popularity of them may wax and wane, the characters from the former Fawcett Comics (such as the Shazam! family), Charlton Comics (Peacemaker, the Blue Beetle, the Question), Quality Comics (Plastic Man, Uncle Sam, the Freedom Fighters) and Wildstorm Comics (WildC.A.T.S., the Authority) all still show up on a fairly regular basis. They haven’t been utterly forgotten like SOME universes I could mention after they were purchased by OTHER publishers I could also mention, and here I would like you to imagine the sound of me coughing whilst squeezing in the words “Ultraverse” and “Marvel” into my hacking fit. 

Why yes, I am too cheap to pay to remove the imgflip watermark, thanks for noticing.

Archie could also fill in a void in DC’s line. They’ve got a robust program of graphic novels for younger readers, which is awesome, but their regular comic books for kids have somewhat dried up. Last year they quietly cancelled their long-running Looney Tunes and Scooby-Doo comics, leaving only Teen Titans Go as a regular DC comic for kids. Archie could fill in there. Furthermore, DC’s multiverse is pretty healthy these days and could easily find room for all the different flavors of Archie. The “Classic” comics could be on one Earth, the more soap opera-y comics from the last decade or so could be another, the horror comics could fill a few more. Heck, they could even print Archie Horror under the Black Label umbrella.

Then there are the Archie superhero comics to consider, the Red Circle heroes. Archie has had superheroes for as long as anybody else, with characters like the Comet, the Fly, and the Black Hood. Hell, Archie even beat Marvel to the punch with the first patriotic superhero, the Shield. Those characters eventually faded after World War II like most other superheroes, but Archie has made many attempts to bring them back over the years, and some of them have been really good.

What’s more, DC has partnered with Archie TWICE in the past to revive the Red Circle heroes, with the Impact Comics universe in the 1990s, then by briefly incorporating them into the DC Universe itself in the late 00s. We could include those worlds as well: the “original” Red Circlers could have their own Earth, the Impact versions could have another, and new, updated versions could be introduced into the DCU. 

You got YOUR Multiverse, we got OURS.

Of course, not being a businessman (you can tell from all the business I fail to do), I haven’t got the foggiest notion how much money it would cost to purchase Archie Comics outright. I do know, however, that DC’s parent company Warner Bros. is in something of a chaotic state itself at the moment, so that’s probably not something that would be particularly high on their agenda. If a purchase is out of the cards, then perhaps a long-term licensing agreement like DC has with Milestone Media could accomplish the same purpose. 

And DC isn’t the only game in town (although I think it would probably be BEST for Archie, should it come to that). There are other publishers with whom they could work out similar arrangements. But it’s at a point where Archie fans are grasping at straws, hoping for anything to keep the characters alive. Something has to be done, and quickly, or Riverdale High School may finally close its doors for good.

And seriously, where is Mr. Weatherbee going to find a new job at his age?

ADDENDUM: After I finished writing this column but before I posted it, Archie Comics happened to make a fairly big announcement: the aforementioned Tom King is apparently working on a new Archie feature film with Universal Studios. This is good news, and I sincerely hope that the movie is a hit, but I don’t think it’ll alleviate any of the problems I’ve been talking about. Getting people to follow the characters to the comic books is the goal here, and historically, very few movies have actually done that. Then again, who knows? Maybe Mr. King’s Archie movie will be the exception. 

Blake M. Petit is a writer, teacher, and dad from Ama, Louisiana. His most recent writing project is the superhero adventure series Other People’s Heroes: Little Stars, volume one of which is now available on Amazon. You can subscribe to his newsletter by clicking right here. He’s also started putting his LitReel videos on TikTok. He’s still holding out hope for the Jughead Vs. Joey Chestnut one-shot.