As you may have heard me mention once or twice, last weekend was the annual Nerd Bacchanalia known as Free Comic Book Day, one of my favorite days of the entire calendar year. And on this day, as they always do, my friends at BSI Comics were kind enough to allow me to set up a table and sell a few copies of my new book (which you should have ordered by now). From the vantage point of my table, I was facing a wall that displayed several back issues from those halcyon days of the 1990s, which were among the most formative years of my comic book consuming lifetime. The wall was adorned with lots of those flashy “Enhanced” covers that were so popular at the time – holofoil covers, embossed covers, chromium covers, glow-in-the-dark covers…you name a goofy gimmick, comic book publishers from the 1990s slapped it on the cover of a book. And as I spent hours there looking at those books, an odd realization slowly came over me.
I kinda miss those days.
It’s weird. During that time gimmick covers became a glut. They seemed to be coming at an ever-faster pace with ever-weirder gimmicks, and at the time I remember getting sick and tired of them. These days, however, they have become scarce. They’re not extinct, but you don’t see them nearly as much. Instead, modern publishers have decided to go with the business model of publishing 37 different variant covers for every issue. Some of them still slip in an enhanced cover in the mix, usually holofoil or “metallic” covers (for instance, DC recently did a run of metallic covers for various books with artwork featuring only the character’s symbol on a solid background). But they are not the exception, not the rule.
I’m not going to try to get into a comprehensive history of the gimmick cover, but I’m going to tell you a little bit about my personal experiences with them. The first cover enhancement I remember seeing was back in 1991 when DC Comics released their second Robin miniseries, Robin II: The Joker’s Wild, each issue of which had covers with holographic images. Holograms themselves weren’t anything new, of course – I even remember making them in my high school chemistry class – but this was the first time I saw one on the cover of a comic book. It was cool! It was new! It was fun! And it was – if I recall – only fifty cents more than the regular cover! SWEET!
Not to be outdone, the next year Marvel gave each of the four Spider-Man titles at the time a cover with a hologram to celebrate Spider-Man’s 30th anniversary. (If you, too, remember when these comics were published, don’t do the math. It’ll make you realize that Spider-Man is now in his 60s and make us all feel like that scene at the end of Saving Private Ryan.) The holograms were more elaborate than DC’s, and each issue was a giant-sized extravaganza back in the days when such a thing actually meant something, so while they were more expensive than the issues of Robin, they were inarguably awesome.
Not long after that, there was another set of four Spider-Man covers with “holofoil” enhancements – the background of the artwork was metallic and shiny and you know how much we like shiny objects, so those were also a huge hit. And thus the floodgates were opened. Actual holograms became less common (as, if I remember from my chemistry class, they were more complicated to produce), but holofoil became a popular choice. Then other enhancements started to arrive. Die-cut covers, which had long been a popular choice in the paperback book market, started to show up. It made sense, too – have Wolverine’s claws slash through the cover of the comic book and you’ve got an obvious thematic connection. Similarly, embossed covers with artwork raised and stamped into the cardstock in a 3-D fashion made the transition from horror and sci-fi novels to comic books. Glow-in-the-dark, another mainstay of other marketing strategies, became used both for spooky books like DC’s The Spectre and goofy books like the Bongo Comics Simpsons spin-off Radioactive Man.
Valiant Comics launched Bloodshot with what I believe was the first “Chromium” cover: artwork printed on a metallic backing with some sort of plastic covering. The first two books with this process had a chromium panel embedded in cardstock, then DC upped the ante with a full chromium front cover on Superman #82 (the book that concluded the Death and Return of Superman cycle). Eventually, somebody realized that it was easier to do an entire chromium cover – front and back- – instead of just parts of one, and most chromium covers after that became full wraparound covers, with art that extended from the front to the back in one large image that was no doubt easier to produce than a chromium front and a traditional back which then somehow had to be affixed.
There were a couple of really weird enhancements, too. DC’s 1992 crossover event Eclipso: The Darkness Within focused on a demonic villain that possesses people infected by a magical black diamond. To kick things off, DC published a special with a cover featuring Eclipso holding up the diamond – which was an actual plastic diamond glued to the cover. Kind of cool, until the time comes to put the comic book in a bag and store it without splitting the mylar or putting divots in the back of whatever book it’s stored next to.
My personal favorite from this era, in terms of sheer weirdness, comes from Malibu Comics. Malibu was a hot publisher at the time, and their comic Protectors kicked off a new shared universe with revamps of several Golden Age characters that had fallen into the public domain. In the fifth issue of that series, the character Night Mask was killed in an effort to show early on that being a superhero would be a dangerous path and that the untrained or inexperienced would be in grave danger. Malibu chose to communicate this message with cover art that featured a bullet hole in the character’s chest that was punched through not only the cover, but the entire comic book. I’ve often wondered if this was a last minute decision, as the hole punched straight through the art on every page, in some cases even taking out a small piece of a word balloon and making you try to guess what the dialogue was supposed to be. It’s such a weird little thing, though, that even people who barely remember that the Protectors ever existed will likely remember the comic with the hole through it. (A few years later Malibu would launch their Ultraverse line, overshadowing the Protectors universe. The publisher was later purchased by Marvel, and all of their properties would fade into obscurity except for a little IP called Men in Black.)
As tends to happen, of course, good things went too far. Whereas these sort of enhanced covers started off being used for special events – first issues, anniversaries, major storylines and so forth – they quickly became overused. Instead of a holofoil cover for a 100th issue, we were getting foil covers because it was Wednesday. An issue of Fantastic Four in which the Human Torch lost control of his flame was printed with an entirely white cover, the artwork embossed into the cardstock and almost impossible to see. They’d repeat this trick with metallic Avengers covers and, of course, other publishers would soon follow suit.
With this oversaturation, fans eventually got turned off and stopped buying them, which no doubt at least partially contributed to the late 90s collapse of the comic book speculator market, and the flow of gimmicks was reduced to a trickle. Instead, as I said before, the focus for most publishers has shifted to producing variants – the same book with lots of different covers. And these have gotten ridiculous as well: while some variants have completely different artwork, others just change the color or remove the logo and trade dress or print the uncolored artwork as a “sketch” variant. For a relaunch of Justice League of America, DC put out over fifty covers with the same artwork featuring the team raising the American flag in an Iwo Jima-like pose. For the variants, they switched out the US flag to that of each individual state and, I think, a few territories. Easiest way to sell one guy fifty copies of the same book EVER. Marvel did something similar with a series called U.S. Avengers, putting out a different cover for each state with a different Avenger, proclaiming them the official Avenger of that state. (Some of these made perfect sense: as Monica Rambeau is the only Avenger FROM Louisiana, she is the natural choice to be the Avenger OF Louisiana. But I’m still waiting for someone to tell me why She-Hulk is the official Avenger of Idaho, with an explanation other than “Well, SOMEBODY’S gotta be.”)
Whatever the case, the result with the variant wave is the same: they’re counting on completists to buy every cover variant of the book they can get their hands on. Which I suppose helps them sell comics, but it also burns out regular readers and does absolutely NOTHING to attract a NEW readership, which is where American comics are having such a difficult time right now. I’m sure it costs less to print a traditional cover than one with a hologram on it, but I’m really not a fan of the business model that says “convince one customer to buy the same book two dozen times” instead of the business model that says “make a comic book good enough that two dozen people will want to buy it instead of one.”
These days you still see holofoil and metallic covers, usually when a smaller publisher does a run with 75 different variants and then doubles it by making holofoil versions of each. Marvel and DC have also each done runs of lenticular covers (an image where the artwork changes if you tilt the page or look at it from a different angle) in the last decade or so. But there hasn’t been much else. When Superman married Lois Lane in 1996, there was a special edition cover embossed and designed to resemble a wedding invitation. When the Thing from the Fantastic Four finally married his longtime girlfriend Alicia Masters in 2019, we got a bunch of covers showing the couple from every conceivable angle, but not the slightest hint of foil, nothing that glowed in the dark, and certainly nothing that could be scratched and, subsequently, sniffed.
I know that if the enhancements came back they would quickly become overdone all over again. I know that after three months of Green Lantern covers where one glows and the next has a lantern shape cut out and the third glows AND has a lantern shape cut out I would probably start to get irritated because they’re charging an extra buck for each cover. But they’re doing that for a lot of the variants NOW, and while I am not someone who usually buys variants, I admit that I would be more inclined to do so if there was a little bit of an enhancement to sweeten the pot.
The hard part is not doing covers like these, it’s doing them in such a way that people don’t get sick of them. Reserve them for important occasions. First issues are acceptable. Anniversary issues are acceptable. The beginning or end of a major storyline is acceptable.
“Wednesday” is not.
I know that my yearning for these covers is tainted by nostalgia, but that’s not always a bad thing. Nostalgia is the only reason X-Men ‘97 exists on Disney+, and people seem to be pretty darn satisfied with it. (I haven’t watched it yet, so no spoilers.)
I don’t know, maybe it’s just me. Maybe I’m just shouting into the wind and when you guys read this week’s column you’ll all think I’m crazy for feeling this way. Heck, even I think I’m a little crazy for feeling this way. All I know is this: when I go into BSI Comics to pick up some new books, I almost never want the variants…but once in a while, I wouldn’t mind getting my hands on an enhancement or two.
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. If you go on eBay looking for some of these comics he’s talking about, don’t be fooled. The “coffee stains on page 17” variant is NOT an enhancement, no matter what the seller is telling you.
Blake M. Petit 