Sunday, July 12, 2009

I had a horrible nightmare, I dreamed that Marvel brought back those hideous foil covers.....

......... Oh God help us, it's not a dream. In a week where DC released the first issue of the huge Wednesday Comics; something different and rather exciting, Marvel are bringing back something that became the byword for over-hyped, over-priced non-event comics.

The Foil cover is back.

The press release:

"Marvel is pleased to unveil the special variant covers to ULTIMATE COMICS SPIDER-MAN #1, ULTIMATE COMICS AVENGERS #1 and ULTIMATE COMICS ARMOR WARS #1 utilizing the brand-new Foilogram cover treatment! Part foil, part hologram, these reflective covers will jump at you from shelves!

This is Marvel doing the nineties right," explained David Gabriel, Marvel Comics Senior Vice President of Sales & Circulation. "We're taking two of the most popular cover treatments of all time-foil and holograms-to create an all new kind of cover, as a ‘thank-you' to fans who've been demanding this kind of variant! Retailers and fans don't need to worry. We're only doing this on a limited basis. You won't see one on MS MARVEL #46 or LOCKJAW AND THE PET AVENGERS #4. We're using them to mark very special occasions...such as the launch of Ultimate Comics line."

It might be cynical of me, but I remember foil and hologram covers as nothing but a terrible, crass marketing ploy that got worse and worse as the 90s wore on. They may be promising it's only for very special occasions. But that's what they said last time. So in the end we got them for very special occasions like these:

However, I do notice that the rebooted Ultimates line does feature Ultimate Comics Avengers by Mark Millar (strangely enough, after writing possibly the worst Avengers comic ever Marvel haven't invited Jeph Loeb back), Ultimate Spider-Man by Brian Michael Bendis and Ultimate Armour Wars by Warren Ellis. Impressive line up. Shame about the covers.


  1. Anonymous12:13 AM

    Its a shame Ellis hasn't written anything good for months and you say Ultimate Spiderman bought to us by Bendis like its impressive. What like the last god awful hundred and odd issues? The Ultimates line is what is wrong with superhero books and should be left to die.

  2. Ellis - good stuff? Anna Mercury, Aetheric Mechanics, Freakangels. Maybe not up to Transmetropolitan, but still good. And his Ultimate FF was great.

    Bendis - I should have pointed out that I never read past the first couple of Ultimate Spider-Man books, but they worked well in trying to sensitively update and rejig the idea.

    And strangely enough I though really bad writing, terminal blandness, multiple crossovers that cost more than my mortgage a month to buy and a general malaise were what was wrong with superhero books.

    The Ultimates line started out incredibly vital and exciting. That it eventually became yet another dull, bland line of superheroes was a terrible shame. If they can get the excitement back, together with a self-contained universe with a manageable number of good books to read - so much the better.