Marvel Comics aren’t doing well. Sales have declined, even as Marvel has pushed out every major event and crossover it can over the past two years. In a recent interview during the Marvel Retailer Summit, Marvel VP of Sales David Gabriel decided to ignore all the problems and criticism in order to place the blame on diversity.
What we heard was that people didn’t want any more diversity. They didn’t want female characters out there. That’s what we heard, whether we believe that or not. I don’t know that that’s really true, but that’s what we saw in sales. We saw the sales of any character that was diverse, any character that was new, our female characters, anything that was not a core Marvel character, people were turning their nose up against. That was difficult for us because we had a lot of fresh, new, exciting ideas that we were trying to get out and nothing new really worked.
Gabriel later reached out to ICv2 and “clarified” his statement, adding that many of the individual characters like Miles Morales, Ms. Marvel, Spider-Gwen, and Moon Girl are popular, and won’t be going away anytime soon. It’s also important to note that this was in response to retailer concerns presented at the first day of the summit, so some other issues may not have been discussed at that time. And it looks like, based on retailer discussions, those sales slumps had been increasing for awhile, but were especially noticed as of fall 2016. Everything kind of came to a head, and Marvel’s been focused on righting the sinking ship ever since.
That being said, Gabriel’s point is bullshit, because it shelves blame onto the readers and blatantly ignores a lot of other reasons Marvel Comics are doing terribly. For example, the crazy over-abundance of events and crossovers. During the discussion, retailers pointed out during the summit that the number of Marvel events, and the fact that they overlap, make it hard for fans to focus. Right now, for instance, there’s Secret Empire, which will bleed over with Generations, which starts this summer. In the past two years alone, there have been at least 12 events and crossovers. Events, in particular, have become more of a chore than a reward. There’s little build-up or anticipation because you know another one’s right around the corner. They also can completely screw over beloved characters for the sake of drama, like turning Captain America into a fascist as Sam Wilson has taken his mantle.