Relaunching or rebooting a comic book universe has become popular over the last few years. Especially at the top two superhero publishers, Marvel and DC Comics. Marvel adopted the strategy of relaunching its titles with brand new number one issues every couple of years. There are a few reasons to do this — number one issues sell really well, and they provide a jumping-on-point for new readers.
DC Comics went the reboot route in 2011 with the “New 52”. After an event called “Flashpoint” its entire publishing line started over with fresh new takes on their superheroes. With a reboot, stories from the past are generally forgotten or retconned out of existence. The New 52 led to massive sales for DC Comics and the top slot in monthly sales by publisher. New 52 comics held the top five spots in overall sales in 2011.
Over time, sales for DC Comics and the New 52 dwindled. DC fell to number two behind Marvel with its constant relaunches. Longtime DC fans were also vocal over the loss of “legacy” that DC was known for.
DC Comics tried different approaches to regain readership. Last spring DC ditched the New 52 branding for “DC You.” The goal of “DC You” was to shake up the status quo on a number of high-profile comics (Superman’s identity being revealed to public, Jim Gordon replacing Batman) and offer new alternatives to standard superhero books. While some fans embraced the changes, they did not lead to increased sales for DC.
So where does this leave DC Comics? The answer appears to be a full relaunch called “Rebirth.” Following in Marvel’s footsteps, DC will relaunch all their titles with new number ones, save for Detective Comics and Action Comics. They will return to their pre-New 52 numbering.
Chief Creative Office Geoff Johns revealed the details of “Rebirth” at the ComicsPRO retailer event in Portland, OR. Johns then released a “Rebirth” video (located at the top of the page) and held an interview with CBR explaining more of the initiative.
Co-Publisher Dan DiDio reiterates, “‘Rebirth’ is designed to bring back the best of DC’s past, embrace the stories we currently love and move the entire epic universe into the future. We are returning to the essence of the DCU. With ‘Rebirth’ we are putting the highest priority on the direct market and we will continue to create and cultivate new opportunities for retailers to thrive and prosper, grow readers, fans and customers.”
“Rebirth” will kickoff with an 80-page DC Universe: Rebirth #1 on May 25. June, July and the fall will see the release of the remaining new comics. Half of the relaunched comics will ship bi-weekly, and every comic will have a $2.99 price tag.
