The Real Reasons for Marvel Comics’ Woes
Marvel Comics has been having a rough time lately. Readers and critics met last year’s Civil War 2—a blockbuster crossover event (and a spiritual tie-in to the year’s big Marvel movie)—with disinterest and scorn. Two years of plummeting print comics sales culminated in a February during which only one series managed to sell over 50,000 copies. Three crossover events designed to pump up excitement came and went with little fanfare, while the lead-up to 2017’s blockbuster crossover Secret Empire—where a fascist Captain America subverts and conquers the United States—sparked such a negative response that the company later put out a statement imploring readers to buy the whole thing before judging it. On March 30, a battered Marvel decided to try and get to the bottom of the problem with a retailer summit—and promptly stuck its foot in its mouth.
“What we heard was that people didn’t want any more diversity,” David Gabriel, the company’s senior vice president of sales and marketing, told an interviewer at the summit. “They didn’t want female characters out there. That’s what we heard, whether we believe that or not ... 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.”
Despite an attempt by Gabriel to walk back the quote, the remarks kicked by those concerned Marvel was shifting the blame for poor sales on to “diverse” characters—particularly since, contrary to the company’s claims, sales data showed that minority-led books were actually doing relatively starring white male characters.
