Free comics? Zoiks! Promotion aims for new readers

Associated Press Modified: May 4, 2012 at 5:45 pm •  Published: May 4, 2012
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PHILADELPHIA (AP) — Buoyed by big-budget superhero films this summer, retailers and publishers are poised to give away more than 3.5 million free comics at events aimed at building communities among longtime fans and at capturing new readers.

What began 11 years ago with just four publishers in a few cities has blossomed into an international event involving hundreds of stores in 46 countries with 40 publishers — big, small and self-run — and millions of comic books, all for free.

"This grand plot for world comics domination is continuing to steam roll," said Joe Field, who owns Flying Colors Comics in Concord, Calif., and helped launch the annual event.

"We're adding people, we're adding countries and we're adding comics," he said Friday. This year's titles range from Boom! Studio's "Peanuts/Adventure Time Flip Book" to Rebellion's "2000AD Judge Dredd Special" to Dark Horse's "Star Wars/Serenity" book.

For the industry — which is experiencing a creative rebirth and wider reach because of digital comics, as well as more self-produced and self-financed independent books — the first Saturday in May is as much a chance to celebrate its success as well as make efforts to drum up new readers.

"You're really getting the cream of the crop of the next tier of readers that you want to appeal to," said John Cunningham, vice president of marketing at DC Entertainment, which last year relaunched its entire roster of heroes to make them more contemporary, a move that has drawn increased sales and acclaim from most corners of comic book stores.

"It draws people in who don't normally come to a comic shop and, hopefully, they browse when they're here," said Mike Ferrero, who has owned the store in downtown Philadelphia since 1976.



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