The release of the first event issue is a pretty big deal in comics as far as both of the "big two" are concerned, so it's not much of a surprise that comic stores across the country will be hosting events to commemorate the release of Marvel's upcoming AVENGERS VS. X-MEN #1, due to hit stores on April 3rd on the day of the book's release. So, why is Marvel delivering AVENGERS VS. X-MEN #1 an entire week prior to the issue's official release?
According to Marvel's Senior Vice President of Sales David Gabriel, the publisher will be shipping copies of AVENGERS VS. X-MEN to shops across the country on March 28th to ensure that shops across the country have the issue in stock in time for the in-store events on April 3rd. Evidently, Marvel doesn't trust that Diamond's "Day Early delivery system" (where issues arrive in stores the Tuesday prior to their Wednesday release) will guarantee the book will be available in all shops across the country.
With a record-breaking number of retailers participating in our 'Avengers Vs. X-Men' launch parties, we wanted to make sure that everyone had their copies on hand and in time for the special Tuesday release...We couldn't be more excited with the overwhelming amount of support from our retail partners for the biggest event we've ever done. In turn we're guaranteeing that stores will be primed and ready as fans come flocking to their stores.
Apparently, Marvel seems to really want to ensure that retailers who plan on celebrating the release of AVENGERS VS. X-MEN #1 have the issue in stores. It does make sense, but isn't the publisher at all concerned with the possibility of the issue leaking online prior to the official release? Considering this is an issue Marvel fans have been at the edge of their seats waiting to dive into, given the chance to read it a full week early how many do you think would? While the possibility of an issue leak can be viewed as detrimental to overall sales, it might be good for Marvel PR. If the issue goes wide early more people might be inclined to give the issue a chance. This move could ultimately influence the overall sales of the second issue. We reached out to Marvel's Senior VP of Sales David Gabriel and asked whether or not he believes a leak would have a negative effect on issue sales. He has yet to respond to our request.
What do you think of Marvel's decision to ship AVENGERS VS. X-MEN #1 a week early? Do you think it will leak? Are you looking forward to the first issue of Marvel's next big event? Will you be attending a launch party at your local comic shop?