Yeah, I ran into this with the "John Carter: Princess of Mars" series. aztek_the_lost mentioned possibly making a thread to form a more solid consensus after I tried to submit the digital cover for a new comic submission.
It seems the best bet is to submit the printed edition, then later have a digital edition. Basically same artwork is ok since they are still two distinct covers.
I figured this would be a good area to set down a rule for. It was mentioned that this is being done for the new 52 by DC.
My thoughts:
For basically the same cover art, quite a few of them seem to add a vibrancy that scanned covers lack. Also, they often display more of the cover while still being released as a retail comic. That being the case, they aren't just cover art, which shouldn't be included as a variant, but a true retail cover.
For different art exclusive to digital format, I would assume it reasonable to release as a variant as it is.
Taking into account that the characters chosen were picked based on movie continuity, the lack of its connection to Wolverine Origins was a bit disappointing. However, great movie without that.
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