If you missed it, Marvel deemed May 19th, 2010 “Avenger’s Day.” Many comic book shops celebrated with the release of the newly created Avengers comic that starts at #1. I visited two different comic book shops, and I can say first hand there was a lot of buzz about Avengers Day! I even witnessed strict DC Comics fans picking up Avengers items! As for the new book, there are several variant covers out there and I’m sure some of them will catch a higher price. Not only does this issue usher in the new Avengers series, it also helps kick start “The Heroic Age” story arc from Marvel. This new book is only one of FOUR new books being released with the Avengers moniker. In the coming months Marvel will also release the reboot (or vol. 2) of New Avengers, Secret Avengers, and Avengers Academy.
It certainly looks like Marvel is making the Avengers franchise the “center” of the Marvel universe. This is somewhat fitting given the recent popularity of the New Avengers and Mighty Avengers books done by Brian Michael Bendis. The insane success of the Iron Man movies and the palpable anticipation of the Thor and Captain America movies are also adding to this new push by Marvel for the Avengers franchise.
As well Marvel is doing some interesting advertisement for the new story arc and Avengers releases. It’s called “I am an Avenger” and attempts to capture some of that old comic magic by involving the readers and fans. Breaking the “fourth wall” has long been what comic books could achieve that other forms of media could not. This advertisement campaign attempts to tap into some of that. Check it out: I am an Avenger.
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