But why in gods name do people buy it? Bad as it may be, it sells.It doesn't make sense.
Actually, it doesn't.
Comic shops order several months in advance. So the way comic companies tell if something is selling is based on its pre-orders. They don't know how it's
actually selling for ages. This is why there's a common phenomena in comic books: #2 is the hardest issue to get.
Shops order #1s, but don't know how it sells, so they order very few #2s. By the time they're ready to order #3 they have an idea of the demand of the series. It's weird.
As a result, comic companies get a-list talent and hype the **** out of a comic, make sure there's lots of pretty artwork (the easiest part of the comic to sell), and hope to sell the **** out of it - regardless of the actual quality of the comic. Movies and music do this too. No one is sure how good anything is so they use advertising to make sure they get enough to cover their costs.
For ULTIMATES 3, for example, Joe Maduereira got paid $1 million. Marvel
has to make that money back somehow. So they have to sell the **** out of the title, even if its rubbish or they lose a LOT of money.
There's a lot of perceived importance. For example, when Marvel got Loeb exclusive, he was/is considered an industry leader. His contract promises him a lot of lucrative projects. He has to get them because the contract says so. This costs Marvel money. Marvel HAS to make that money back. They jack up the price, turn it into a crossover event, they do everything to make sure it sells.
In so far as I know.
And then people buy it because everything they read tells them too. It's not that they're sheep or anything, but they like their comics and they just read what sounds good. These comics
sound good.
Some people just like crossovers.
But I don't know how much of their success is, "It's the only thing on the rack, so you've got to buy
something". That is definitely a part of it too, which is why comics has people going "I quit comics forever". No one does that in cinema.
So it's three parts as to why they're popular:
1 - The numbers the comics sell in isn't indicative of their success
2 - People like these comics
3 - People are almost forced into buying the comics
And the third is very real. "Forcing" your audience to buy your book is a very real strategy. People like to pretend you're not being 'forced', but you really can be. The way you can tell is just to look at how people
leave the comic book world. No one does that with cinema or television or music. At least, not in the way comic book readers do. That kind of negative reaction can only be created in an environment that actively treats them badly in some fashion.
Or something. I think. I may be wrong. I'm hardly an expert on the subject.