1992 was actually a bloody good year. Things were nowhere near as depressing as 2017 but as the Justice League film vaguely entertains people and DC’s piece of Watchmen necrophilia, Doomsday Clock, is due to be released it’s worth looking back at those days 25 years when DC Comics killed off Superman in an event which summed up those times in comics.
Some context; 1992 was a year when comics were still caught up in a massive wave of popularity, and the speculator bubble hadn’t yet spectacularly burst so things that had been building up since comics became noticed by the mainstream in the mid to late 1980’s were now in it’s late capitalism phase. By 1992 Image Comics were a very, very, very large thing with Todd McFarlane’s Spawn proving itself to be simply gigantic in terms of sales which left Marvel and DC trailing in their wake. Marvel decided to pump out mountains of new titles each with variant/gimmick covers (sound familiar?) while DC also did variants, their main tactic was the Big Event and the biggest of the Big Event was the death of Superman. To say DC milked this is an understatement. When Superman #75 was released it came in the standard cover not to mention the bagged edition which came with a Superman black armband.
There was also the scare platinum edition which was exactly the same as the bagged edition but a different colour…
Comic shops were rammed full of people buying the issue just because they thought this was a special issue, but of course us fans knew that it was a gimmick and that Superman would be back. He was back within the year.
The news reports at the time tell the story of a massive possibly profitable comic for collectors and this piece is all about the cash.
And this piece featuring former Marvel editor Jim Shooter and John Byrne hits the nail on the head.
The death of Superman was always a cheap gimmick; probably the cheapest and biggest in an era of cheap gimmicks, but it gave DC enormous publicity, not to mention when the speculator bubble burst, it’d picked up enough readers for it to sail through the worst days of the 90’s in better shape than Marvel who came close to going out of business.
At the time I was working in the industry in Bristol in the vaguely legendary Comics and CD’s on the Gloucester Road, and we had so many copies of this we thought we’d have to eat them. We had boxes upon boxes of them. Some we even had shipped sea-freight (I need to do a blog about how comics were shipped to the UK in detail soon) to us, and we shipped them back to the US where dealers had run out. It was lunacy. In 1993, DC Comics broke Bruce Wayne’s back and gave us a new Batman and the lunacy carried on.
In 1994 the comics bubble finally burst. The speculator boom imploded, comic companies died, shops went bust, and as said even Marvel teetered on the brink yet here we are 25 years on still talking about a cheap gimmick and how the ripples from that event can be seen today. Last weekend in Kilmarnock I sold a set of the death of Superman that had been lurking for 25 years in a box somewhere because for all the horrible blandness of the comics, they’re still a part of history that’s still ongoing and we have no idea how it’ll end.