For decades, the comic book industry — with Marvel taking centre stage — has seemed a guaranteed thing. Although the new Absolute Universe from DC has shocked readers, topping sales and being more popular than any book in 20 years.
Marvel, meanwhile, is struggling to retain longtime readers’ interest. The Absolute Universe’s renewed approach to storytelling has proven to be a winning formula, and there are certainly ways Marvel could follow suit in order to remain relevant.
A Turning Point As The New DC Absolute Universe
The Absolute Universe has been a huge hit for DC. This new continuity isn’t merely another reboot — it’s a total reinvention of classic characters and storylines. The Absolute Universe is one where things are different, as it won’t go, as every other DC reboot has, where the story is the same story just told differently.
So call it Absolute Batman, for instance. In this incarnation, Batman never grew up in privilege. His ideas about money and power are unlike the billionaire Bruce Wayne fans are familiar with. Bathed in riches, rather than using his fortune to create brilliant high-tech gadgets, this Batman burns money — literally — to make his judgement known. The see-saw nature of the characters immediately makes them unpredictable and makes for an engaging story.
An Absolute Superman also presents a remote version of the character, raised on Krypton, rather than on Earth. Without the noble workings of the Kents, Superman has a different view of humanity and thus a more complex and morally gray character. Whereas the Absolute Wonder Woman was raised in Hell instead of Themyscira, which completely altered her worldview and motivations.
These subversive reconfiguration of iconic characters have captivated readers by demonstrating that change can be an effective weapon in storytelling. The Absolute Universe is not another alternate timeline — it’s a daring experiment that seems to be working.
What’s Holding Marvel Back?
Marvel has an alternate universe of its own: the Ultimate Universe. As successful as it has been, Marvel’s holistic approach to storytelling has become stale. And some of its most popular use the biggest franchises — Spider-Man, the X-Men, the Avengers — seem hemmed into a few repetitive cycles. Marvel is stuck on nostalgia and safe storytelling that is less dynamic than transformative, leaving readers flat.
One big problem is editorial control. Whereas at DC’s Absolute Universe, where creative teams are free to experiment, Marvel’s books often seem weighed down by editorial mandates. This stifles innovation and discourages new stories. Although Marvel has had the occasional good ongoing storyline, many of its titles seem boring and predictable compared to DC’s Absolute Universe.
What Marvel Can Learn from DC — You read that right
For Marvel to get back to the top spot, it needs to embrace change and take creative risks. Here’s what it can learn from DC’s Absolute Universe:
Give Up More Creative Freedom: DC’s Absolute Universe Succeeds Because Its Writers and Artists Are Encouraged to Explore Bold Ideas Marvel needs to loosen editorial control and give its creative teams more room to take risks.
Reimagine Classic Characters: The Absolute Universe succeeds because it subverts what fans expect from iconic protagonists. Marvel can do that if it surprises us with its characters’ origins and personalities.
Take a Unique Approach: Many Marvel stories have a sameness to them, because they don’t get away from what’s familiar. The era of pedestrian plots and safe gimmicks is over; time for new, bold ideas.
Bring A-List talent: Complex 1050 Infinite Horizon features some of the best creators working today. Marvel needs new voices, and those new voices should be allowed to take risks in storytelling.
THE BOTTOM LINE Marvel must stay ahead of the game
Marvel has dominated the comic book industry for years, but all rules have their exceptions — and complacency is a common cause of decline. DC’s Absolute Universe has proven that fans want bold, unpredictable storytelling. If it hopes to survive its current malaise, Marvel should learn from this success of DC and embrace creative risks. Scaling back on control, revitalizing characters, and supporting evolution will keep Marvel the true “House of Ideas.”
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