Posts from 1st November 2016

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Nov 16

Every Butt In The Universe: The Absence Of Reason

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Star Brand 1 This is a blog about failure. Thirty years ago, Marvel Comics celebrated its 25th Anniversary by launching a “New Universe” – a start-up line of all-original comics, designed to… well, that depends who you ask. In theory, the New Universe was meant to reflect “the world outside your window”, returning to a level of ‘realism’ other Marvel comics had supposedly once had and lost. From the world outside Marvel’s window, it looked like a colossal vanity project – born of a need by Marvel’s then Editor-In-Chief, Jim Shooter, to prove a point to his critics: he was a creator, not just a brand manager.

In practise, once underway, both these aims were quickly scrambled. Marvel slashed the New Universe’s budget, and the grind of producing eight monthly comics on a shoestring soon became visible on the page. Within a year of its launch, Shooter was out of a job. This is a blog, after all, about failure, as it shows up in creative product: disappointing, mediocre, half-hearted, cruddy failure. It will also be about comics, and hype, and the 80s. At 13, a Marvel fan, I believed in the New Universe. Shooter’s very eighties pitch – that I would be “in on the ground floor” of something big – suckered me in. I have hardly ever been as excited as when the first issues of its titles trickled into a suburban British comic shop. And hardly ever as disappointed as when I read them. Some I dropped entirely, some I followed doggedly. At least one became a favourite, for a while. In among the failure may be some elements of success.

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