Waiting For Tommy XXV
By
Richard Johnston
Interview with Jim Lee |
RICHARD: Okay, well let's look at DC, Recently you've
been drafted on board to draw Batman. Batman. What does it
say about the current state at DC that it needs the likes
of Frank
Miller and your fine self, to lift the status of a comic
featuring one of the most famous characters in he world to
a decent level? That without your input Batman would be selling
less than Universe
X or Marvel Team-Up? And how do you believe that such
icons can regain their sales without short-term creative fillips?
JIM:
It's been said that DC's greatest weakness is also its greatest
strength. DC's the biggest company. That means it's not as
nimble as say, the new garage band company du jour, but when
it has a hit, it does a great job in delivering the goods.
We have the infrastructure, manpower and the capital to make
big things happen... big things which no other company out
there can replicate to be quite honest.
And I
think people greatly underestimate the ability of DC to address
the issues you raise, Rich. There will be changes, it's just
not going to happen overnight.
RICHARD:
Obviously you're party to a lot more than me, Jim, but it
hasn't happened for a long time.
JIM:
It's not rocket science to say that there are three components
to a book's success. And I will speak generally here as I
am not directly involved with the DCU other than my work on
Batman.
In no
particular order: one--the character or high concept, two--the
talent, and three--the marketing.
Item
one is a no-brainer. DC has those in spades. Superman and
Batman and Wonder Woman are the holy trinity at DC and are
some of the best-known brands/icons/what-have-you in the world.
Items
two and three are a little more difficult to pin down. DC
has some great writers and gifted artists. Many are under
exclusives. Are they necessarily on the best projects for
their given talents? It's an arguable point. I think you will
see editorial better utilizing their talent in the coming
year. It's about finding the balance between working with
talent on projects that they are passionate about, but at
the same time, finding the best guy for the best job. Also
in finding the balance between shipping titles on time and
using, say less reliable talent on more anticipated projects.
It takes more planning and work to have for example, Jeph
and me working on Batman months and months in advance, but
that bet has paid off. It wouldn't surprise me if DC had more
pre-planned events like this in the works.
RICHARD:
Jim, you're a Vice President, it shouldn't surprise you.
JIM:
And I know you can read between the lines [laughter]. Item
three--marketing. It's all about the 'mo. I think we were
caught a little flatfooted in recent years and perhaps a little
complacent in that Marvel was such a mess for so long. In
my opinion, we've not kept our fighting form while we were
waiting for the next bout. Being privy to some of the DC gameplan
for this year and into the future, I can promise you it's
not going to stay that way. I've never seen the kind of activity
and plans in store for DC marketing for his year. No doubt
2003 will be the tell of the tape and fans will be the ones
to benefit the most.
Moreover,
I think it's a mistake for companies to ape one another. I
like the fact that the top companies in the business all have
different approaches to the very same artform and business.
It makes for healthy competition and in as small of a business
as we are in, I think there is that danger that everyone ends
up playing ball with the same style which only makes the game
dull. So while Marvel has "ultimatized" and reworked a lot
of their continuity for some dramatic sales increases, I think
DC has wisely handled Batman. We quadrupled sales without
resorting to variant covers, retconning or renumbering. The
fans are there and a lot of the ones who left the hobby are
coming back. That's what you get when movies like Spider-Man
hit big. It may not bring in substantially more new readers,
but it has bringing back those fans who had left comics.

THE
DARK KNIGHT STRIKES AGAIN HARDCOVER – SIGNED VERSION |
Both
DKSA and Batman have shown that DC can sell comics as
well as or better than anyone else in the business today.
Again, I think DC could look to a lot of talent who were
labelled as deadline risks and stockpile or inventory
12 issue arcs for later publication. Certainly if DC can
push these new storylines out on time, it would distinguish
them from many of our competitors. I think continuity
should be simplified without being thrown out and each
title, particularly those dealing with the same character,
should have a separate point of view aimed at different
readership groups. For example--Superman should be about
the superhero Superman and how he deals with huge world
threatening events. Adventures of Superman could be about
what it's like to be the man of tomorrow and explore his
relationships with Lois, Jimmy, Metropolis etc. |
Action
Comics could deal with Superman and how he relates to other
superheroes... like a team-up book. It's very competitive
out there, and I think we need to refresh or update our lines
more often so that the titles seem continually new and exciting
every single year.
RICHARD:
I'll state here and now that if someone starts a Superman's
Psychiatrist book, I'll buy it. There's a lot of jam tomorrow
you're speculating about here, as you've said, you and Wildstorm
have been a part of DC for five years now. You're vice-president
of the biggest comic book publisher in the USA, as I keep
mentioning. What do you believe you can do to revive the glory
days of a decade ago for the industry as a whole?
JIM:
First off. I don't think we as an industry can on our own
recreate the "glory days" of a decade ago. That was an unnatural
period because there were forces beyond our control jumping
into our hobby and supercharging it. Business in the 90's
would never have been as big if the card speculators had not
moved in so aggressively into comics. And I'm not convinced
that reviving those days is in the best long-term interests
of the business. Yes, absolutely, we need higher sales. Yes,
we need more new readers... more kids, more female readers.
But books being bought and flipped by the case without ever
having been read... hmm, no thanks.
But as
far as what I can do... I think I am most effective when I draw
more books, more stories. It means I have more pull with the
retailers, my bosses, my employees, other professionals, Wizard,
the dotcom sites, the fans, what have you. It gives you the
chance to have your ideas listened to...it gives you the chance
to set into motion whatever agendas or plans you might have.
And you build on your successes. Batman averages something like
150,000 copies a month now. My goal on whatever my next high
profile project would be to reach the 200,000 sales plateau.
The industry can build and grow, but I think we need consistent
work, on time books and great stories that fire up the imagination.
(Cue Rocky Theme music)
Continued
here...
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