In 2024, Marvel undertook a significant transformation of its Ultimate continuity, while its competitor, DC Comics, launched an innovative initiative called the Absolute Universe. As a comic shop employee, I find the achievements of both publishers this year—in terms of the Ultimate series and the introduction of the Absolute brand—truly commendable.
What excites me the most, both as a comic enthusiast and retailer, is the effectiveness of these new continuities in attracting fresh comic readers. This outreach aims to nurture many into becoming lifelong fans of the medium.
It’s worth diving deeper into the factors contributing to the remarkable successes of both Marvel’s Ultimate comics and DC’s Absolute imprint over the past year. Both publishers are undoubtedly analyzing these triumphs, aiming to replicate their strategies in the upcoming year.
Marvel’s Ultimate Comics: A Refreshing New Take on a Twenty-Five-Year-Old Concept
The Rise of the Ultimate Universe 2.0
Marvel’s core titles like Ultimate Spider-Man, Ultimate X-Men, Ultimate Black Panther, and The Ultimates consistently engage fans, with intense anticipation building for the forthcoming Ultimate Wolverine. This successful renaissance of the Ultimate imprint has set a high standard for 2024, one that exceeded my expectations of what DC could accomplish. Remarkably, local sales for the new Absolute series, including Absolute Batman, have eclipsed those of Marvel’s offerings, leading to surprising subscriber growth.
Regardless of the final sales numbers, the takeaway is crucial: both new universes are effectively attracting a fresh wave of comic book readers. This was the original aim of Marvel’s Ultimate Universe, which launched in 2000, showcasing younger iterations of beloved characters free from decades of continuity constraints. The refreshed Ultimate Universe embraces this vision and has achieved notable success—Ultimate Spider-Man Issue #1 sold out quickly upon release in January 2024, prompting continuous inquiries from customers long after its debut. The demand was so substantial that subsequent printings were necessary for the first issue, reflecting Ultimate Spider-Man’s capacity to reshape familiar narratives while remaining accessible.
The Absolute Universe: DC Comics’ Strategic Response to Marvel’s Success
DC Provides Fresh Entry Points for Readers
Following the impactful conclusion of DC’s must-read event, Absolute Power, in October 2024, the publisher launched a transformational initiative known as DC All-In. While maintaining its traditional continuity, this event also ushered in the Absolute Universe, which reimagines key characters like Batman, Superman, and Wonder Woman, offering them fresh origin stories. For example, Batman’s upbringing shifts to a working-class family, Wonder Woman finds herself raised by Circe instead of Amazons, while Superman’s adventures begin on Krypton before his arrival on Earth.
| New Absolute Series | Final Order Cut Off | Release Date |
|---|---|---|
| Absolute Flash | February 19, 2025 | March 19, 2025 |
| Absolute Green Lantern | March 10, 2025 | April 2, 2025 |
| Absolute Martian Manhunter | March 3, 2025 | March 26, 2025 |
As someone deeply embedded in the comic retail world, I can attest to the extraordinary buzz surrounding these titles. New customers are enthusiastically pre-ordering these comics well in advance. Notably, Absolute Batman sold out before the release weekend, becoming our store’s most-subscribed title, capitalizing on its status as the best-selling comic of 2024. Similarly, titles like Absolute Wonder Woman and Absolute Superman tend to vanish from the shelves within a week. The recent announcement of Absolute Green Lantern, Absolute Flash, and Absolute Martian Manhunter has already stirred excitement months before their releases.
Accessibility: A Successful Formula from Marvel and DC
No Previous Knowledge Required
Throughout my years in the comic industry, I’ve assisted countless new readers searching for their entry points into comics. While I often recommend independent titles—such as this year’s Helen of Wyndhorn, Dawn Runners, and Feral—navigating the Marvel and DC universes can sometimes be more complex.
First-hand experience in comic retail reveals how new readers progressively expand their pull lists after exploring either the Ultimate or Absolute Universes.
Marvel and DC have an extensive legacy, with numerous new issues released weekly, which can easily intimidate newcomers. Trade paperbacks and graphic novels provide more approachable starting points, yet when seeking single issues, knowing where to jump in can be daunting if the series is not currently on Issue #1. Furthermore, new readers may feel lost without knowledge of the existing continuity, which adds to the challenge.
The beauty of Marvel’s Ultimate Universe and DC’s Absolute Universe lies in their separate continuities. This structure eliminates the need for extensive background information, allowing readers to engage with these stories seamlessly. Moreover, fans already acquainted with these characters enjoy exploring the unique variations presented in these new series. Both the Ultimate Universe and Absolute Universe serve as inviting gateways for comic newcomers, facilitating growth in readership.
Leave a Reply