Oooh! Shiny!

The mid-90s saw the comic speculator boom reach its crescendo, as a whole bunch of stupid people decided that, because Amazing Fantasy #15 and Detective Comics #27 were worth a fortune, then all comics would eventually be worth a fortune. These stupid people went forth and bought a shedload of comics, which they then either bagged and tagged, to sell in the future once said comics had become valuable, or, hilariously, sold them to even more stupid people, who believed that because the comics were being bought in large numbers, they must be worth lots of money NOW. Before anyone could realise these spectacular profits, the bubble burst, the speculators went on to the next big thing (pogs, probably, or trading cards), and comic sales dropped like a stone, taking most of the comic shops with them. Before you laugh, bear in mind this sort of "logic" is pretty much exactly what caused the house-buying boom of the last few years, and you saw how well that turned out.

The rise and fall of the speculator market can be symbolised by looking at the use of foil covers in comic books. Bear with me.


In 1991, Silver Surfer #50 came out. This book featured a battle between Surfy and the reborn dark titan, Thanos, and was a prelude to the Infinity Gauntlet, a cosmic event which touched on most of the Marvel Universe (except the X-Books, which for some reason managed to dodge such things). Some bright spark at Marvel decided to celebrate this milestone issue, by issuing the book with a silver foil cover.

I imagine it did well, I recall friends being excited by the (really not done justice by scanners) cover. In any case, Marvel followed this up the very next month with a glow-in-the-dark cover on Ghost Rider #15.


Nice enough, I'm sure you'll agree, but, really, why the need for a gimmick cover? This issue did feature a confrontation between the 90s Ghost Rider and his 70s equivelent, but it was the concluding part of a three parter, and not even a particularly good three parter at that.

1992 saw Marvel issue a few more books promotional covers Most of them seem justifiable enough:
Amazing Spider-Man #365, Spider-Man #26 and Spectacular Spider-Man #189 all celebrated Spidey's 30th anniversary with neat little holographic panels.
Hulk #393 commemorated the Hulk's 30th anniversary and revisited his origins.
Guardians of the Galaxy #25 featured the 31st century heroes battling Galactus.
Spider-Man 2099 and Ravage 2099 introduced the world of tomorrow.
And, er, Silver Sable #1 celebrated the bounty hunting blondeshell getting her own book at last.



In 1993 , Marvel were churning out the gimmick covers, on, by my count, 44 comics. Some, such as the Avengers and the X-Men's 30th anniversary, were reasonable. Then there were such "essentials" as Namor #37, which celebrated Subby getting a new costume. Or Fantastic Four #371, in which the Human Torch accidentally set fire to Empire State University. Or Venom: Funeral Pyre, in which the world's most overrated supervillain takes on the Punisher (spoiler: nobody dies). By 1994, just about every comic had a gold, silver, platinum, 3D, die-cut, prismatic cover, or it felt like it. Every anniversary, no matter how trivial, every first issue, every "landmark" issue, had a pretty cover, and an inflated cover price to match. Sales were spiking all over the place, based not on how good the books were, but on the relative "buzz" generated by Excalibur #75 or Nova #1.


By 1995, the speculators were getting tired, and by 1996, most of them had vanished off in search of the nearest shop selling Magic: The Gathering cards. Other than a couple of Marvel 2099 books, the foil cover phenomenon vanished without trace virtually overnight.


It would be a good long while before Marvel would try another attempt at getting those speculator dollars, through the use of variant covers on books. A glance at the shelves of your nearest comic shop will show that Marvel doesn't really seemed to have learned any lessons from the 90s speculator boom, as just about every comic out at the moment is available with at least two covers. Disaster lies ahead...

70 Years of Marvel - 1993

The line had kicked off at the tail end of the previous year, but 1993 was the year that the Marvel 2099 line really kicked off. Set in a dystopian future world run by mostly evil corporations, 2099 dealt with the introduction of super-types to that world. Notably, the line featured Ravage, a character created and written by Stan The Man, in what I'm pretty sure was his most recent, and at this rate, probably last, creation for Marvel. Other books in the line featured future incarnations of Spider-Man and the Punisher, and a version of Dr Doom about whose true identity there was some mystery.


Subsequently, these initial books were followed up by X-Men, Ghost Rider, and Hulk titles, as Marvel attempted to squeeze every last buck out of their cyberpunk / dark future fans. By the time the Fantastic Four arrived in the world of tomorrow, the 2099 cash cow had pretty much been bled dry. To be fair, this was 1996, so the concept had had a good innings.


Finally killed off in 1998, with the arrival in the future of Captain America, there have been occasional attempts to revisit the 2099 line, most recently this year with the Timestorm book, and who knows, we may yet see the line spring back into life, sometime in the next 90 years.

1993 also saw the Avengers get a new member, the Shi'ar, Deathcry, and also saw the arrival of yet another Captain Marvel. This one was Genis-Vell, the son of the original Kree hero, and used the title, Legacy, before eventually taking over the mantle of his father. Genis-Vell first appeared in an annual, as did Adam-X, who for a while, was nearly someone important in the X-Books.

Finally, this was also the year in which, after keeping the same outfit for almost all of the 30 years of his existence, the Powers-What-Be decided to give Daredevil a new costume, one that only a blind man could love.


Yes, folks, it really is that hideous. Thankfully, this was kicked into touch pretty swiftly, banished to the land of Nineties Nightmare Costumes, where it belongs.

In the real world, 1993 saw Slicky Willy Clinton take over as President. On TV, the X-Files were out there, Frasier Crane was moving to Seattle, and Andy Sipowicz was becoming the best loved cop on telly.

"Expect The Unexpected!"

So, as we've previously seen, 1986 saw the introduction of Jim Shooter's New Universe line, which was, I think, the first attempt by any comics company to launch, from scratch, a whole new universe, with heroes and villains gaining their powers as a result of a mysterious "White Event". We'd later see this sort of thing, again from Jim Shooter at Valiant Comics, from the launch of Image Comics, and indeed from Marvel with the 2099 and Ultimate lines. But this was, in 1986, a relatively revolutionary idea.


One of the controversies of the New Universe was that, according to legend, Marvel wiped out a swathe of its existing titles to make way for the new books. In actual fact the only books which I can see as being canned in the months before the launch were Power Man And Iron Fist, a title which had (and I speak as a big fan of Iron Fist) seen better times; Star Wars, which had lasted several years after the release of Return of the Jedi; Doctor Who, something of a niche product (in those days); and The Thing, despatched, at least in part, so that Jim Shooter could bring Ben Grimm back into the Fantastic Four fold. Other than that, and a couple of mini-series finishing up, there wasn't much in the way of dead wood being cleared in the months up to the launch of the first New Universe books.


Famously, Shooter fell foul of Marvel's new managment team, and so his plan to hire top talent to launch his new line was thwarted: oddly, no-one who was anyone wanted to write or draw a brand new, untried-out book, especially as there was no money to pay anyone. What we ended up with was a host of books written by Marvel's editorial team, and drawn by those who really needed the work.


Star Brand
Shooter himself wrote, whilst John Romita Jr, one of the few willing volunteers for the project, drew this, a tale of an ordinary man who suddenly gains superpowers. One of the more criticized books, described as a wish fulfilment book for Shooter himself, Star Brand was nonetheless one of the more lasting concepts, being picked up in the Marvel Universe proper long after the New Universe was long gone.

Spitfire And The Troubleshooters
Gerry Conway and Herb Trimpe came up with this one, based around the adventures of a group of MIT students and their battle suit


D.P.7
Mark Gruenwald and Paul Ryan wrote the entire 32 issue run of this one, concerning a group of suddenly-superpowered folk who, rather than be cut up like lab rats, go on the run. If you're a fan of the X-Men and The Fugitive, this might be your kind of thing.

Justice
Brought to us by Archie Goodwin and Geoff Isherwood, Justice concerned the exploits of an alien who came to Earth to hunt down the evil. At least it did, until Peter David was hired to retcon Justice into a delusional government agent instead. Amazingly, this book lasted 32 issues.


Kickers, Inc.
At the same time that Tom DeFalco and Ron Frenz were building a rep for themselves as the creative team on Amazing Spider-Man, they were also working together on this book, about a team good samaritans, led by a superstrong ex-footballer. As good as it sounds, this book managed 12 issues, before being put to death, by which time DeFalco and Frenz had left the book to take on the adventures of a golden-haired Asgardian.

Mark Hazzard: Merc
Written, at first, by Peter David, and drawn, at first, by Gray Morrow, this dealt with, as you may guess, the adventures of an appropriately named mercenary. Certainly different to normal superhero fare, it was barely related to any of the other New Universe books, which may explain why it lasted only the dozen issues.


Nightmask
Another book by Archie Goodwin, with a rotating cast of artists that included future workhorses, Ron Lim and Mark Bagley, among many others. Lasting just the twelve issues, this one began with Keith Remsen, comatose since an explosion, being awoken by the White Event, and gaining the power to enter people's dreams, like the Sandman, only wearing a domino mask, for some reason.

Psi-Force
A group of telepaths on the run from American and Russian secret service agents, Psi Force was the creation of Archie Goodwin (again) and Walt Simonson, though neither of them showed up to produce an issue. Notably, this did see some very early comics work from top 90s talent, Fabien Nicieza, who wrote half of its 32 issues.


After various attempts at tinkering, including the departure of Jim Shooter, the slimming down of the books, and a couple of "event" books, the New Universe line was somewhat unceremoniously killed off in the summer of '89, its titles replaced with a swathe of new books: Quasar; a second volume of What If?; and new titles for She-Hulk, Nick Fury and Moon Knight. The age of experiment was over, and it was back to stripmining Marvel's history, for the next few years, at least.