Preview Night is about to begin at San Diego Comic-Con, and the anticipation is palpable. The floor is buzzing with excitement as people start to trickle in, but soon, a deluge of fans will flood the convention center, eager to get their hands on the latest collectible merchandise. And for Jim Lee, the president, publisher, and chief creative officer of DC Comics, this is exactly what Comic-Con is all about.
After sitting out last year’s post-pandemic return, DC Comics is back on the floor. While the company has had virtual Comic-Cons during the pandemic, its physical presence at the convention hasn’t been felt since 2019. However, there’s a renewed energy running through DC thanks to the new slate of titles that will launch a movie universe by DC Studios heads James Gunn and Peter Safran. And this has reignited interest in the comics.
Lee explains that having partners like Gunn and Safran, who are passionate about the comic book mythology, allows DC to leverage their movies and TV shows to promote and sell comic books to new readers. Since the duo took charge of the screen division, certain titles have seen double- or triple-digit growth in sales. For example, The Authority, which wasn’t even in print when Gunn revealed its big-screen adaptation, is now soaring in popularity.
Even though DC is expanding into movies and TV shows, comics and publishing remain the engine that drives the company’s other media divisions. This is why DC has a focused presence at Comic-Con this year, solely focused on the publishing side of the business. While there are costume displays from upcoming movies like Blue Beetle and Aquaman and the Lost Kingdom, the main focus is on comics and the publishing event called Dawn of DC.
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Lee emphasizes that there’s a strong connection between comics and media and that this is what they are celebrating at Comic-Con. Alongside signings with Lee and other artists, there is also an activation with McFarlane Toys, led by Todd McFarlane, Lee’s former partner at Image Comics. Fans can step into a giant action figure toy box for a unique photo opportunity.
In recent years, comic publishers and companies like Lego, Hasbro, and Funk have started selling Comic-Con exclusives. This year, DC has followed suit and has gone all in on exclusive or limited-edition items, including comic books, action figures, hoodies, and pins. There are even resin statues of key DC moments available for $499. Lee explains that the trend of exhibitors offering exclusive products helps generate buzz and stokes fandom, as fans eagerly wait in long lines to get their hands on these items.
DC has also been leading the charge in the digital realm with its hybrid trading cards named Hro. Partnering with Cartamundi, the cards have become a massive hit with fans, offering both physical and digital versions. The limited cards available at Comic-Con generate further interest and cater to both kinds of collectors. Lee mentions that this hybridization allows fans to trade either the physical or digital cards, or both.
The reemergence of the DC booth at Comic-Con coincides with the company’s Dawn of DC publishing initiative, which involves relaunching titles over a yearlong period. While it has become customary for DC and Marvel to revamp their titles every few years to generate excitement, Dawn of DC takes a more measured approach. This sustained interest over a longer term allows the company to properly market the titles and gives retailers a chance to plan ahead.
Although DC is still in the early stages of its publishing initiative, the results have been strong so far. Superman books are performing well, titles have gone to second printings, and even less mainstream books like Doom Patrol are finding an audience. Lee expresses his excitement about the results so far and teases that there is still more to come, particularly with the highly anticipated Batman titles.
As Preview Night kicks off at San Diego Comic-Con, DC Comics has made its triumphant return to the convention floor. With a renewed energy and a focus on the publishing side of the business, DC is ready to show up for the fans and celebrate the connection between comics and media. From exclusive merchandise to digital trading cards, there’s something for every fan to enjoy at the DC booth. And with the ongoing Dawn of DC publishing initiative, there’s even more excitement on the horizon.
