…. Oh God help us, it’s not a dream. In a week where DC released the first issue of the huge Wednesday Comics; something different and rather exciting, Marvel are bringing back something that became the byword for over-hyped, over-priced non-event comics.
The Foil cover is back.
The press release:
“Marvel is pleased to unveil the special variant covers to ULTIMATE COMICS SPIDER-MAN #1, ULTIMATE COMICS AVENGERS #1 and ULTIMATE COMICS ARMOR WARS #1 utilizing the brand-new Foilogram cover treatment! Part foil, part hologram, these reflective covers will jump at you from shelves!
This is Marvel doing the nineties right,” explained David Gabriel, Marvel Comics Senior Vice President of Sales & Circulation. “We’re taking two of the most popular cover treatments of all time-foil and holograms-to create an all new kind of cover, as a ‘thank-you’ to fans who’ve been demanding this kind of variant! Retailers and fans don’t need to worry. We’re only doing this on a limited basis. You won’t see one on MS MARVEL #46 or LOCKJAW AND THE PET AVENGERS #4. We’re using them to mark very special occasions…such as the launch of Ultimate Comics line.”
It might be cynical of me and I know some folks out there like them, but I’m not one of them. I remember foil and hologram covers as nothing but a terrible, crass marketing ploy that got worse and worse as the 90s wore on. They may be promising it’s only for very special occasions. But that’s what they said last time. So in the end we got them for very special occasions like these:
However, I do notice that the rebooted Ultimates line does feature Ultimate Comics Avengers by Mark Millar (strangely enough, after writing possibly the worst Avengers comic ever Marvel haven’t invited Jeph Loeb back), Ultimate Spider-Man by Brian Michael Bendis and Ultimate Armour Wars by Warren Ellis. Impressive line up and I really hope the Ultimate Comics line manages to reboot the concept. Because quite a few books in the Ultimate line rank as some of my favourite Marvel work in the last 10 years. Ultimates was brilliant whilst Millar was on it. Ultimate FF with Warren Ellis was just as good and Bendis’ Ultimate Spider-man, at least in the early issues, really managed to capture some of the energy and uniqueness of the Stan Lee and Steve Ditko Spider-Man comics. Just a shame that they’re bringing Ultimate Comics out with something that fills me with horror and reminds me of a time I thought was long since past.
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