Comic book classics recharge film industry - Toys - planning licensing deals of old comics - Brief Article

DSN Retailing Today, July 29, 2002

Comic books have been a constant in American culture since the debut of "Superman" in the late '30s. Now, more than 60 years later, the entertainment industry has turned to superheroes born out of the pages comics, launching several characters onto the silver screen and building them into worldwide licensing programs.

The blockbuster success of properties, such as X-Men and Spider-Man, has recharged the might of comic book heroes in the eyes of the licensing community DC Comics and Marvel Entertainment chalk up the industry's revived interest in their portfolios to solid storytelling and compelling characters.

"The one thing we are really good at is keeping the character alive with good storytelling," said Russ Brown, executive vp of Marvel's consumer products, promotions and media sales. "The entertainment industry looks to comics as a good source of storytelling, creativity and artwork. There are no greater stories than Batman and Superman," said Cheryl Rubin, vp of licensing and merchandising for DC Comics. "It just doesn't get any more classic than that."

And while plans for the "Spider-Man" film this spring and 'The Hulk," due out June 2003, were in place well before Sept. 11, Marvel admits the nostalgia trend spawned by the tragic events has fueled the industry's interest in its classic characters.

Licensees also recognize the impact of nostalgia. "Parents grew up with these heroes and after the fail they provided a familiar escape. They are reminded of heroes of the past saving the day today," said Terry Favish, entertainment license manager for Fotoball USA, maker of playground balls featuring Spider-Man and X-Men.

Rubin of DC Comics added both moms and retailers are familiar with these characters and feel good about them. DC Comics has had great success retelling Superman for today's audience through its "Smallville" series airing on the WB. The show, featuring young stars Tom Wellings and Kristin Kreuk, is amassing a cult following of teenage fans.

Marvel's Brown has identified some 20 characters, namely Iron Fist, Captain America and Blade--for new media opportunities. All movie deals, he added, will be for a minimum of three picture deals. "Our biggest problem is managing the expectations of retailers about these programs post-film," he said, adding Marvel's strength is that in-between "Spider-Man" sequels, it can tide retailers over with programs, such as "X-Men."

Brown expects well-known properties, such as Spider-Man, to drag lesser-known ones into the mainstream. For example, the "Daredevil" film release this January, starring Ben Affleck, will ride the coattails of superhero mania driven by SpiderMan and Superman. "By the time the sequel comes out in 2005, it will be a 'Spider-Man.'" Marvel, factoring the product schedule of each movie release on deck, expects this comic book craze in film to last 10 years.

For studios, technology has made the transition from the comic book to the big screen more seamless. "When it comes to movies based on comic books, there's always an interest to see how technology and costuming can make the characters look real, especially now with technology consistently grooming itself," said Favish.