I have been to enough comic conventions to know that people who love comic books complain about the people who love the movies but don’t buy comic books. There’s a whole faction of geeks who love every issue of their favorite comic and consider someone who only knows the character from the movies and abomination.
Comic stores say they haven’t noticed an uptick in individuals coming into their store because of the film. For them, there just is no crossover. Perhaps, that’s because the comic stores need to take more initiative. Call it “The Avengers Initiative.”
A majority of movie-goers don’t go to comic stores. They probably don’t even know where the comic stores are. The simplest way for a comic store to attempt to harness the movie-goers who love the movies is to pay for an ad before the movie. Most movie theaters offer the opportunity to be in a slide show before the trailers. This offers an easy and less expensive way to get the word out about the shop, and placed before a “comic book” movie, it hits the target audience right where they live.
If the comic store can afford it, a comic store trailer, shot in high-def, should be appropriate for the movie screen. A trailer will even reach more people in their seats. Still, this isn’t the most effective way to reach people because most movie goers probably don’t have a reason to go to the store.
Setting up a booth with items themed to the film is the single best way to provide movie-goers an opportunity to find out about the comics. Any comic store that has also participated in a comic convention should already have the tools available to create a booth. By targeting the movie(s) in the theater at the time, a comic store can create an impulse buy and point of contact for new fans. Include a business card with every purchase, and you’re all set for getting new people involved in comics fandom.
It won’t be that easy. “Avengers: Endgame” openings promise to be chaotic. Imagine Free Comic Book Day without the giveaways. That also means more opportunities to generate revenue from the event.
National chain theaters may be less willing to give up lobby space for a booth. Of course, DC and Marvel could step in because it would be good for their comic sales and their movies. The theaters could see a rise in movie goers if the comic store is able to bring their patrons to the movie. Theaters also get the good will of comics fans and the advertisement that comes with the promotion of the event. A local theater may be more willing to partner with a local comic shop, and both could benefit from the exposure.
Most shops are run by one or two dedicated people. Having to give up a weekend, move everything, set up and take down is already a lot of stress. The change in routine, in addition to the increase in dealing with people who may not know what they want, can also be daunting, especially when there may not be any return. The keys to a successful theater run for a comic store setup is a willingness to get out of the comfort zone and a desire to improve sales at the store. Even if there aren’t any sales at the theater, the chance to meet people who love films can be worthwhile in and of itself.
Wicked Comics in Malta has partnered with Eden Cinemas for the opening weekend of “Avengers: Endgame” for Comic Fest. They will have booths, cosplayers, retro-gaming, performances, local artists’ booths and comics. It looks like they’ve organized a mini-comic convention to celebrate “Avengers: Endgame.” Wicked Comics organizes the annual Malta Comic Con, so they have a head start on any comic store that may not have organized events outside the store before.
Private showings are already sponsored by larger comic conventions like Salt Lake’s Fan X’ “Avengers: Endgame” screening. They could add a comic store component to the screening, giving people more opportunity to purchase from local businesses.
It may be too late for comic stores to partner with movie theaters for “Avengers: Endgame,” but it can be something to keep in mind for the next big movie. Of course, it doesn’t have to be applied to just Marvel movies. Disney’s “Frozen 2” and DC’s next film could also make for good opportunities to partner with a local movie theater.