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( 2 comments — Leave a comment )
2dreamsilently
May. 9th, 2005 03:33 pm (UTC)
NY requires registration! Dude, totally copy and paste onto your journal! :P
skrain_bodak
May. 9th, 2005 07:43 pm (UTC)
hehehe afraid of Big Brother?
Are you more afraid of "him" than I am?

Before the article...a shock.... (it appears that it won't show in comment, if it doesn't I'll repost the entire thing in a separate entry or two.

<img-src="http://graphics8.nytimes.com/images/2005/05/09/business/09comics.dc.jpg">

Even Superheroes Can Use Some Buffing of the Brand

By GEORGE GENE GUSTINES
Published: May 9, 2005

The publisher of Superman, Batman and Wonder Woman is getting a makeover. DC Comics, a division of Warner Brothers Entertainment, is unveiling a new logo today.

DC Comics is uniting its stable of superheroes under a new logo.
David James/Warner Brothers Entertainment

The new logo - the letters DC encircled by a whirlpool-like ring with a single star - will be used to brand DC Comics across all media, including comics, toys, television and film. The new look replaces the old logo - the DC letters in a circle and bounded by four stars - that has been on the covers of DC Comics since the mid-1970's.

The move is one part facelift and one part marketing strategy. The branding may also help take the spotlight away from Marvel comics and its recent box-office successes with Spider-Man and The X-Men.

"We're talking about a multibillion-dollar brand," said Kevin Tsujihara, the Warner Brothers executive vice president for corporate business development and strategy, whose portfolio includes DC Comics. "There was a level of concern that we weren't fully utilizing the power of DC."

The first comic book with the new symbol will be in stores on May 25; the full library of titles will receive it the following week. The logo will also be featured on toys, direct-to-video cartoons, DVD releases of television shows like "Birds of Prey," and computer games. Versions of the logo will also appear on the WB network live-action series "Smallville" and the cartoons "The Batman," "Teen Titans" and "Justice League Unlimited." An animated version of the DC logo will be used in the movie "Batman Begins," which opens in theaters on June 15.

"Batman Begins" and next year's "Superman Returns" are testaments of faith in the money-making possibilities of DC's stable of characters. A successful superhero movie can generate hundred of millions of dollars in box office receipts. The first film featuring the Marvel superhero Spider-Man brought in more than $800 million worldwide.

The comic book industry generates $400 million to $500 million in book sales each year, down from nearly a billion dollars at its peak in the early 1990's.

According to Diamond Comic Distributors, Marvel's market share was 35.54 percent in 2004, while DC's was 30.63. The rest of the market was split among more than 15 other publishers.

But while Marvel may have a bigger market share and several big-screen successes with Spider-Man and X-Men movies, it has not shared in profits of the films the way DC can as part of the Time Warner empire.
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