There has been a lot of talk online, even on this website, about how pushing “Social Justice” rhetoric has affected marvels comics and caused their sales to tank miserably. In the past few years, Marvel comics has released several cancerous comics under the guise of being “progressive”. The gender, race and sexual orientation of main characters have been changed for no reason, and most of the female characters have turned into preachy Tumblrinas who find it necessary to remind you every 5 minutes that they are “strong independent women”.
Marvel has canceled most of these comics for under-performing sales, they have even promised to abandon promoting “Social Justice” for this very reason, but have never admitted that they fucked up by going down this road in the first place…….. until now.
Marvel’s vice president of sales, David Gabriel, speaking at the Marvel retailer summit told ICv2 that from the sales reports in the past years, it was obvious that comic fans just weren’t interested in these “progressive” characters. He said people were “turning their nose up against” these new comics.
On the question of why people weren’t patronizing their comics as much as they used to, he said:
I don’t know if that’s a question for me. I think that’s a better question for retailers who are seeing all publishers. What we heard was that people didn’t want any more diversity. They didn’t want female characters out there. That’s what we heard, whether we believe that or not. I don’t know that that’s really true, but that’s what we saw in sales.
We saw the sales of any character that was diverse, any character that was new, our female characters, anything that was not a core Marvel character, people were turning their nose up against. That was difficult for us because we had a lot of fresh, new, exciting ideas that we were trying to get out and nothing new really worked.