Part 2: The Super-Hero's American Exceptionalism

Editor: This is the second part of a two-part series. You can read part one here.

The 1970s showed the once-invincible comic book super-heroes to be losers, in attitude and sales. Watergate had disillusioned the super-patriot Captain America with a storyline implying Nixon was the head of a terrorist group. The Captain trashes his outfit and becomes Nomad, The Man without a Country. My 11-year-old mind thought this was ridiculous, as Cap was originally a Depression-era 98-pound weakling until given a Super Soldier serum to bulk up and fight Nazis. It was unlikely that one of the “Greatest Generation” would bail on his country so readily. Even then I realized that this development merely mirrored a hippie writer’s attitude more than staying true to a character’s origins.

Super-heroes became bleaker and even homicidal in the 1980s. The Punisher, a murderous vigilante, has become a top Marvel character. The Dark Knight Returns, a re-imagining of Batman, introduced an elderly caped crusader fighting the corrupt U.S. government represented by a stoogish Superman. Watchmen was set in a dystopic alternate reality where Nixon is still president and the super-group is made up of, among other miscreants, a rapist and mass murderer. It was a transmutation of established super-heroes from the 60s with Steve Ditko’s Objectivist hero The Question recast as the psychotic Rorschach.

Ironically, while super-heroes have become leaders in the Hollywood box office, these films don’t help comics’ diminishing sales. In the 1940s, if a comic didn’t sell over a million copies it was cancelled. By the 80s, the cut-off point was 100,000 copies. Now companies are extremely happy selling 10,000 copies. The only time sales increase is when the publishers appeal to diehard collectors by releasing a title with multiple variant covers, and they gotta have ’em all, or a new first issue of a popular character. Comic sales are at an all-time low and basically kept alive as merchandise-generators for film and other products. Time-Warner recently moved DC Comics from their publishing stable to the film division. Disney has bought Marvel Comics and it wasn’t for the stellar sales of their publications.

One reason comic sales in general have dropped is because it is a one-genre medium (though there’s still Archie!). It’s as if the movie industry only made westerns and not comedies, science fiction, romance or other types of films. The industry has also ghettoized itself with the advent of the direct sales system. As sales withered on the newsstand (along with newsstands themselves), comic stores popped up with a new distribution paradigm. Copies that weren’t sold on the newsstand were sent back to the distributor for credit. With direct sales the books are non-returnable. They sell a lot less but they’re guaranteed sales. At first a supplement to newsstand distribution, like subscriptions, they are now the main source of revenue.

Lower print runs have been blamed on the usual suspects; television, video games and the Internet. In fact publishers are marketing to the hard-core fanboy, an increasingly shrinking demographic. Stan Lee had introduced on-going storylines and continuity throughout his books. Earlier stories rarely continued and various super-heroes almost never interacted. Anyone could pick up a comic and read a self-contained story with a beginning and end. Now Stan’s continuity has mutated into ridiculous proportions with plot lines crossing over multiple issues and titles. The casual reader cannot pick up a singular issue and enjoy it, let alone understand it. One has to know the convoluted backgrounds of hundreds of characters or it won’t make any sense. There are obviously more people who might want to read comics than just comic geeks, but they can’t begin to unravel the catechism of modern super-heroes. Still more can’t find comics outside of comic book specialty shops and may not dare enter a place festooned with images of veiny, muscled goons lugging weapons and dripping blood.

Super hero movies are popular for the same reason comics used to be attractive. They take you to a world of stunning visuals, exciting situations and heroic characters… unfortunately, the films are now beginning to fall in the same trap as comics. The most recent Batman and Spider-Man films featured the characters as darker, borderline evil, individuals and Marvel plans to introduce continuity to their movies. They will release new films with Captain America, Thor, Ant Man and others and then mush them all together with Iron Man and Hulk in an Avengers film. People who may have missed an earlier episode may not bother to see a later one where you’re expected to know all the characters’ baggage.

Most disappointing in the superhero film trend was Superman Returns. The quintessential American super-hero becomes a metrosexual who ditches his baby mama Lois Lane for an outer space road trip to find himself and it tanked at the box office. The film pointedly refers to him fighting for truth and justice, but it’s not cool to mention the American way. Even the fabled Justice League of America is now termed the Justice League in a nod to one-worldness.

It’s nearly impossible to find a comic that doesn’t star an angst-ridden anti-hero. The end of exceptional American super-heroes is here.