On Tuesday,May 31st, DC Comics announced it will renumber its entire line of comics with 52 first issues beginning with the Justice League by writer Geoff Johns and artist Jim Lee. Both Johns and Lee will beat Midtown Comics Time Square to celebrate the launch of the new DC Universe line on Wednesday, August 31st at midnight.
Calculated Risk
The decision to relaunch the entire line came when DC Comics wanted to reach the largest audience possible through both print and digital. However to garner enough attention to themselves DC Comics renumbered their entire line as well as launch day-and-date digital publishing for all of their titles. Currently the DC line has five major franchises within the 52 titles which include Superman, Batman, Green Lantern, Justice League, and Legion of Super-Heroes.
The Batman franchise has the most books consisting of 11 out of the 52 comic book titles relaunched this September. These books include Batman, Detective Comics, Batgirl, Batman and Robin, The Dark Knight, Batwing, Batwoman, Birds of Prey, Catwoman, Nightwing, Red Hood and the Outlaws.
Both Superman and Green Lantern titles have 4 books within their franchises. The Superman franchise consists of Action Comics, Superman, Supergirl, and Superboy while the Green Lantern franchise has Green Lantern, Green Lantern Corps, Green Lantern: New Guardians,and the Red Lanterns.
Justice League consists of only 3 books in their franchise including Justice League, Justice League International, and Justice League Dark, while the Legion of Super-Heroes franchise consists of only 2: Legion of Super-Heroes and Legion Lost.
These comic franchises within the DC Universe line consists of 24 out of the 52 books relaunched this September. Financially DC Comics which is owned by Time Warner is playing it safe with established comic franchises. The Time Warner (NYSE:TWX) stock has hit a high of $37.50 and a low of $27.50 after the May 31st announcement. Currently the stock is trading around $31.50.
Toys and Collectibles
After 73 years Superman will no longer be wearing those signature red trunks within the comics as well as in the upcoming Zack Synder film Superman: Man of Steel. These changes will mean Mattel which produces DC Comic toys will be adding new figures to their upcoming toy line. Anyone looking to purchase Superman with his signature red trunks would expect their collectibles to increase in value as Mattel would no longer produce those figures. Recently at the San Diego Comic Con International, Mattel announced it will be ending its run of the DC Universe Classics toyline and refocus on the new toys reflecting the new looks. Mattel (NYSE: MAT) recently hit a 52 week high of $28.49 and the stock is currently trading around $26.80.
Long-Term Benefits
Time Warner and Mattel seem to benefit from their relationship with DC Comics and their characters. Warner Bros. Entertainment which is a subsidiary of Time Warner is currently making both Batman and Superman films. The Batman film by Christopher Nolan The Dark Knight Rises is set for a 2012 release while Zack Synder remakes Superman in the Man of Steel set for a 2013 release. The previous Batman film by Christopher Nolan The Dark Knight grossed over $1 Billion worldwide. Mattel will be responsible for producing the toyline from their respective movies and will benefit from it as well as the new 52 books by DC Comics.
