A commercial for comic books? Yes, you read that correctly. And no, it’s not 1994, although, based on some of the creators and redesigns of the characters, it may seem like it, but I digress.
DC Comics has released a 30-second ad for The New 52 that features a motion comic style animation of several of DC’s upcoming titles. The ad will air in theaters in upcoming months as part of National CineMedia’s “First Look” advertisements that air prior to theatrical presentations. At this time, there’s no word if the commercial will be brought on to television screens, but with DC’s programming in the upcoming schedule for Cartoon Network, it leads me to believe we’ll see it there, as well.
Check out the commercial here below.
The video is simply a short look at some of the artwork in a few upcoming titles, but fails to really sell the idea of The New 52. Hero Complex does have an extended 2-minute version up, but it still only shows the artwork. There’s nothing to the video that suggests what the stories are about and why viewers should be interested other than “Hey, these pictures look really cool, I wonder what they’re about and where I can get them.” And, unfortunately, DC doesn’t provide the answers to these questions. I mean, it’s fine to ask people to check out your products, but think about it for a second. DC expects people to get to the theater early enough to see the commercials before trailers, they expect you to look into the upcoming storylines to see if they interest you, they expect you to also look into where you can find your local comic shop without mentioning any services to help you, and above all else they expect you to remember a 30-second advertisement after you watch the weekend’s biggest movie. Seriously? Not to mention that attaching an ad before a movie after the summer season of movies seems a bit counter-productive.
However, if DC ultimately does take this ad to television screens, it should have a much larger effect on the potential readership. But enough talk, go watch it!