Robert Scott of Comickaze in San Diego, California saw the comment from Sara Grey on the Spider-Man 2 movie going out free with the first million of Sony's new portable game platform (see 'Sara Grey of Mira Mesa Comic Gallery on Spider-Man 2 Promo'), and feels there are better ways to capitalize on media tie-ins to drive traffic to comic stores:
While I understand and even empathize with Sara Grey's thoughts on including the CSLS info on Sony's Spider-Man 2 promo, it is naive to think 'we' are in a position to 'pressure' anyone into action on our behalf. Possibly even moreso to think that the CSLS info is going to make a significant difference in our business if the referral numbers we're seeing from Diamond are any indication. Really, if someone really wants to find a comic shop, is it that much harder to open the Yellow Pages to Comic Book Stores than it is to call the CSLS number?
What needs to happen is for the publishers to take a longer term view when signing studio deals and securing promotional opportunities both in theater and through DVD/Game sales and rentals. The easiest and likely most effective way, is to create bounce back traffic by offering a free item coupon that is redeemable in direct market stores. It's important that fulfilment be handled at the store level and not at the theater or DVD/game retailer level as that removes the motivation for visiting the direct market stores.
In much the same way that publishers produce promotionally priced issues such as the 10 cent Batman, 9 cent FF, 25 cent Hellboy and assorted FCBD comics, books need to be created in support of other comic based entertainment releases. And for once (FCBD excluded) they would truly be of value, going to consumers who are prospective customers but were unaware of what comics had to offer, instead of people who are already buying comics.
For movies, Comic movie ticket stubs could be redeemed in-store for free comics and in games and DVD's a coupon could be included on each package. like the free ticket coupons in most Marvel movie DVDs. A Co-Op or reciprocal deal with Blockbuster, Hollywood Video or even Netflix (possibly spearheaded by Diamond or the newly formed Comic Retailer Trade Organization) could be struck to offer video rental customers a freebie for renting any comic related movie not just new releases and publishers could run this program without any interference or compsenation from movie studios.
Movie offers could be promoted via regular movie advertising and game/video offers through their traditonal advertising, P.O.P. displays and stickers on the packaging. The Rental program would probably be benefiicial enough to the rental retailer that they would want to promote it as a reason not to rent from a competitor and those books could include bounce back coupons for future comic and video store purchases and rentals.
Comic Retailers should be more than willing to step up to this type of promotion, one that stands a great chance of driving many of the millions watching the movies and playing the games into our stores.
In any event, the days of opening the front door and waiting for new customers to show up is long past, it's time for the industry to go and get them.
The opinions expressed in this Talk Back article are solely those of the writer, and do not necessarily reflect the views of the editorial staff of ICv2.com.
