In a move destined to arouse controversy, Marvel is bypassing Diamond and selling an 'error' edition of Elektra #3 directly to a handful of retailers across the country.  According to one such retailer, the variant editions, which depict Elektra nude due to an internal editorial miscommunication, are being sold by Marvel to retailers in lots of 200 copies for $5 per copy; cover price was $2.99.  The quantity being sold in this way is reportedly between two and five thousand copies.  These were reportedly retained when the rest of the print run was pulped and the comic reprinted with Elektra properly attired.  Initial advance orders to Diamond from pop culture stores were around 59,000 copies (see 'Top 300 Comics -- September'). 

 

A look at E-Bay shows a half dozen dealers selling the book.  Top prices paid have been over $20 per issue, although current bids are as low as $8 each.  Dynamic Forces is also selling the book on its website for $14.99 unsigned, $19.99 signed.  According to our retailer source, the only restriction on sale by Marvel was that the books not be offered to other retailers by selling them through Diamond's monthly Previews catalogue. 

 

Since this move risks alienating retailers that didn't get access to the book, Marvel must perceive some upside beyond the limited financial benefit (5000 copies @ $5 each is only $25,000, or a few hours of Marvel's debt service expense).  We note that publicity has been one of the most effective marketing techniques used by Marvel, both at the trade and consumer levels, and this move will undoubtedly get fans and retailers talking about Marvel again, drawing attention to two elements of Marvel's strategy.  First, by eliminating reprints and overprints, Marvel has made its books more 'collectible' by making supply less than demand when retailers are unable to predict sales more than a month in advance of release.  Second, Marvel is engaged in a move toward more adult fare through its Max line, and this draws attention to this aspect of Marvel's output.  We were unable to reach a Marvel representative for comment prior to our deadline for this story.