David Loftus of AK Comics in Beloit, Wisconsin saw the comment on the pricing of the Ultimate Avengers DVD by Dean Phillips of Krypton Comics (see 'Dean Phillips of Krypton Comics on Ultimate Avengers DVD') and shares his feelings about the conflicts between comic stores and other channels on products based on comic properties:

I just read Dean Phillips' comments about the Ultimate Avengers DVD, and had to write in with my supporting comments.  I read Dean's comments and couldn't agree with him more.  I first saw this blatant over-pricing on 'direct' DVDs I can purchase when I ordered the Collectors Edition of Spider-man (the first one).  I, like Dean, ordered this in anticipation of being able to offer this product to my regular comic book customers.  I was also hoping to compete with, and undercut Wal-Mart (which is right across the street from me).  I was caught off-guard when I received my DVDs and then checked Wal-Mart to compare prices.  I would have made 3 or 4 cents profit (without shipping costs) if I tried to compete.  Obviously, that doesn't work.

I've also noticed this problem with mass market toys.  If I ordered a case of Star Wars toys, my cost would is equal to, if not more per figure, than if I bought the toys off the shelf at Wal-Mart.  Plus we can't forget the shipping costs.  And, when Wal-Mart puts its figures on sale?  Well, why would I ever want to carry those new products?

Let's talk about Marvel Legends for a minute.  The suggested retail price to me for these figures is what, $11.50?  Have any of you ever seen them sell for that price at Wal-Mart or Toys 'R' Us, or even Target?  I haven't.  Why is it that my cost for these toys, which are produced by a company which is directly owned by a comic book publisher (yes, I do understand about keeping corporate entities separate for tax purposes, lawsuit liabilities and the like, but they're still made by the same company) is so much for me to purchase?  Shouldn't we, as direct avenues of comic book sales, be able to provide our customers with a better price, or at least a comparable price, to the big chains?

Now I know what some of you may be saying, 'Just stick with the direct market toys.'  Good point, but, direct market toys don't always stay direct market.  I've seen stuff that is offered to me in Spencer's Gifts before, K-B Toys, and of course Suncoast.  But that aside, direct market toys are no better at pricing.  Why is it that when I buy a direct market action figure it costs me $10?  That's an outrageous price for a single action figure.  And yes, if I buy the case I can save some money per figure.  The bright side of buying a case?  The characters that don't sell look very nice filling up my pegs.  Of course, I never think about how much they cost and the fact that they just don't move.

Now if I can hold onto this Spider-Man Deluxe Boxed Set DVD long enough, maybe it will become an antique and have some collectibility. 'Mint in unopened box.'

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.