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DC Comics Villains Month Allocations Hit Hard

Published Fri, 09 Aug 2013 17:13:31 -0500

Last updated Fri, 09 Aug 2013 17:24:45 -0500

As Diamond and DC Comics close for the weekend, retailers are now being told exactly how many of the Villains Month 3D Cover titles they will be receiving. And they're not happy.

In some cases, I've been told of retailers getting 5% of the amount of a title they received, while on other titles, getting the full 100%.

The worst allocated I'm being told include First Born, Count Vertigo and Joker's Daughter, but there seem to be major allocations across the board. The ones that seem to have escaped allocation are Riddler, Lex Luthor, Zod and Cyborg Superman, but this again will vary from retailer to retailer. One tells me that they will receive 100% of their Teen Titans #23.2 Deathstroke #1, another will only get 7% of their orders.
It seems rather than allocating based on retailers initial orders, they have been allocated based on usual retailers' orders for the matched title – rather than the title it is now. So that Justice League #23.3 Dial E #1 is matched to a percentage of usual Justice League numbers based on how Dial H usually performs in a store. Originally the Justice League title and similar on other titles was intended to increase orders on the books, now it seems to be irrelevent to the numbers of the 3D cover that DC will provide to retailers.