Diamond Sent Out One Retailer's Exclusive Cover To All Comic Shops

Earlier this year, Bleeding Cool reported on a bunch of retailer-exclusive variant covers ending up in Walmart Marvel triple-packs. And wondered how that happened. We understand that during the changing of hands of exclusive Marvel Comics distributor from Diamond to Penguin Random House. Marvel Comics had printed up damage replacement copies in case there were issues with the exclusive covers, they were put into storage, and somehow got mixed up with stock allotted for Walmart packs.

This was a breach of contract, as exclusive deals are arranged with publishers for certain assigned covers to only be available to specific retailers. And it appears that something similar has happened again with Primordial #2 from Image Comics this week. The cover by Zu Orzu intended for Black Cape Comics of Waterville, Maine was printed, with the name of the store printed on the back of the comic, in both trade and virgin dress versions, 700 copies in total.

Diamond Sent Out One Retailer's Exclusive Cover To All Comic Shops
Primordial #2 Black Cape Comics cover


The printer mislabeled boxes of the exclusive cover, so that a) Black Cape Comics did not receive the comic in question and b) hundreds of comic stores across the USA, did. And no one st Diamond realised that a cover destined for just one store, was going to all the stores.

Some of those comic book stores are selling their copies, in full knowledge of what they are for around $50 each. Others still think it is their 1:25 tiered variant and are selling them for $20 each.

(W) Jeff Lemire (A) Andrea Sorrentino (CA) Gabriel Hernandez Walta
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Rich JohnstonAbout Rich Johnston

Founder of Bleeding Cool. The longest-serving digital news reporter in the world, since 1992. Author of The Flying Friar, Holed Up, The Avengefuls, Doctor Who: Room With A Deja Vu, The Many Murders Of Miss Cranbourne, Chase Variant. Lives in South-West London, works from Blacks on Dean Street, shops at Piranha Comics. Father of two. Political cartoonist.
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