Dynamite Will Not Overprint The Devilers, How Will That Affect Sales?

Devilers01CoveIncenSilvestrDynamite has been pushing their new Creators Unleashed line very hard. They're kicking it off with Joshua Hale Fialkov and his new series The Devilers then followed it up with Peter Milligan's Terminal Hero and Duane Swierczynski's Ex-Con. There is also supposed to be a Rick Remender series announced soon.

We've covered The Devilers very well here at Bleeding Cool. We announced it, interviewed the writer, spotlighted the artist and even reviewed it. So you would think with the final order cutoff coming on Tuesday there wouldn't be anything left to say about it…

Well, Nick Barrucci the President and CEO of Dynamite is telling us that along with The Devilers being at $2.99 cover price and fully returnable they will not be overprinting the book. Dynamite normally overprints a book by 15% or more to cover possible re-orders, but then again they don't normally make a book returnable. In this case they will only print enough to fill orders and to cover any damages.

I asked Barrucci why, this was his response:

"We wanted to give retailers the ability to stock up on copies for issue #1 at no risk, without having to go through hoops to hit thresholds, and wanted to give them the best chance to sell them by MSRP'ing every issue at $2.99, so that each and every issue is affordable.  These new series from our Creators Unleashed line, beginning with The Devilers by Joshua Hale Fialkov and Matt Triano, are rich stories with incredible tapestries build from the ground up, and the best way to get these in to fans hands is at $2.99 and fully returnable.  As we expect the orders to come in strong, with the lowered MSRP and full return-ability, the one thing we need to do was to do was to keep the print run tight, so we will not be overprinting the first issue."

Part of why Dynamite is expecting the orders to "come in strong" as Barrucci put it is a deal with on-line retailer DCBS who have been offering the first issue for only $0.99 cents. Cameron Merkler, owner of DCBS added:

"Our sales so far put this book in DC and Marvel territory and we think this book and the others in the Creators Unleashed! line will match the phenomenal reader interest and enthusiasm seen for many recent Image titles."

Because of this push by DCBS they are a larger percentage of Dynamite's initial order than usual, but how that will affect the over sales will be interesting to see. As will how retailers respond to the fully returnable and no overprinting aspects. Will this push up demand for the first issue or will an on-line retailer offering the book for 67% off cover make them shy away? We will have to wait for Tuesday to find out.

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About Dan Wickline

Has quietly been working at Bleeding Cool for over three years. He has written comics for Image, Top Cow, Shadowline, Avatar, IDW, Dynamite, Moonstone, Humanoids and Zenescope. He is the author of the Lucius Fogg series of novels and a published photographer.
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