Bleeding Cool ran the scoop that DC Comics was going to let retailers sell DC Universe Rebirth on midnight of May 24th rather than wait for the morning of the 25th, as long as the retailers matched orders of Dark Knight III #1… a tall order. But they'd also let retailers sell all the DC titles out that week at that time as well. We wondered how the likes of Marvel would respond. Well, they appear to have called DC Comics' bluff.
Currently, retailers are restricted from opening and selling new comics on a Wednesday until the normal opening hours of similar stores in their neighbourhood. However ComiXology digital sales respect no such timeline and are usually available from midnight. There have been special exceptions made for specific launches with a lot of fuss, with retailers signing in for Midnight Release parties. But even then, it's only that item that is sold at midnight, not the whole publisher line.
Well, without any reference being made to DC Comics, Marvel will tell their retailers that they can all sell that week's Marvel comics from midnight as well… Without having to qualify for anything. Nighthawk #1, Captain America: Steve Rogers #1, whatever…
Which means we could be left with the bizarre spectacle of some stores who haven't ordered enough copies of DC Universe Rebirth #1, opening at midnight to sell their Marvel titles… But not their DC titles.
Will DC Comics relax their qualifications? And what will other publishers do?