DC Comics National Advertising Campaign – In Chile

TV ads on prime time television, newspaper campaigns,  nationwide distribution on every newsstand in the country, and no more single issues but collections of three to four issues worth every week.

Welcome to DC Comics in Chile. Here's a national TV ad for the Batman RIP storyline.

These are accompanied by online advertising and wraparound front cover on the popular free public transport newspaper La Hora, given out to over two million passengers.

DC Comics National Advertising Campaign – In Chile

A special edition was released a couple of weeks ago that contained The Killing Joke there was a special edition released that sold out all over the place.

And now the publisher is moving on to Superman for the next twelve weeks.

Now they are doing Superman collections for the next 12 weeks (same drill as before) including the likes of Earth One, All Star and Red Son. Here's the TV ad for that as well.

So how can Chile do this where the US fails? Because the comics are being distributed and promoted alongside the newspapers but sold separately. It's a model that has made comics, even American comics, mainstream through the country. They've even distributed the Eaglemoss DC figurines recast from lead into resin, in the same fashion.

DC Comics National Advertising Campaign – In Chile

Here's how the comics are sold. You can see comics, and Superman, at the bottom…

DC Comics National Advertising Campaign – In ChileDC Comics National Advertising Campaign – In Chile

And just to help out, the biggest circulation newspaper El Mercurio, had this on the front page for the DC Relaunch…

DC Comics National Advertising Campaign – In Chile

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About 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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