The big news for comic book geeks right now are the DC changes. The company is dissolving Wildstorm and presumably every other imprint besides Vertigo. All non-publishing operations are moving from New York to SoCal. There are a number of questions up in the air, but for the most part, that’s just a bunch of businessy things to think about.
The reasons for these changes make a lot of sense. DC’s had a problem for a while, lagging behind Marvel for a number of years and often playing copycat to try and catch up. The company has had a broader scope of comics printed, under a number of different imprints, but nothing’s seemed to catch on.
Step one, it seems, is to remove a lot of dead weight. I imagine that in the next few months, they’ll announce how they’ll handle the various creator-owned properties, whether it’s by moving them under the Vertigo banner or something else will remain to be seen.
What’s considerably more fascinating, to me, is a quote by DC head honcho Diane Nelson where she says that they aren’t Marvel. Obvious, of course, but upon consideration, it’s a very smart move.
Marvel’s approach to movies is well understood to be building a universe that will culminate, of sorts, with the Joss Whedon Avengers film in a couple years. I imagine that, if it’s a successful experiment, it won’t stop there, but I don’t get the sense that they’ve got a plan that extends much further until they see how it goes. This eggs in a basket strategy is probably driven by necessity. Due to a number of financial issues Marvel had over a decade ago, the company sold off the rights to a number of characters. They can’t do anything, film-wise, with the two biggest characters under the company’s publishing banner: Spider-Man and Wolverine. (Held by Sony and Fox, respectively.)
In fact, given the attempts under Avi Arad to license out the over 6000 characters in the Marvel universe, many of the more well-known characters are effectively gone for good. (It’s entirely possible that the rights could lapse, but I believe that’s only happened with Hulk. All other major properties have some sort of film in production.) This is a big issue because the money is made on the big screen (and subsequent DVD sales) rather than in the monthly issues. Marvel does the latter very well, and the former was elsewhere. (This last point is what makes the Disney purchase seem so odd.)
Enter the Avengers. Take the remaining characters, most of them second-tier, and hand them off to good directors and such to create a movie universe unlike anything that’s been done before. It’s great branding and gets the word out that this is the Next Big Thing. So long as the films are good, then everything will be hunky-dory. Luckily for Marvel, Iron Man was very good, so things are getting rolling. The Avengers seems like a dream come true: a real superhero team-up film on the big screen. Awesome, right? And not a little bit lucky that they still had Cap, Thor, and ol’ Shellhead in-house.
DC doesn’t have that problem. For the most part, any character under the DC banner has the film rights in-house under Warner Bros. While Marvel’s been all over the place, the dream of a JLA movie has been kicking around at least since the late ’90s. Nothing came of any of those, partially because DC never seemed to be able to do anything besides Batman or Superman, and partially because getting a large cast of superheroes together gets unwieldy. Seriously, when you have too many characters, it’s not good cinema. Just one of the many problems that plagued X-Men 3.
So Marvel may have found the magic formula, however: individual films for a series of characters, then bring them together for the team-up. You don’t need to worry about backstory. And DC’s got a couple of Bat-films in the current series, a Green Lantern film out next year. Just need something new for Supes, work out The Flash and Wonder Woman, and you’re there, right? Easy enough to copy Marvel’s playbook… again.
However, Nelson’s quote indicates that (as of right now) they have no plans to do that. For a couple of reasons, this is probably the best decision. First, there’s the creative side. DC doesn’t have the same necessity. The movie studio isn’t force to use the second tier characters because their big guns are right there, and (at least in Batman’s case), extremely profitable and visible. When the third Batman film comes out, it’s going to do just fine. And Christopher Nolan’s also at work on a Superman film, which has a lot of justifiably high expectations.
However, Nolan’s indicated that he doesn’t really want to push Batman into a bigger group. The stories he’s filming work well on a closed level and I’m going to guess that Superman is going to get a similar treatment. Given that those two are likely tied up and unavailable because of that, it would leave any potential JLA movie in one of two problematic situations: either you film it without Superman and Batman, which doesn’t really scream JLA anymore. Ever since Grant Morrison started on the title back in the mid-90s, it’s been a team that’s the biggest heroes in the DCU, as it was when the team started. Ironically, Marvel’s gone with a similar strategy of late, by pulling Spiderman and Wolverine into the Avengers. However, they can’t match the lineup in the films.
To remove Batman & Superman leaves the league feeling a bit… Justice League International in feel, which is dating back 20+ years. And unlike the Avengers, there’s a very important tone that needs to be set here. I really doubt any casual viewer is going to know that Wolverine and Spiderman are Avengers. In fact, I’d guess that seeing them in the line-up on the screen would be very jarring. But JLA has had a few seasons of cartoons in the past decade that were very well received and built naturally from the Batman and Superman animated series. Casual audiences, even if they weren’t regular viewers, are likely to assume any similar line-up.
The other option would be to make a JLA film without any connection to the series for the single characters. WB did try this, actually, even getting to the point where they had a cast including Common as Green Lantern and they had George Miller signed onto direct. For a number of reasons, that fell through. If nothing else, it would have been confusing to any audiences. Why wasn’t Christian Bale Batman there?
Well, that brings up the business reasons for avoiding a build-up to the JLA. Ultimately, any film is all about the money. The studio wants to get the best return for the smallest outlay. When you’ve got a multi-franchise series, those costs can build up. Marvel is famous for playing hardball with actors to keep those costs down. Terrence Howard was ousted for Don Cheadle apparently over a contract dispute between the two Iron Man films. The vast majority of the other actors have signed onto multiple picture deals at a relatively low cost, in order to make sure the later films in the Avengers franchise won’t see things spike. Samuel L. Jackson signed a nine film deal after Iron Man.
However, in order to do these things, there needs to be a clear plan ahead of time. WB had no such plan for Batman when they brought Christopher Nolan on board to revamp the character. While trying to do the team thing would have caused some creative issues, it would have also meant needing to negotiate with Bale and the other actors involved after they’d already been in one or two very successful films. This raises the costs considerably. Moreso if you consider that they’d likely have to placate Nolan in some way. (Note that WB seems very strongly inclined to placate him. Even his odd, experimental fare like Inception does very well for them.)
The flipside of the business is even more important. While JLA would be a fan dream film (my friends and I had a game of dream casting it over a decade ago), much as the Avengers film is, what’s the payoff overall. Batman by himself can do half a billion in the US. Superman in a good film can probably clear the triple century mark easily. Other DC heroes are likely at a lower tier. Sure, Green Lantern might have about the same public appeal as pre-Robert Downey Jr. Iron Man, but that doesn’t mean he’s guaranteed for $300m US.
DC is already able to look at Marvel for a template on what may happen. As I noted in my last post, the prognosis for the Avengers is… mixed. If it looked like the Marvel properties were building interest, then I think Diane Nelson would be less inclined to defiantly say they aren’t Marvel. But that hasn’t happened with Iron Man, and while we’re a Thor and a Captain America away from getting the Avengers trifecta, what’s the real expectation for those films, regardless of quality? $200m? $250m if they take off? Superheroes aren’t a guaranteed sale anymore. Iron Man was a right-place, right-time, lighting-in-a-bottle moment of everything coming together and hitting perfectly.
Maybe Green Lantern can do that, too. Martin Campbell is a very accomplished director, and has set the tone for the James Bond series twice, now. Ryan Reynolds has a ton of talent and charisma. And even so, that can’t guarantee it’s going to be huge. Big, sure, but not huge.
If the payoff isn’t a guarantee, why would DC even want to try and pull off a JLA film? It’s going to be more difficult, more expensive, and probably more uncertain than Marvel’s current effort. More than that, it’s going to feel like a bit of a copycat. Given that the DC publishing has been playing that game for most of the past decade and losing, why would they want to do the same for the films, when the stakes are so much higher.
No, carving out their own path is much smarter. While at the moment, there doesn’t seem to be anything really innovative at play than a typical franchise, that could change.
Consider the Green Lanterns. They’re already a super team of sorts built into the mythology. More than that, there’s a chance that they could go for something really unique and have a space-faring superhero adventure. Imagine some world building on the level of Avatar as a backdrop of warring Lanterns? Not saying it will happen, but it’s something that Marvel couldn’t easily replicate unless they decide to try and film the Annihilation saga.
And there’s no way they’re going to try and introduce the characters to do that. In that area, at least, DC’s got a head start. Go cosmic. But don’t go superteam. It’s not the smart play.