Between public relations and marketing strategies, Mark Millar plans a future where Superman belongs to everyone.
Mark Millar has never been one of those creators who just sits back and waits for things to happen. From strategic ads to advertising strategies at the frontiers of the theater, Millar knows how to keep us on the edge of our seats. But his latest move has everyone talking: Does he plan to publish Superman comics under his own imprint once the character enters the public domain?
Countdown to 2033
It all started in 2022, when Millar released his comic series Ambassadors. While promising that there will “definitely” be another Superman story in the future, he revealed that he is in talks with DC. However, his gaze now seems to be directed to a far, freer horizon: the public domain. “I will write my stories in 5 years and pay the best artists in the business to paint, all ready to publish myself in 2033,” Millar recently tweeted.
This isn’t just a plan for another comic book series. By targeting the public domain, Millar could free himself from editorial restraints and royalty payments, offering a new business model as daring as they come. But is it also a move to install DC and get better deals at the moment?
Iron Man is for everyone.
Within a decade, DC would lose copyright to many of the original issues of the character’s established action comics. Since DC/Warner Bros. still owns the trademark, Millar can publish Superman comics, albeit under a different name. But he won’t be the only one: everyone from Marvel to Todd McFarlane and Viz Media will have a chance to create the superpower.
Millar’s publicity stunts were sometimes as dramatic as his jokes. From his street kick-ass videos to a doctored photo of Eminem starring in the movie The Search, his ability to play with public perception is unparalleled. Is this Superman ad another ploy to keep his name in the news and force DC’s hand? Only time will tell.
Who will win the race for the best Superman?
An undeniable icon of pop culture and justice, he has been a staple in the comic world since his debut in 1938. Created by Jerry Siegel and Joe Shuster, this superhero shows not only the highest good, but also a constant struggle with adversity. By entering the public domain, the door has been opened for many creators to reinterpret the heritage, each of them adding their own vision and narrative to the vast universe of the metropolis.
Comparison with other world-class characters will be inevitable. While characters like Batman and Spider-Man remain tightly controlled by their respective publishing houses, Superman soars across a sky where narratives are limitless. Can Millar, who is known for his narrative boldness, lead this new era with a version of the hero that stands out from the rest, or will he be just one in a sea of interpretations? The greater the creative freedom, the more diverse and exciting Superman’s future could be.
Millar and his advertising history
As the day approaches, anticipation grows. Millar has proven to be a master at focusing on his projects. Will a feature-rich vision for everyone change the industry? Or better yet, could his strategy push DC to offer more favorable conditions before Clarke is truly in the public domain?