Marvel Announces AVENGERS VS. X-MEN Launch Plans


Though Marvel is scheduled to transition to same-day digital release for nearly all of their titles this spring, the publisher announced today an effort aimed squarely at traditional comic book retailers: launch parties for their upcoming 12-part event series Avengers vs. X-Men, including a full complement of giveaways.

The events will take place starting at 8 p.m. local time on April 3, the night before Avengers vs. X-Men #1 goes on sale. Last year, several similar events will held nationwide for the August 31 release of DC's Flashpoint #5 and Justice League #1, and in 2010, many stores held midnight launch parties for the sixth and final Scott Pilgrim graphic novel, Scott Pilgrim's Finest Hour.

Additionally, Marvel is asking comic book stores to choose a side — Avengers or X-Men — and the promotional items they receive will vary based on that decision.

Marvel senior vice president of sales David Gabriel is quoted in the company's press release, stating, "Some stores will choose to side with the Avengers and some will side with the X-Men, but I can guarantee one thing — Marvel will make sure all of them have everything they need to make Avengers vs. X-Men #1 their top selling comic of the year."

From Marvel's press release, here's a list of what participating retailers will receive:

Avengers VS X-Men Program, a free comic previewing the upcoming event

Avengers VS X-Men Postcards

Avengers VS X-Men Customizable Flyer

Avengers VS X-Men Customizable Press Release

Avengers VS X-Men Backlist Sales

Avengers VS X-Men mini posters

Avengers VS X-Men promo items

Avengers VS X-Men #1 Advance Screening Copy, delivered to retailers in late March 2012

Avengers VS X-Men Party Lithographs

Mass media promotion around the launch of AvX and the associated parties

Promotion of parties to Marvel fan base via, Twitter and Facebook

An additional discount on the Road to Avengers VS X-Men Trade Paperback

And depending on which side a store chooses, they'll also get these:

Exclusive Avengers VS X-Men #1 Spotlight Variant specific to the team supported by the store

Free Avengers VS X-Men mini-posters showing store allegiance

Free Avengers VS X-Men Party Tickets

Free Avengers or X-Men Team Pins

Free Avengers VS X-Men in-store signage and shelf-talkers

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