The publisher of Superman and Batman is getting a makeover: DC Comics, a division of Warner Brothers Entertainment, is unveiling a new logo. The new look will replace the flat, four-star bullet that has graced DC Comics covers since the mid-1970s. But the change is part face-lift and part marketing strategy.
The first comic book with the new symbol is to reach U.S. stores on May 25, with the full library of titles receiving it the following week. The logo will also be featured on toys, direct-to-video cartoons, DVD releases of television programs like "Birds of Prey" and computer games. Versions of the logo will also appear on the WB network live action series "Smallville" and the cartoons "The Batman," "Teen Titans," "Justice League Unlimited" and more. An animated version of the DC logo will be used with "Batman Begins," which opens in theaters on June 15.
"Batman Begins" and next year's "Superman Returns" are testaments of faith in the money-making possibilities of DC's stable of characters. A successful superhero movie can generate hundred of millions of dollars. The first "Spider-Man" film, about the web-spinning Marvel superhero, made more than $800 million worldwide. But the comic book industry now is generally estimated to generate between $400 million and $500 million in sales annually, down from nearly $1 billion in the early 1990s.
According to Diamond Comic Distributors, in 2004, Marvel's U.S. market share was 35.54 percent and DC's was 30.63 percent. The rest was split among more than 15 other publishers. But while Marvel may have a bigger piece of the comic book pie and big-screen successes with Spider-Man and X-Men movies, it has not shared in its films' profit the way DC can as part of the Time Warner empire. Although that may all change after Marvel Enterprises Inc. begin producing movies based on its comic book characters and team up with Paramount Pictures to distribute the films in a deal Marvel said will boost its revenues.
There were two other films based on DC Comics characters this year: "Constantine" and "V for Vendetta," to be released in November.
Amongst many upcoming projects the new DC logo will be used with Batman Begins, Superman Returns, and others.
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