Variant cover
Encyclopedia
In comic book
s, a variant cover (sometimes variant edition) refers to an issue of a comic book printed with multiple covers with each unique cover art. Variant covers became common during the "Speculator Boom" of the 1990s, when more collectors became interested in the storage and preservation of their comic books with the goal of future financial gain than reading the comics themselves.
or at a newsstand.
1991's X-Men
#1, featuring the artwork of superstar artist Jim Lee
, had five covers. Designated #1A, #1B, #1C, #1D, and #1E, the first four's cover images fit together to form a larger image, used again as the gatefold
ed cover to #1E, released one month later. As of 2006, it remains the best-selling comic book in history with sales more than 8 million copies.
Not every issue with variant covers sold that well, but that didn't dissuade the publishers. Variant covers graced the covers of titles from Marvel
, DC
, Valiant
, and Image
, as well as numerous small press publishers. In 1993, DC Comics' shipped the first printing of Superman
#75, featuring the climax of "The Death of Superman
" storyline, in a black polybag with a Superman armband inside. Collectors wanting to keep their copy pristine but also read the story bought multiple copies or the subsequent printings, each of which had the same cover as the first, but without the polybag and fan incentives. Likewise, the second printings of other issues with "gimmick covers" shipped without the gimmick
.
Jim Lee, now one of the co-founders of Image Comics, remembering his success with X-Men #1, published variant cover comic books through his Wildstorm Studios
imprint. Gen¹³
#1 bore 13 different covers, each with a character in an homage to a comic book, advertisement, or movie poster. DV8
#1 bore eight different covers, one a group shot and the rest representing the seven deadly sins
.
collectors sought chase cards. Publishers created chase covers by issuing variants in ratios designed to make one variant rare. They also began to produce retailer-incentive copies - identical to the retail version, but with covers usually printed or embossed in silver or gold - with one retailer-incentive shipping for every 25 or 50 copies of the regular issue that the retailer ordered. Some smaller publishers, such as Verotik
created pricy adult-only variants depicting nudity. Additionally, comic book conventions gave attendees convention-exclusive variants as part of their convention packages.
Identity Crisis from DC Comics was so popular that every issue went through multiple printings, each with a different cover. Some fans who had already bought the first printing bought the variants to complete their collection. Seeing this, other publishers tried to duplicate the success. For instance, for every set number of issues a retailer ordered of New Avengers #1-6, they received a retailer-incentive issue featuring art by a heavily promoted Marvel artist.
In addition to retailer incentives, publishers again publish simple variants, though usually in equal proportions. Since Identity Crisis, second printings usually have a different cover, often merely the alteration or removal of color.
universe first appeared in 2005's Ultimate Fantastic Four
#21, the popularity spawned a limited series. The limited series would feature several variant covers by Arthur Suydam
. Classic Marvel Comics covers were reproduced with a zombie motif.
To celebrate the inauguration of Barack Obama
, Amazing Spider-Man #583 presented an all-new story teaming up President Obama and Spider-Man in Spidey Meets the President! The title featured five variant covers.
In honor of Wolverine's 35th anniversary, Marvel Comics
announced that numerous Marvel titles would feature Wolverine Art Appreciation Variant covers in April. Styles will be reminiscent of Pablo Picasso, Salvador Dalí, Andy Warhol.
The first issues to feature a Wolverine Art Appreciation variant cover were Captain Britain and MI13 #12, Amazing Spider-man #590, Hulk #11, Uncanny X-Men #508, and Secret Warriors #3.
- indeed, it is the norm for their comic books (especially first issues) to ship with a myriad of alternative covers. The first issue of the Stargate Atlantis: Wraithfall
mini-series, for example, shipped with six variant edition covers, and Lady Death: Blacklands #1/2
with eight.
s, notably TV Guide
, which has its own collector's market. TV Guide variant cover issues carry a theme, with each cover most often depicting a different character from a TV series. Past themes have included Dawson's Creek
(the first), Friends
, and Smallville
.
Comic book
A comic book or comicbook is a magazine made up of comics, narrative artwork in the form of separate panels that represent individual scenes, often accompanied by dialog as well as including...
s, a variant cover (sometimes variant edition) refers to an issue of a comic book printed with multiple covers with each unique cover art. Variant covers became common during the "Speculator Boom" of the 1990s, when more collectors became interested in the storage and preservation of their comic books with the goal of future financial gain than reading the comics themselves.
The Speculator Boom of the 1990s
In reaction to the boom, comic book publishers began to market specifically to the collectors' market. Knowing that many collectors are completists, buying, for example, every issue featuring a certain character, publishers began to produce comics with multiple covers, and completists and speculators alike bought them by the millions. The variants often depended on whether the copy was sold through the direct marketDirect market
The direct market is the dominant distribution and retail network for North American comic books. It consists of one dominant distributor and the majority of comics specialty stores, as well as other retailers of comic books and related merchandise...
or at a newsstand.
1991's X-Men
X-Men
The X-Men are a superhero team in the . They were created by writer Stan Lee and artist Jack Kirby, and first appeared in The X-Men #1...
#1, featuring the artwork of superstar artist Jim Lee
Jim Lee
Jim Lee is a Korean-American comic book artist, writer, editor and publisher. He first broke into the industry in 1987 as an artist for Marvel Comics, illustrating titles such as Alpha Flight and Punisher War Journal, before gaining a great deal of popularity on The Uncanny X-Men...
, had five covers. Designated #1A, #1B, #1C, #1D, and #1E, the first four's cover images fit together to form a larger image, used again as the gatefold
Gatefold
A gatefold is a type of fold used for advertising around a magazine or section, and for packaging of media such as vinyl records.- LP covers :...
ed cover to #1E, released one month later. As of 2006, it remains the best-selling comic book in history with sales more than 8 million copies.
Not every issue with variant covers sold that well, but that didn't dissuade the publishers. Variant covers graced the covers of titles from Marvel
Marvel Comics
Marvel Worldwide, Inc., commonly referred to as Marvel Comics and formerly Marvel Publishing, Inc. and Marvel Comics Group, is an American company that publishes comic books and related media...
, DC
DC Comics
DC Comics, Inc. is one of the largest and most successful companies operating in the market for American comic books and related media. It is the publishing unit of DC Entertainment a company of Warner Bros. Entertainment, which itself is owned by Time Warner...
, Valiant
Valiant Comics
Valiant Comics is a comic book imprint published by various publishers since its inception with Voyager Communications, Inc. in 1989, later Acclaim Comics, Inc. Its assets were purchased from the bankruptcy of the Acclaim Entertaintment by Valiant Entertainment, Inc. in 2007.-Voyager...
, and Image
Image Comics
Image Comics is a United States comic book publisher. It was founded in 1992 by high-profile illustrators as a venue where creators could publish their material without giving up the copyrights to the characters they created, as creator-owned properties. It was immediately successful, and remains...
, as well as numerous small press publishers. In 1993, DC Comics' shipped the first printing of Superman
Superman (vol. 2)
Superman was an ongoing comic book series featuring the DC Comics superhero of the same name. The second volume of the previous ongoing Superman title, the series was published from cover dates January 1987 to April 2006, and ran for 228 issues...
#75, featuring the climax of "The Death of Superman
The Death of Superman
"The Death of Superman" is a 1992 comic book storyline that occurred in DC Comics' Superman titles. The completed multi-issue story arc was given the title The Death and Return of Superman....
" storyline, in a black polybag with a Superman armband inside. Collectors wanting to keep their copy pristine but also read the story bought multiple copies or the subsequent printings, each of which had the same cover as the first, but without the polybag and fan incentives. Likewise, the second printings of other issues with "gimmick covers" shipped without the gimmick
Gimmick
In marketing language, a gimmick is a unique or quirky special feature that makes something "stand out" from its contemporaries. However, the special feature is typically thought to be of little relevance or use. Thus, a gimmick is a special feature for the sake of having a special feature...
.
Jim Lee, now one of the co-founders of Image Comics, remembering his success with X-Men #1, published variant cover comic books through his Wildstorm Studios
Wildstorm
WildStorm Productions, or simply WildStorm, published American comic books. Originally an independent company established by Jim Lee and further expanded upon in subsequent years by other creators, WildStorm became a publishing imprint of DC Comics in 1999...
imprint. Gen¹³
Gen¹³
Gen¹³ is a fictional superhero team and comic book series originally written by Jim Lee and Brandon Choi and illustrated by J. Scott Campbell. It was originally published by Image Comics under the banner Wildstorm, which went on to become an imprint for DC Comics, who continued publishing the Gen¹³...
#1 bore 13 different covers, each with a character in an homage to a comic book, advertisement, or movie poster. DV8
DV8
DV8 is a comic book published by Wildstorm. The series revolves around the lives of a group of Gen-Active people , initially living in New York under the supervision of Ivana Baiul, who sends them on life-threatening black ops assignments.-Publication history:The series lasted 32 issues, and was a...
#1 bore eight different covers, one a group shot and the rest representing the seven deadly sins
Seven deadly sins
The 7 Deadly Sins, also known as the Capital Vices or Cardinal Sins, is a classification of objectionable vices that have been used since early Christian times to educate and instruct followers concerning fallen humanity's tendency to sin...
.
Chase covers
Due to shortages due to production errors, some variant covers came to be known as "chase covers", as many scrambled to find them, much as baseball cardBaseball card
A baseball card is a type of trading card relating to baseball, usually printed on some type of paper stock or card stock. A card will usually feature one or more baseball players or other baseball-related sports figures...
collectors sought chase cards. Publishers created chase covers by issuing variants in ratios designed to make one variant rare. They also began to produce retailer-incentive copies - identical to the retail version, but with covers usually printed or embossed in silver or gold - with one retailer-incentive shipping for every 25 or 50 copies of the regular issue that the retailer ordered. Some smaller publishers, such as Verotik
Verotik
Verotik is a mature-themed comic book company founded in the early 90's by heavy metal/punk musician Glenn Danzig . The comics are aimed toward adult readers as they often contain imagery of a sexual and/or violent nature...
created pricy adult-only variants depicting nudity. Additionally, comic book conventions gave attendees convention-exclusive variants as part of their convention packages.
Post-Boom
In the years since the boom ended, with the remaining readers and publishers left in shellshock, publishers generally shied away from producing comics that appeared to be directed at collectors, variant covers among them. Recently, however, variant covers have made a comeback.DC Comics
The 2004 limited seriesLimited series
A limited series is a comic book series with a set number of installments. A limited series differs from an ongoing series in that the number of issues is determined before production and it differs from a one shot in that it is composed of multiple issues....
Identity Crisis from DC Comics was so popular that every issue went through multiple printings, each with a different cover. Some fans who had already bought the first printing bought the variants to complete their collection. Seeing this, other publishers tried to duplicate the success. For instance, for every set number of issues a retailer ordered of New Avengers #1-6, they received a retailer-incentive issue featuring art by a heavily promoted Marvel artist.
In addition to retailer incentives, publishers again publish simple variants, though usually in equal proportions. Since Identity Crisis, second printings usually have a different cover, often merely the alteration or removal of color.
Marvel Comics
In the post boom, Marvel Comics used variant covers on various occasions. When the Marvel ZombiesMarvel Zombies
Marvel Zombies is a five-issue limited series published from December 2005 to April 2006 by Marvel Comics. The series was written by Robert Kirkman with art by Sean Phillips and covers by Arthur Suydam. It was the first series in the Marvel Zombies series of related stories...
universe first appeared in 2005's Ultimate Fantastic Four
Ultimate Fantastic Four
Ultimate Fantastic Four is a superhero comic book series published by Marvel Comics. The series is a modernized re-imagining of Marvel's long-running Fantastic Four comic book franchise as part of its Ultimate Marvel imprint...
#21, the popularity spawned a limited series. The limited series would feature several variant covers by Arthur Suydam
Arthur Suydam
Arthur Suydam is an American comic book artist and musician. He has done artwork for magazines including Heavy Metal, Epic Illustrated and National Lampoon, while his comic book work includes Batman, Conan, Tarzan, Predator, Aliens, Death Dealer, and Marvel Zombies.-Illustration:Suydam has...
. Classic Marvel Comics covers were reproduced with a zombie motif.
To celebrate the inauguration of Barack Obama
Barack Obama
Barack Hussein Obama II is the 44th and current President of the United States. He is the first African American to hold the office. Obama previously served as a United States Senator from Illinois, from January 2005 until he resigned following his victory in the 2008 presidential election.Born in...
, Amazing Spider-Man #583 presented an all-new story teaming up President Obama and Spider-Man in Spidey Meets the President! The title featured five variant covers.
In honor of Wolverine's 35th anniversary, Marvel Comics
Marvel Comics
Marvel Worldwide, Inc., commonly referred to as Marvel Comics and formerly Marvel Publishing, Inc. and Marvel Comics Group, is an American company that publishes comic books and related media...
announced that numerous Marvel titles would feature Wolverine Art Appreciation Variant covers in April. Styles will be reminiscent of Pablo Picasso, Salvador Dalí, Andy Warhol.
The first issues to feature a Wolverine Art Appreciation variant cover were Captain Britain and MI13 #12, Amazing Spider-man #590, Hulk #11, Uncanny X-Men #508, and Secret Warriors #3.
Avatar Press
One of the most prolific users of variant covers in the modern age is Avatar PressAvatar Press
Avatar Press is an independent American publisher of comic books, founded in 1996 by William A. Christensen, and based in Rantoul, Illinois.Avatar initially published only mini-series; however, they have since begun to branch out...
- indeed, it is the norm for their comic books (especially first issues) to ship with a myriad of alternative covers. The first issue of the Stargate Atlantis: Wraithfall
Stargate Atlantis
Stargate Atlantis is a Canadian-American adventure and military science fiction television series and part of MGM's Stargate franchise. The show was created by Brad Wright and Robert C. Cooper as a spin-off series of Stargate SG-1, which was created by Wright and Jonathan Glassner and was itself...
mini-series, for example, shipped with six variant edition covers, and Lady Death: Blacklands #1/2
Lady Death
Lady Death is a fictional character, a comic book goddess created by Brian Pulido and Steven Hughes. Lady Death first appeared in Evil Ernie #1 by Eternity Comics in December 1991. Lady Death then reappeared in the Evil Ernie: The Resurrection mini-series published by Pulido under his now defunct...
with eight.
Outside of comics
The practice of issuing variant covers has spread to some magazineMagazine
Magazines, periodicals, glossies or serials are publications, generally published on a regular schedule, containing a variety of articles. They are generally financed by advertising, by a purchase price, by pre-paid magazine subscriptions, or all three...
s, notably TV Guide
TV Guide
TV Guide is a weekly American magazine with listings of TV shows.In addition to TV listings, the publication features television-related news, celebrity interviews, gossip and film reviews and crossword puzzles...
, which has its own collector's market. TV Guide variant cover issues carry a theme, with each cover most often depicting a different character from a TV series. Past themes have included Dawson's Creek
Dawson's Creek
Dawson's Creek is an American teen drama television series which debuted on January 20, 1998, on The WB Television Network and was produced by Sony Pictures Television. The show is set in the fictional seaside town of Capeside, Massachusetts, and in Boston, Massachusetts, during the later seasons...
(the first), Friends
Friends
Friends is an American sitcom created by David Crane and Marta Kauffman, which aired on NBC from September 22, 1994 to May 6, 2004. The series revolves around a group of friends in Manhattan. The series was produced by Bright/Kauffman/Crane Productions, in association with Warner Bros. Television...
, and Smallville
Smallville (TV series)
Smallville is an American television series developed by writers/producers Alfred Gough and Miles Millar based on the DC Comics character Superman, originally created by Jerry Siegel and Joe Shuster. The television series was initially broadcast by The WB Television Network , premiering on October...
.