How the DC Comics Has Set Itself Apart in the Entertainment Industry
By: Kimberly Grant
Everyone wants to be special. For some of us, our parents spent a lot of time telling us how special we are and how the world is lucky to have us. In fact, the Baby Boomers and Generation Xers have come to view Millennials as the “Special Generation”. Of course, this was said ironically because Millennials are colloquially classified as “everyone get a trophy”.
In marketing and distribution terms, being special entails an entity having such unique qualities that their product will be highly sought after by the end user (or consumer). There are 3 key factors that categorize an entity as having a specialization:
- Talent, ability, training, skillsets
- Preferences, beliefs, culture, and customers
- Resources available
Now, it’s easy to see the above as something to describe a human person (Millennials, maybe?). However, these characteristics can describe a company, an industry, or a specific product. Because I’m a huge fan of comic book TV and movies, let’s take a closer look at DC Comics.
Special Characters
If you ask most DC Comics fans in an informal poll who their favorite DC character is, you would hear either Batman, Superman, or the Flash. Since Wonder Woman made its debut in 2017, the number of fans naming Diana Prince as their favorite character has increased. The good news is that there is no right or wrong answer. Because all of those characters named above are a part of the DC Universe and the actors who play these characters have talent, ability, martial arts training, and skillsets that draw audience members in.
Personally, my favorite DC characters include Wonder Woman, the Flash, Supergirl, Damien Darhk, and Cisco Ramon (aka Vibe). As a movie critic in my spare time, I can appreciate actors with enough talent to bring their own brand to a character. This brand makes it easier for Warner Bros. to market their DC Comics brand to fans like me.
Fans of Special
The DC brand also informs character development, which draws audience members in. These audience members have adapted to the culture of DC. An example of the vast culture of DC was highlighted in my post “Socializing & DC Fanning Out”. Anyone who has immersed themselves in the DC Comics Universe have come to see their brand image as dark. DC Comics (Suicide Squad, Arrow) have long been considered the dark comics to Marvel Comics’ bright and cheery offerings.
Examples of DC’s dark fare include anything where Batman is a main character, the latest Superman movies, and even Lucifer. Darkness is so engrained in the culture of DC that the Dark Knight series is one of DC’s most popular franchises. Of course, the DC brand would be nowhere without its resources.
Shared Special Resources
Typically, a brand’s resources include labor, physical location, support, and regulations. In the case of DC Comics, their resources include a large labor force in the comic book, television (the CW), and movie industries that are all owned by Warner Media. They have a vast fan base that interacts with the brand. Talk about a resource, Warner Bros. has been around since 1923 and does not appear to be slowing down. With that level of support, DC has been able to solidify itself in the vast comic book entertainment industry.
Make no mistake, though. Marvel Entertainment, owned by Disney, has the same access to resources. Both comic book brands have also been able to learn from each other when it comes to the TV and movie industries, without stepping on each other’s toes. However, the comic book entertainment industry is quite specialized. So, specialized that its market share is mostly divided between Marvel and DC. Marvel’s brand is synonymous with wholesomeness and adventure. That said, DC has set itself apart from Marvel by providing its fans with dark, introspective characters who face moral dilemmas.
Specializing in Entertainment
Therein lies the major difference between the Marvel and DC brands. Both use the same type of distribution channels and occasionally share the same actors to support their franchises (read: Ryan Reynolds as the Green Lantern and Deadpool). And, both have their own unique take on their brand. Although, DC seems to have more die-hard fans than Marvel; as seen with the DC Fandome events.
Being special in any industry is a great way to put your best foot forward; even if you are in lock step with your competition. A major part of specialization is, you guessed it, setting yourself apart from your top competitor. It also helps to have a huge fan base of people who like emo characters. With DC’s introspective look at darkness, it has adapted to its core fan base and put the “special” in specialization.
Interested in more entertainment marketing tips? You can read my post on distribution here.
