(Comics Retailing) A week ago we took a look at the advance planning for next year's Free Comic Book Day, an annual opportunity for comic-book stores to promote themselves by giving away copies of comics to (presumably) new and lapsed comics readers. The current question on the table is whether next year's event will be timed to coincide with a comic-book themed movie, or whether to stay on the same day as previous events and attempt to plug comics on their own turns.
Well, ICv2 is now reporting the results of a survey conducted by Diamond Comic Distributors of retailers who participated in this year's events, providing a little more information on which to mull the decision:
"The results on the Day itself were good. About 52% of respondents reported better traffic than last year, and 56% reported better sales. Only 14% had worse traffic, and 18% worse sales than on FCBD 2002.
"And the traffic had a great composition. On average, retailers reported that over 30% of the customers on FCBD were new, and nearly 15% were returning (hadn't been in a comic store for a long time). The mean traffic was 332 customers per location, with a range of 20 to 4,500 customers per location."
More significantly: of the retailers who responded to the survey, roughly two-thirds reported promoting the event more aggressively than they did last year; of those, some 43% reported that tie-ins with movie theaters (presumably showing X-Men II) were the most effective means of promotion.
Does this mean that retailers should therefore vote for a movie date for next year's Free Comic Book Day? Certainly the evidence for doing so would seem to be stronger. That said, the argument that I used last week still holds some weight -- the notion that comics are best promoted through movies is self-defeating in the long run, as it promotes the notion that there's no other real draw possible for the medium. Furthermore, retailers should beware tying themselves to an untrustworthy engine; as today's issue of USA Today notes, Hollywood had considerably less success with superhero-themed films than they bargained upon, and the notion that the superhero fad will always be there to drive customers into the shops for the event is dubious at best. To the event that comics shops need a better hook with which to draw in new people for Free Comic Book Day than, you know, free comics, I would argue that in the current market it actually makes more sense to attempt to align the event with manga products and televised anime -- of course, this would be a self-defeating move for shops who don't cater to such tastes to begin with.