Variants Is Marvel’s Best Cross-Promotional Marketing

Variants is a currently ongoing series from Marvel Comics, being the first series featuring Jessica Jones in years. The head of Alias ​​Investigations hasn’t been in the limelight for quite some time, likely because she hasn’t really interacted with the wider Marvel Cinematic Universe yet. Sure, she had her own Netflix TV series, but so far there hasn’t been a direct crossover with her and the big name Avengers. Ironically, his latest book is still a bit of an odd synergy between the comics and the MCU.


The Marvel Cinematic Universe currently focuses on the concept of “variants” and multiverses, with the premise informing movies and shows for the long haul. Since there is a monthly comic that literally contains the name of this concept, it gives casual comic book readers a way to pick up a title that already sounds somewhat familiar. By applying this strange “synergy”, this could be one of the best examples in the medium’s modern history.

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Variants feature alternate versions of a Netflix hero

Variants (by Gail Simone, Phil Noto and VC’s Cory Petit) is a sort of mystery comic in which Jessica Jones is visited by different variations of herself from across the multiverse. One of them includes a version of the heroine who has become the Earth version of Captain America. As if these different versions of herself weren’t confusing, Jessica is also faced with the return of her greatest villain: Purple Man.

The Multiverse also appears more outside of the comics, with the current arc of the Marvel Cinematic Universe being titled “Multiverse Saga.” The idea of ​​variants has been a recurring element, with alternate versions of familiar MCU heroes and villains appearing in different movies and TV shows. The MCU didn’t invent the idea of ​​the multiverse, but the fact that Variants fate as the movies push the concept so hard is far more than a coincidence. It’s also more successful than previous attempts at the various comic book titles to keep up with popular MCU movies.


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Variants are the best kind of movie/comic synergy

Many comics have come out over the years that attempt to cash in on a movie or TV show featuring a certain character. For example, a Jane Foster Thor the comic was released to coincide with Thor: Love and Thunderwhile a short time Morbius ongoing was launched around the time the film was originally supposed to be released. For more traditional characters that already had ongoing comics, other forms of synergy were applied. For example, Batman’s suit would be given a dark coloring in 1990s comics to match his black suit in the Tim Burton/Joel Schumacher films, while Marvel briefly toyed with the idea that Spider-Man would have organic web shooters in the wake. of the success of Sam Raimi Spider Man movies.


Many of the more obvious “tie-in” comics are aimed more at newcomers than long-time fans, and their events are rarely, if ever, recognized on the road. Likewise, with changes made specifically to match the movies, they tend to fail for one important reason: comic book stories aren’t the movies. They are two distinct mediums and continuities, and trying to juxtapose them only confuses some and irritates others. Variants avoids this problem by addressing the same underlying concept as the current crop of MCU movies (the multiverse and the variants), albeit in a very different way. For one, it does this with a character that the Marvel Cinematic Universe doesn’t currently use, while playing a character as other heroes (the Captain America Jessica Jones variant).


It’s very different from what Doctor Strange and the Multiverse of Madness, Spider-Man: No Coming Home and even the TV series Loki made with the multiverse. Thereby, Variants is able to tell the story the creative team wants, all without imitating the movies too much or disrupting the flow of Marvel Comics continuity. That way, fans new and old can read and get a great story that’s both familiar and unique.

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