Normally I don’t post comments I’ve posted on other sites in my journal, but I’m going to make an exception with this post because I find the topic quite interesting.
The topic? The mixed media crossover between CBS’s Guiding Light and Marvel Comics. On the November 1 episode of the daytime soap opera Guiding Light, actress Beth Ehlers plays Harley Davidson Cooper, a woman who is given special powers due to a freak accident. Cooper is a major character in the Guiding Light cast. Marvel has produced an eight-page story featuring Marvel characters and Guiding Light characters to celebrate the event, and the story will appear in the issues of several Marvel comics.
Soap operas have had wacky stories like this before. Many soap operas are known for having “fantasy moments” where they stick their characters in a completely different setting with new stories. They’ve had characters travel back in time to the Old West and visit futuristic underground cities. This is the first time I’ve heard of a superhero story though.
I think it’s a great way to reach a new audience. Unfortunately, companies need to have something to sell to that audience once they have their attention or else it’s pretty much a waste of time. What does Marvel have right now to offer the stay-at-home mother who wants to forget about the pile of laundry and her screaming kid, or the homesick college student who wants something comforting and familiar, or the tired working woman who wants to zone out with a romantic fantasy before the night shift starts? How about the female viewer who wants a damn good romantic story and a heroine to root for? Marvel has some amazing books, but for the most part, those amazing books feature power fantasies for men and boys. And the books that don’t are for a much younger audience than the one watching soap operas. Does Marvel even have a romance comic geared towards grown women? Why not? What about an action comic that stars a woman and features a heavy dose of romance? If I worked at Marvel, I would have had something lined up to sell to these women. Maybe a Dakota North series or something with Friday Foster. Hell, even Daughters of the Dragon or She-Hulk could have been slightly retooled to fit.
But something tells me the women who watch soap operas will be reading manga romances and books like 12 Reasons Why I Love Her long before women interested in soaps will ever really be courted by Marvel and DC (not counting CMX/Vertigo/Milestone). Manga and independent comic companies already have the daughters and little sisters hooked, and they don’t have to change their product all that much to snag the mothers and older sisters too. Nor do they even have to change the place where they’ve set up shop. After all, women are in the manga/graphic novel section all the time. Someone has to go in and drag those kids and teens out of Borders.
Still, I think it was a good idea that will get the women watching soaps to think about superheroes. And once they do a little research, they’ll see that Marvel has some fabulous superhero books that are geared towards their husbands, boyfriends, younger siblings, and kids. And while they’re buying comics for all those other people, maybe they’ll drift a step or two over and buy some indie and manga books for themselves.
Also, many of the old cast members from B- and C-level nerdbait shows like Mutant X often go on to star as heartthrobs in soaps. Those actors can be wonderful marketing tools if used correctly. Someone should look into that.