It is astounding to me that more creators aren’t talking about the partnership between writer Jonathan Safran Foer and Chipotle CEO Steve Ellis to add the works of famous authors to Chipotle packaging. It’s a brilliant merger between art and commerce, the kind once largely enjoyed by the world of comics. With the swift disappearance of the comic strip from newspapers, much like the removal of cartoon shorts before movies, we’ve created an environment where comics must be sought out in specialty shops by diehard fans. We’ve dismissed the casual reader and the curious bystander.
Of course, readers have abandoned newspapers almost as swiftly as newspapers in turn abandoned comics. To fight for a return of the comic strip to the daily newspaper is to seek shelter in a condemned house. Art must be brought to the masses—and the masses are dining on fast food, downloading apps, and utilizing social media to engage with others. It might seem as if our fast-paced world has simply outgrown the comic. This is false. In fact we have been primed for it, more than ever used to taking in information through an alloy of written and visual content. And that is exactly what comics are.
Of course the Technicolor exploits of the superhero can’t be replicated on a Chipotle bag. And it would be odd to package sequential-art sagas with the latest digital magazine. But one can certainly enjoy a one-page comic by Rashida Jones and Josh Cochran upon downloading the recent issue of Glamour. And it would be fairly easy to add a comic such as xkcd to a store’s packaging.
Yet a creator’s reach will only be as broad as his willingness to reach out to others. Sadly there is a xenophobic streak that runs through the comic industry that inhibits the ability to embrace novel ideas—and people. The world of webcomics does appear to be more welcoming than the neighboring realm of print, and perhaps that is where new unions between art and commerce will be found.