Sean Howe begins his history of Marvel Comics in 1961 with
publisher Martin Goodman ordering Stan Lee to produce a knock-off of rival DC's
new and successful Justice League Of America. As Howe puts it, Lee's
"mandate" was to "steal this idea and create a team of
superheroes", and that's exactly what happened. Right from the beginning
of the comics industry, Goodman's MO had always been to jump from one trend to
another, opportunistically exploiting the innovation of others with a flood of
the cheapest possible product before moving on, and on, and on. Yet the profoundly disillusioned and
fundamentally bored Lee took Goodman's diktat and broke with the bottom-feeding
cycle of creatively moribund, exploitation kid's comics. Instead, he and his
artistic collaborator Jack Kirby effectively highjacked what was to become the
Fantastic Four as a means to express their own artistic ambitions. As such, the
comic was from the off anything but more of the same, and beyond the fact that
it starred a group of super-people, it bore little resemblance to the Justice
League at all. A fundamentally different kind of superhero comic, it was far
darker in tone and often considerably more intense than just about anything the
cape'n'chest insignia brigade had ever seen. With its plots driven by soap
operatic degrees of conflict and tragedy matched to phenomenally inventive and
powerful visual storytelling, the Fantastic Four was soon a hit, and Goodman
could start to exploit his own company’s achievements. More than that, Lee and
Kirby’s work began to suggest that the superhero comic could be considerably
more than just a socially scorned method for separating easily-distracted
children from their dimes.
It's an often told story which Howe summaries well, and it's
worth repeating here because the writer smartly uses it to emphasise how Marvel
was quite literally born from the conflict between profit and self-expression.
Flick forward 440 pages or so and Howe's account of the Marvel of the 21st
century shows that that conflict's been definitively resolved in favour of the company's corporate owners. Many of the original
creators of the intellectual property that's the Marvel Universe - such as artists Jack Kirby and Steve Ditko - had swiftly
found themselves enmeshed in disputes over artistic freedom and due credit,
royalties and ownership. In the post-Millennium period, as Howe tells us,
"those (creators) who fared best were those who held no illusions about
the relative priorities of commercial viability and personal expression".
When Howe quotes film producer Avi Arad explaining that it’s the comics
responsibility to serve Marvel’s merchandising interests, the reader’s
left in no doubt that today’s superhero universe is first and foremost an
expression of corporate interest.
The myth that Marvel could be anything but has been a long
time dying. Even now, the company often attempts to spin a modern-era take on
Lee's unique brand of all-for-one, more-bang-for-your-buck hucksterism.
Marketing Marvel as a family and recasting the company's consumers as a
community was one of Lee's most brilliant innovations. It combined with the
illusion that Marvel's books would become ever more ambitious and entertaining,
and created the sense of a world which didn't just distract the reader, but
represented them too. In that, the company offered not just entertainment to
its diehard followers, but the vague and compelling sense of an alternative society. One day, the
most gifted and fortunate of fans might even be able to move into the temple
itself and contribute their own talents to the cause. The ethical standards
espoused by Marvel's costumed adventurers combined with Lee's depiction of the
company as an Utopian employer to create a
deeply attractive and almost counter-cultural sense of a better world.
To come across that brew at a susceptible age was to run the risk of developing
not just a deep attachment to Marvel's products, but to the very idea of the
publisher itself.
But as Howe
emphasises, there never was a Bullpen composed of a joyous, united host of
inspirational artists and writers. Though there were brief moments when the
perceived interests of fnance, management and creators appeared to coincide,
the clash between ownership and individual creativity soon re-emerged. Caught
for a moment in the Sixties between the two sides, Lee is shown repeatedly
opting for the self-interest of service to the company rather than any more
Utopian values. Though quite rightly deeply respectful of Lee's achievements in the early
years of the Marvel era, Howe appears to have no doubt that the man himself was
only too happy to leave both comics and the interests of his fellow creators
behind as he manoeuvred himself out to the media promised land of the West Coast.
Time and time again, Howe portrays the essential discontinuity between what
Marvel appeared to stand for and how it actually operated. Creative talent is
constantly shown to have been treated carelessly, callously and even maliciously. The way in
which Lee's earliest and most brilliant collaborators such as Jack Kirby and
Steve Ditko were exploited is perhaps a despairingly familiar business to many. Yet the
capacity of the various and often-changing powers-that-be at the company to
screw over its employees emerges as shocking even to those who've spent years -
perhaps even decades - following such matters. To know of the many and various
acts of irresponsibility, parsimoniousness,
abuse, deception, power-mongering and stupidity is one thing. To read of one
such an act after another is to feel an ever-darkening sense of futility and
despair. Certainly anybody convinced that businessmen and the managers they appoint are by their very nature
ethical and efficient servants of the greater good ought to be presented with
Howe's work. Perhaps nowhere is the sense that all but the lucky and powerful
few were always doomed to an unhappy end at Marvel is summed up in the
following quote from Chris Claremont. Once the darling of the company for the
way he raised the X-Men from a low-selling also-ran to a property capable of
generating tens and hundreds of millions of dollars,
Claremont eventually found himself exiled from the very books he helped to make so much
of;
"I recall seeing (Superman creator) Jerry Seigel, then
working as a proofreader, hustling around the office and trying to get writing
jobs. I said to myself, I'm never going to be one of those guys. Now I look on
the stands and see comics of all these characters I created, and Marvel won't
let me write them."
It is more than possible to read Howe’s book as a record of
how a set of uniquely valuable properties were finally delivered into
profitability. To those not of a bent to celebrate corporate accumulation as an end
in itself, Marvel Comics The Untold Story offers an account of how the
Lee-proclaimed House Of Ideas has been run not just heartlessly, but
all-too-often incompetently run as well. Yet none of this is to say that Howe has
produced a Manichean account of Marvel's history which unconditionally
celebrates the talent while denigrating the management and the owners. Those at
the top of the tree aren't always portrayed as capitalism's running dogs, while
those toiling over typewriters, drawing boards and computers are often portrayed
as dopey-headed and cruel-hearted themselves. Editors from Roy Thomas through Archie Godwin to Mark Gruenwaldand Joe Quesada are portrayed with a considerable degree of respect. And though Jack Kirby is always
treated with both admiration and sympathy, the author is always careful
to show that the King himself was at moments capable of compromising behaviour. Similarly, if Howard The Duck
creator Steve Gerber is often used to represent the artist whose rights have
been trampled upon, then his serious problems with deadlines and an unfortunate
deception of editor Tom Breevort in the 1990s aren't skirted over either.
Admirably, Howe's tendency is always towards a measured and verifiable account
of what the fights were about and where the bodies were buried. His triumph is to
synthesise a huge amount of printed material, supplement it with a mass of
original research and then lay out each innovation, fight, achievement,
back-stab, breakthrough and screw-up one after another in an ultimately heart-crushing
sequence. He may not rant, spit and stab like a great many dedicated and
disillusioned fanboys would have, but that just makes his evenly-expressed work
all the more powerful and damning. For
those of us who grew up swallowing the myths of the all-for-one Bullpen and
associating our own youthful lives with the values of Marvel’s various
superheroes, Howe's work, in all its sympathy and balance, can be a distinctly uneasy read.
Given how much ground the writer sets out to cover in this single volume, it seems churlish to quibble
about what does and doesn’t appear in the book. Some may feel that he ought
to have taken a more openly polemical approach, while others might bemoan the fact
that this is a record of how a business developed far more than a detailed
record of its products. Caught between the needs of the outraged
loather of the company and the Rumpishly partisan reader, Howe’s book can often seem to be skating
across events which demand a greater degree of attention. To my mind, I wish
there’d been even more time invested in issues such as the representation of
minority groups both in the comics and the workplace. (There’s nothing here
that matches Christopher Priest’s account of what working for Marvel as a Black
creator could regrettably involve, for example.) But the greatest weakness in
what’s often a fine history is Howe’s coverage of post-Millennium period. The years following the departure of Bill Jemas in 2004 is covered in just 8
pages, and the impression that’s given there is of a company which has, for all of
the challenges before it, resolved the tension between the artist and the company.
Yet there’s been a series of stories in the period since in which creators have expressed disappointment at the degree to which management is determining the content of their work, the most recent of which has come from
the departing Greg Rucka. And when Howe argues that today's "writing and
art work ... is ... more sophisticated than ever before", the problems associated with
the likes of deconstructed storytelling, Event marketing, editorially
mutton-headed decisions, the lack of political engagement in the comics, and the failure to
reflect much beyond a narrow niche of white readers all disappear in a
generally optimistic glow. There’s certainly no trace of the content of the stories
which have appeared in2011 on Bleeding Cool and The Beat concerning the
apparently savage and capricious financial restraints which afflict the company
and many of its employees in a year in which its products have generated hundreds of
millions of dollars of revenue.
* "Despite what the publishers say, their interest in the talent is
minimal now, the interest is only in promoting the financial worth of
their properties.", from CliNT October 2012
Despite that, Marvel Comics The Untold Story is a
substantial, equitable and thoroughly enjoyable if rather depressing read. It certainly lays out the human
cost of Marvel’s current commercial wellbeing as a generator of massively
lucrative copyrights. But it also celebrates both the best of the company's comic book
achievements and the most gifted of the women and men who created, edited and marketed them. But in the end, what it
leaves the reader with is a clear sense that capital if not commercial wisdom has tended to win
out at the cost of the very thing which once made the company so vital and influential. The priority given to the preserving of intellectual property for
exploitation in other media means that the superhero tale has remained at heart
a deeply conservative sub-genre. The brief moment of radical innovation which
resulted in Lee and Kirby's Fantastic Four sparked off the Marvel Revolution of the early Sixties, but it soon became an example of what not to do. “Publishing
was where it all started, and it was a great source” declared Avi Arad, “But
the big deal for the company was merchandising …”. Lee, Kirby and Ditko's revolt swiftly
collapsed into style, into Lee's infamous "illusion of change". Few creators are brilliant enough to make something truly worthwhile of a story whose events will almost inevitably be cancelled out in the eventual back-to-basics reboot. Marvel was born out of radical change, but now most of the creative energy invested into it goes towards ensuring that its products seems to be daring and innovative while rarely being anything of the sort. Those few writers, artists and editors who do succeed in producing remarkable work under such constriants deserve a substantial degree of respect for their achievements.
To arrive at the black and white photograph of Stan Lee and
Jack Kirby laughing together in 1965 which so pertinently closes the book is to
feel a terrible sense of loss and betrayal. Both men are formally dressed and yet
they appear quite relaxed if not somewhat refreshed. Kirby’s hand rests on Lee’s left arm as if he had
just one more thing to say, but for all his good cheer, Lee appears to have eyes only for the camera. It’s
enough to make the reader wish that they didn’t know what was to come for the relationship
between the two men, or of how little
substance the myth of the House Of Ideas ever truly held after its first few years of existence.
The TooBusyThinking verdict; A fine book that's well worth the investing in, or, in fewer words; buy!
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