Over the last few years, Valiant Comics has grown from just
an "indie alternative" to the superhero universes of Marvel and DC to
their legitimate competition. I was too young back when Valiant-- no wait... --back
when VALIANT was at its zenith and I completely missed out when they relaunched
their line a couple of years ago and got to where they are now. Last year, I
attended a panel by Dinesh Shamdasani (CEO & Chief Creative Officer at
Valiant Entertainment) at the Delhi Comic Con. Hearing him talk with such enthusiasm
about his characters motivated me to go check out the buzz surrounding their
comics. Over the next few weeks, I would be reading some their best stories, would
be going through all of their "tipping points": stories that shaped their
current universe, and hopefully, I would be sharing my thoughts here. But
before I go read the stories, I wanted to know the backstory of this publisher.
I have come to realise studying the history of a comic book publisher helps in
understanding their stories better: why it is they do the story that they do.
(Quick example: the reason the Justice League, in every origin story, comes together
by accident is that the DC Universe was never cohesive to begin with. Batman
existed in his own bubble, Superman existed in his own; except an odd story
together. Marvel, on the other hand, was planned from the beginning by creators
such as Stan Lee, Jack Kirby, Steve Ditko, and more. And thus, the Avengers are
always brought together.)
The more I read, the more I realised that the history of
Valiant Comics could be broken into three chapters. Or in simpler terms: things
were great, then stuff happened, now it's all good again.
Chapter One: VALIANT Comics
In the late 80s, Jim Shooter took over as the editor-in-chief
at Marvel after Stan Lee left for Los Angeles to oversee the then embryonic
Marvel TV, animation, live action movies division. Although he brought out some
of Marvel's best books during his tenure, including Frank Miller's Daredevil,
Chris Claremont and John Bryne's Uncanny X-Men, and written by himself,
and what is considered to be Marvel's first major crossover (or "event"),
Secret Wars, Shooter also had a reputation for being a bully. He was known
to hammer his way into every creative decision. Over time the voices of disapproval
grew strong enough and Shooter was fired from Marvel in 1987.
Shooter decided to form his own company and launched Voyager
Communications with Steve Massarsky (a small time artist manager), Winston
Fowlkes (publishing veteran from Time Inc.), and Michael Nugent and Melanie
Okun (investors from Triumph Capital). He gathered his pals from Marvel, which
included Bob Layton (creator of some of the best Iron Man stories, including Demon
in a Bottle) and Barry Windsor-Smith (one of the greatest illustrators of
all time). Together they formed the creative force behind VALIANT Comics.
Shooter wanted to write superhero comics, both create new and use the characters he bought from Gold Key Comics. Massarsky, however,
wanted to enter the mass media market and brokered a deal with Nintendo.
Although he was dissatisfied, Shooter liked the idea of directly entering mass
media market.
Things did not work out, though. Turned out no one wanted to
read stories about Mario, everybody wanted to experience a story about
Mario through a video game. Reportedly, VALIANT lost 3.3 million dollars in two
and a half years.
After a few more failed ventures, Shooter finally convinced Massarsky
to go back to publishing superheroes. It was the right decision. In 1992, the
company returned to profit. Half year down the line, VALIANT was voted by retailers
at a Diamond convention as the publisher of the year and Jim Shooter won the Diamond
Gemmi award for lifetime achievement alongside Stan Lee. At the same convention
next year, VALIANT beat DC and Marvel and won the Best Publisher over 5% Market
Share. A feat that stands till date.
It did so by making both smart creative and business
decisions. Unity, VALIANT's eighteen-part crossover, officially began
with Unity #0, which was given away free at comic book stores. This, and
the event in general, drew in thousands of new readers, with sales rivalling the
biggest books by Marvel and DC. These new readers wanted to know more about the
pre-Unity VALIANT books, but since VALIANT Comics had relatively small
print runs, getting those books was difficult, which in turn made them
"collectables". VALIANT Comics also came up with the idea of the #0
-- zero issue or origin story -- which is now a popular industry concept.
Things weren't so great behind-the-scenes, though. Triumph
Capital LP, the money behind Voyager Communications, was beginning to see a
return on their initial investment, and saw a chance to make a lot of money by
selling the company. This made sense. Triumph was, after all, a venture company,
not a comics publisher. Once the sheer profit of a sale became apparent to
Triumph, it was time to get their money and go. They planned on selling their
share to investors Charles Lazarus of Toys "R" Us, Michael Ovitz and Wayne
Huizenga from Blockbuster Video. Shooter would have no creative control in this
deal and was offered an employment contract.
He left.
Fortunately for the readers, Bob Layton and Co. kept the
comic book side of the company running and put out great stories every month.
This is not to say that the behind-the-scenes drama did no damage to the
machine.
In early 1994, VALIANT teamed up with Image Comics to do an
inter-company crossover called Deathmate. Image has a similar "origin
story" as VALIANT. It was also formed by former Marvel creators, but
unlike VALIANT, it did not have a cohesive universe but rather, similar to Dark
Horse Comics, it had smaller studios publishing their own stories under the
bigger Image Comics umbrella. Deathmate was marred by scheduling and
production delays, particularly from Image's side. Retailers who had ordered in bulk
suffered heavy losses. At the same time, the comic book boom imploded and the
magic that was VALIANT seemed to have died down.
Chapter Two: Acclaim Entertainment
In late 1994 / early 1995, Massarsky sold VALIANT to Acclaim
Entertainment for $65 million. Acclaim began reshaping the VALIANT characters
into properties more suited for video games, which was Acclaim's bread and butter.
Some characters like Turok made smooth transition to the new media. Others, however,
very not so lucky. (Like X-O Manowar, who was teamed up with Iron Man in a game
called Heavy Metal.)
This is not to say that Acclaim were not committed to making
comic books. They got heavy hitters like Mark Waid, Garth Ennis, and more, to write their
biggest characters. However, these characters were simply too much changed to suit
Acclaim's vision for their video games that fans barely recognized them any more.
The characters they had come to love over the years were gone. The books
performed poorly both financially and critically. Quantum and Woody,
though, was very well received.
Acclaim even got Jim Shooter back to do Unity 2000, a
miniseries that was supposed to bridge the old VALIANT universe and the then-current
Acclaim universe. Sadly, only three of the scheduled six books were published
as Acclaim got into deep financial troubles, and by 2004, Acclaim Entertainment
filed for bankruptcy.
Chapter Three: Valiant Entertainment
Dinesh Shamdasani and Jason Kothari, entrepreneurs and fans
of VALIANT comics, learned that the entire VALIANT comics characters library is
up for auction at a rather obtainable price. Dinesh gathered some investors and
made a bid for it.
Although Dinesh and Co. lost, the company that did win the auction
pulled out after they found that another company had filed for intent-to-use on
several VALIANT characters. The group that claimed the right to the names of these
characters called themselves Valiant Intellectual Properties while Dinesh named
his group Valiant Entertainment. Valiant v Valiant, in court.
Reportedly, Valiant Intellectual Properties hired a big shot
lawyer, one well versed with cases associated with comic book IPs, who ended up
costing them a fortune. Two years later and thousands of dollars down, VIP were
forced into a settlement.
In 2008, Valiant Entertainment did their first announcement
after procuring the rights. They announced the return of Jim Shooter (Although
it didn't really work out. More on that in a bit.). They hired Warren Simons as
Editor-in-Chief. They got an investment from Peter Cuneo, former Marvel CEO,
who came on as Valiant's chairman with his son, Gavin Cuneo, an experienced
investment banker, as CFO.
(Jim Shooter was fired for a breach of contract after he went
out to work for Dark Horse Comics relaunch of Gold Key Comics characters -- characters, who were part of the original VALIANT universe.)
Valiant Entertainment gradually went out to rebuild their fanbase.
Rather than building their brand on nostalgia, Valiant rebuilt them on accessibility:
anybody should pick up the books and get instantly hooked up. They "broke down
characters and redesigned them". In a good way. They started "Summer
of Valiant," that announced new books with great creative teams annually, signalling new directions that kept things fresh.
To their credit, Dinesh and Co. realized that they can't
compete with the Big 2 when it came to hiring big names for their books. So,
they went "moneyball". They hired people who, for the lack of a
better term, were cheap, but were very good at what they did. They got Robert
Venditti, who at that time was relatively unknown but had made the right noises
with The Surrogates, to write X-O Manowar. They got Justin Jordon, who at
that time was relatively unknown but had made the right noises with The
Legend of Luthor Strode, for Shadowman. They got Joshua Dysart, who at that
time was relatively unknown but had made the right noises with The Unknown
Soldier, for Harbinger. And so on.
It paid off wonderfully. In just three to four years,
Valiant Comics grew exponentially. Consider this: their latest crossover, Book
of Death, topped 200,000 in sales and became “the most successful
independent crossover event of the decade”. Sony has optioned Bloodshot and
Harbinger for a shared universe set of films similar to the Marvel Cinematic
Universe. In short, things are looking great.
And with that, ladies and gentlemen, we are done with the
history lesson. Next, we take a look at the very first event of this publisher.
We take a look at Unity.