To quote myself from another thread.
Marvel launches their Marvel Now line, creates a bunch of media recognition, get another bunch of readers trying their books for the first story arc 4-6 issues. Or the first two story arcs 10-15 issues then relaunch the book again, while a bunch of readers stay on it because they find it okayish(not good oviously), but can't think of a good comic. Its gonna work for a while longer than crash.
Marvel isn't headlessly running into some dumb trend here. There are people in their marketing department with a bunch of statistics drawing up speculations. Every time a character gets replaced sales spike, every time an original character comes back sales spike, books sell better with the name Captain America then with a new name, sales of a character spike with movies with their names being released. So we replace as many as possible, bring back the old characters as quickly as possible ideally coincidentally at the time of their movie release, Sure you gonna lose some old readers over time, but old readers only drop these books hesitatingly and you have new readers who think this is actually revolutionary(aren't they cute), so after a strong start the numbers decline relatively slowly, something that using old statistics and actual sales numbers is calculated in advance to be able to release the new book with the original character(lets say Hulk) right in time before the sales are gonna actually hurt their pockets, getting all the old readers back and the readers of the new book as well for another strong start and slow decline.
Now things are getting really sickening, after statisitcs show its actually economical to have two books with two characters of the same name, why not make two books both of which are replacement and later bring back the original for a third book? Of course this model can only continue on forever in theory just like with the X-men books in the 80s it will kill the franchise over time and in reality not all old readers are gonna come back especially not EVERY time and with it happening with EVERY character. Eventually the selfrepeating algorithm is gonna implode because its not stable, but that doesn't matter to the people behind it, because they are paid to create profit in the short term and can just get a job in a different place while their old work place burns to the ground.
But hey we all had that in the 80s already... Disney should probably gonna restructure Marvel at that point establish the TV-Studio among their other TV-Studios similiar to the Movie studios and sell the comicbook rights to one or more other publishers in a similiar deal that got Fox the X-men movie rights. Think I can make a buck by selling the idea of such an intellectual property loan company, with everything having to be a reboot or a remake these days, that actually sounds like a new business model worth exploring. Just buy a bunch of rights of properties wirh recognizable names then loan them to TV- and Movie-Studios or book publishers without ever creating something yourself.
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