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In the tradition of Marvel's 25th Anniversary Frame Covers, Marvel revived this idea by giving all ongoing series with a cover date of october 2009 a special variant frame cover. Marvel's 25th anniversary was in 1986 and counted from 1961 (which was the publishing date of Fantastic Four issue 1 and the start of the modern-day Marvel Comics). Marvel decided to use 2009 as the 70th anniversary, since Marvel's predecessor Timely Comics started publishing 70 years ago in 1939 (and published Marvel Comics issue 1).
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