Marvel’s Cap Announcement Much Ado About Nothing

So Marvel Comics, what was the point of the Monday release for Captain America 600 again?

Despite holding a media event to announce the return of Steve Rogers in Captain America: Reborn, Marvel didn’t bother to mention the actual issue its break with new comics’ Wednesday tradition in the press release. It sold enough copies for a second print, according to an overcooked press release with comments from gushing retailers.

The two retailers I frequent in Nashville both get their shipments once a week, and didn't alter their routine for a one-off publicity stunt. I bought two, but one went to a comic buddy who was away on business (I don't have the money to speculate on comics).

How much does Reborn have to do with issue 600? Very little. It’s just a jumping-off point. For a nice story about the anniversary of the original Captain America’s death, 600 is worth it. But it isn’t what Marvel billed.

In case you missed it, just two years after killing Captain America (Steve Rogers), Marvel is poised to trot the original article back out. I have to take issue with the press release stating, “At long last, the legend, the hero, is back.” How does two years turn into “at long last”?

Granted, “at long last” is a pretty nebulous statement of time, but dragging him from the grave so soon takes away from the shocking, visceral issue in which assassins’ bullets drop Cap on his way to trial following Marvel’s Civil War (superheroes drew up sides, Cap lost to Iron Man, plus many out-of-character moments). After cleverly rebuilt Captain America into a can’t-miss potboiler, writer Ed Brubaker delivered a gut-punch with the death issue.

Comic book deaths are always temporary. The death of James “Bucky” Barnes was considered an untouchable comic death until Brubaker came along and showed it could be done in a way that respected reader intelligence. Steve Rogers was always coming back –that I know.Editor Tom Brevoort said the method of return was established well before the death issue. I don't mind that they intended this, just what it might preempt.

Steve Rogers' death cleared the way for the Bucky Barnes to take up the shield, and Brubaker has told some amazing tales with the new Captain America (media coverage of Bucky’s ascent to the role was limited to his decision to carry a knife and pistol now).

What gets my bile boiling is Bucky Barnes got about 16 months as Cap. Because of his brainwashed past as the The Winter Soldier (it’s a long but compelling story), Brubaker opened up all manner of new stories that could only be told with this Captain America. His early missions revealed him as a different brand of Cap, always fighting with his own brand of patriotism. Anyone who read the new Cap wouldn't be waiting with baited breath for the old to return.

Media coverage of Captain America’s death in April 2007 caught the company off-guard. Issues flew off shelves as the mainstream media outlets picked up the news. The “Captain America returns” announcement got a few minutes of front-page attention at cnn.com, but little else.

Ultimately, issue 600 is subordinate to Captain America: Reborn. While Brubaker will writer Reborn, the choice of Bryan Hitch, an artist not known meeting deadlines, is a red flag for this series. Luckily, Cap won't cease production in the meantime; since there are many tales to tell with the new Cap, I'm glad to see his run will continue.

Apparently, it was always part of the story. With a Captain America film up in 2011, Marvel needs Steve Rogers back in the costume.

But the lead-handed way which Marvel chose to present “the big return” seemed to fly back in its face, no matter what the press releases claim.