IDW is launching Godzilla: King of Monsters at the end of March, and it will be their biggest single-issue launch ever, according to editor-in-chief Chris Ryall, because of a promotion that got a lot bigger than they expected: They offered every retailer who ordered 500 or more copies of the comic a custom cover showing Godzilla crushing their comic store. They expected about a dozen retailers to take part, but they ended up with over 70, which makes for a pretty impressive print run.
Ryall credits IDW employee Chris Mowry, who works in the production department, with coming up with the idea, which must have brought a few headaches, as the art team had only two weeks to do all the custom covers. Still, the result is an instant collectible as well as a great talking point. IDW will also have special variant covers for Comic-Con featuring IDW employees fleeing the giant monster. With a well known property and the creative team of Eric Powell, Tracy March, and Phil Hester, the comic already had a lot going for it, but the custom covers put it over the top. For those who are curious, Rich Johnston has posted all the variant covers at Bleeding Cool.