I know the precise moment I stopped caring about the Ultimate universe: Ultimatum. If I’m not mistaken, a lot of readers lost interest there and then, for good reason. I remember reading through the event and somewhere, maybe after the Wasp’s cannibalized corpse, or during the big confrontation with Magneto, with the callous assassination of Cyclops, I just couldn’t find it in my heart to care any longer. My energy could be spent on better comics. I could go outside, maybe learn a language. I could do anything but care about this storyline and the characters Ultimatum left behind.
Event books aren’t supposed to do that. As much as we might grouse about their prevalence, they do serve a very important purpose within their universes and Big Two comics as a whole. “Events,” where a larger plot is spread across several titles, effectively act as a lure; for DC and Marvel, they’re a Whitman’s Sampler, offering a taste of what’s going on to new readers and longtime fans. They have to be something big, really big, so that readers don’t want to be left out of this major catastrophe. In fact, the idea of “saving the world” leans toward very easy reading for people coming into the event. The more characters they have working on this big world-shaking event, the more at least one of them will stand out for the reader.