Like the early-morning regrets after an all-night bender, DC Comics reportedly has decided to pull back from plans for its “WTF Certified” cover promotion — at least in terms of the controversial title.
Newsarama reports that Co-Publisher Dan DiDio told attendees at last week’s ComicsPRO annual meeting the “WTF Certified” logo won’t appear on any of the comics released in April, “because we don’t need it.” According to an unnamed retailer, DiDio said there’s already awareness of the event among store owners and readers.
When contacted this morning by ROBOT 6, DC declined comment.
The title refers to the linewide event featuring gatefold covers designed to reveal scenes that “leave reader in a state of shock.” “This was a way to accentuate that threat or shocking moments in our heroes’ lives,” Editor-in-Chief Bob Harras said in a Jan. 14 interview with Comic Book Resources. “What we’re doing with the covers is thematically linked to that. They will be page-fold covers; the covers will tell you a story. There will be an image that will crack the page fold, and as you open up the cover, you’ll say, ‘Oh, wow!’”
DC Comics announced last week that its April superhero comics will be “WTF Certified,” presumably because the month kicks off with April Fool’s Day. In doing so, the publisher made itself the easiest of targets for snide remarks. Let’s take a quick sample of the ones I found in just a five-minute search:
- “[A]n all-too-apt description of the current state of the publishing company” — The AV Club’s Oliver Sava
- “I am looking forward to ‘MILF March’ featuring all the superheroes’ mothers” — Mike Sterling
- “DC has the ability to sell comics to literally anyone with an internet connection now. It’d be nice if their tenor reflected that.” — Kevin Church
- “The company announced that all 52 of its mainstream titles would have a ‘WTF Certified’ stamp on it, presumably as a wink to fans who have been wondering what the fuck has been going on at DC.” — Outhousers.com
- “This is not a hoax, not an imaginary story, but a certified edgy promotion! The covers are gatefolds, with the “What the” part on the front and the ‘fuck’ part on the inside.” — Heidi MacDonald
- “Remember how DC is having their mature and genteel ‘WTF Month,’ where the cover is supposed to fold out and make you swear in shock and exasperation … and if children still read DC comics, presumably get your mouth washed out with soap?” — Todd Allen
- “I thought every month was WTF month at DC?” — about one-fifth of everyone leaving a comment beneath an online article on the subject
It’s not that weird for DC Comics (or, to be fair, arch-rival Marve), to occasionally be metaphorically walking around with a “Kick Me” sign on its metaphorical back, but it is pretty weird for DC to affix the sign itself and make such a big, aggressive show of pointing it out to everyone.
So let’s get to kicking them, I guess. But where to start? With the name of the event, naturally.