Comic book geeks, unite! The era of modern crime-fighting superheroes that began in 1938 with Action Comics #1 and the first appearance of Superman has made the leap into the 21st century and onto the big screen like no other art form. Evolving from ten cents a copy to billion-dollar box-office brands, comic book superheroes -- and their legions of fans and superfans -- have earned their spot at the top of American pop culture.
What explains the immense success of movies based on comic books?
"In most of the history of film, movies based on comic-book characters were usually 'B-movies' -- B for budget, or second-tier," says Matthew McAllister, professor of media studies in Penn State's College of Communications. "Some of the earliest film adaptations of comic books were movie serials, where moviegoers would watch one chapter of an unfolding story every week in a theater. These included The Adventures of Captain Marvel in 1941, Batman in '43, and Superman in '48."
There were virtually no mainstream releases of superhero comic book theatrical films from the late 1950s to the mid-1970s, he says. "Blockbusters or 'A-movies' tended to be targeted for older audiences and were focused on more serious topics" such as biblical epics -- think Ben-Hur and The Ten Commandments -- or historical dramas like Doctor Zhivago.
All of that changed when Superman hit the silver screen in 1978. "The release of Superman set a precedent for movies based on comic books to play a significant role in developing and defining the modern blockbuster," says McAllister. "For the first time, in a genre previously considered only for child audiences and produced on shoestring budgets, a superhero movie was a big-budget release with both global distribution strategies and big-name stars, including Marlon Brando and Gene Hackman."
The release of Batman in 1989 proved that superhero movies could generate merchandising revenue beyond the theatrical box-office returns, adds McAllister. "Warner Brothers' exploitation of licensing, such as the soundtrack and book adaptation, also solidified the value of comic book franchises as multi-media money makers." Superhero flicks are 'high-concept' films, he points out, "meaning the premise can be succinctly summarized and the formula is easy to repeat in sequels. What's more, the distinctive and colorful look of superheroes creates easily identifiable merchandise such as action figures and themed games."