Watchmen and the Genius of DC Sales Team

Several weeks ago, before the trailer of Watchmen was out, DC ran a promotion for Comic Book shops where we could order as many copies of the Watchmen graphic novel as I want and at a date in future I can return the unsold copies and only pay for what I don't return. I found out that 18 fit in a box, so, what the heck, I ordered 18. The promo stuff was gearing up. The action figures and mini busts were being ordered. What could it hurt.

I am now down to 2 copies left. In the 1 week since the trailer went up, I have now sold 16 of the 18 copies (including 1 copy while I was typing this). I am sure that the other 2 will be gone by the end of the day. This is incredible. And I have to commend DC for doing it right.

There is no way I would have ever ordered that many copies. Ever. Even if I knew the trailer was going to be there. But I had nothing to lose. And I will be ordering 18 more to arrive Wednesday. The best part is that I am sure that the book stores were caught unaware, even Amazon. And I am sure many comic books stores did not take advantage of the offer like I did.

Here's why I think that it worked so well. Comic readers have long loved Watchmen and non-comic people have most likely at least heard of it. The trailer is on one of the biggest opening movies ever. Comic book people are giddy about the trailer (well at least I am). And it stirs that interest to read it again. "Where's my copy? I lent it to someone and never got it back. I need to read it now!" So the people that know it want it again. And their friends who are sitting with them at Batman go "What's that about?" and the comic reading friend gushes about it. So they also want a copy. And the people who have no comic friends, but see the trailer think it looks interesting and POW, its on the cover of Entertainment Weekly and other places. Its all over the internet. "If this many people say its good, I'll give it a shot."

Hence 16 copies of a $20 book sold in 1 week. And its only going to grow.

Thank you for being proactive DC, and making sure I had the opportunity to stock the shelves to take advantage of this. It is a win-win-win situation for all involved.

Now to pull out my battered copy to re-read it. Or maybe I'll get that fancy new hardcover that is coming out...

EDIT: Just a quick update. I just sold my last copy of Watchmen at 6:45pm.