Local Merchant Sees Increased Business Due to Comic Book Movies

The Fourth of July and the big budget box office movie belong to the summer as much as a day at the shore or a trip to a Yankees game. With Marvel Comic's "Captain America: First Avenger" movie ready to hit theaters on July 22, fans get the best of both worlds.  

One local merchant has seen an increase in business thanks not only to the Star Spangled Avenger's high action cinematic debut.

, owner of Zapp Comics with stores in  and Manalapan, said that his stores have seen an increase in sales thanks to the patriotic comic book themed hero.

"Before a movie based on a comic book concept is released, we will see more sales than in the previous months," said Lichenstein. "For instance, the Thor movie gave us a real shot in the arm, financially." 

He explains that the comic book movies raise the profile of the comic books, which in turn, draws people into comic book stores. Lichenstein said he is picking up both short term and long term customers thanks to the higher visibility.

"We get new customers in and they may stay for a while or prove to be returning customers," said Lichenstein.

He explained the comic books can sometimes prove to be even more popular than the movies. An example being Green Lantern, starring Ryan Reynolds.

“I saw the ‘Green Lantern’ movie and I thought it was okay,” said Lichenstein. “But the comics have proven to be popular and growing over the last two and a half years with the company event series ‘Blackest Night’ and we will see a continue sales of the 'Green Lantern' graphic novels. If anything, they sell well in spite of the movie.” 

Lichenstein said that Marvel Comics writer Ed Brubaker has been gaining fans and keeping “Captain America” going in a positive direction. He explained that adding to the popularity of the character is the fact he is the epitome of what is American.

“I wish we shared a sense of patriotism the way that we did years ago,” said Lichenstein. “But we just do not have that same feeling that we do and I hope we can get some of that feeling back.” He said that a character like Captain America represents what is good in America today.

Captain America is a comic book hero created in 1941 by Joe Simon and Jack Kirby for Timely Comics and tells the story of a weak New Yorker named Steve Rogers who fails the physical exam to get into the United States military during World War II. Thanks to an experiment, he gains height and muscle mass and is given a patriotic-styled costume along with a shield. Rogers is then sent to Germany to battle Adolph Hitler’s right hand, the Red Skull, and help defeat the Third Reich.

He was resurrected in the 1960s to join the Avengers with other Marvel Comic stalwarts that have become box office hits like the previously mentioned Thor, Iron Man, and the Incredible Hulk.

Captain America has been the subject of a 1944 cliffhanger style series and a big budget feature starring Matt Salinger (the son of writer J.D. Salinger) done in the style of Tim Burton’s 1989 Batman. The film was made in 1990, but was only released on video and DVD in the United States. The current Captain America stars Chris Evans and Hugo Weaving and is directed by Joe Johnston, director of The Rocketeer and The Wolfman.

Until Captain America comes out later in the month, Lichtenstein said Zapp Comics will always welcome fans and lovers of any comic book character. Fans will stand around and talk about comic books, movies and television for hours, that is what makes a comic book store great, according to Lichtenstein. What could be more American than shooting the breeze and debating about a common interest that is loved by millions of fans?