Has the comic book industry gained mainstream acceptance and respect? Should the industry be seeking this kind of acceptance and would this kind of recognition destroy the very factors that make reading comic books so incredibly cool in the eyes of its devoted readers? "Free Comic Book Day" is an annual event that was created by retailer, Joe Field in 2001 after being inspired by success of a local Ice cream store that threw a similar event to generate interest in Ice cream. The event would not be without risk. Retailers would bear the burden of paying distributor Diamond Comics Distributors a special discounted rate in order to hand out these specially published comics hoping that the public would be interested enough to become new fans or continue their habit. Joe Field wrote about his idea in the "Comics and Games Retailer" industry magazine and the idea transformed into reality the following year on May 4, 2002.
It was the year that "Spider-Man" was released and Joe cleverly decided to tie the event to what appeared to be a full blown Hollywood embrace of the superhero genre. Although reading comic books is an activity that many still feel to be a hobby that mainly appeals to young boys, Field would also pattern the event to eschew this stereotype by creating the Free Comic Book Day as a very family friendly event hoping also to attract a female client base. The idea gained traction and caught on like wildfire and can now be enjoyed by fans and non-fans alike in over forty countries all over the world.
On May 7th, the world would see the 10th successful Free Comic Book Day event that would be tied in with the latest film comic book adaptation, "Thor". Can the annual love letter to the comic book industry be said to be a success? Sheer numbers attest to the obvious success of the FCBD event. Joe Field's employees document demographic information on the day of the event in order to have a clearer understanding that the event is appealing to individuals beyond the usual fanboys. This information also lets them know the exact numerical amount of people that have entered his store on that day. As of four pacific standard time, Joe's employees had logged in more than an astonishing six hundred unique individuals with a final numerical amount yet to be determined at press time. These type of numbers would be duplicated at the over 2,000 comic book stores in the United States as well as the undetermined amount all over the planet! Successful might be an understatement.
To understand the success of Free Comic Book Day you need to understand the man behind the brilliant idea, Joe Field. First and foremost, Joe is a devoted family man who will always place his family above all. His love of family has influenced the design and mission of his store and by extension, Free Comic Book Day. His store in Concord, California is clean, inviting and is populated by his employees who are eager to help any one who happens to enter the premises. Field's store reflects a desire to keep the hobby of comic book reading an activity the whole family can participate in and this is also evident in the manner in which Free Comic Book Day is conducted. Joe's enthusiasm for the comic book genre is contagious and he often and eloquently discusses the educational value a hobby that encourages reading will yield.
Comic book stores across the county and the world who participate in FCBD event are expected to follow one rule during that day-hand out comic books. Advertising, tie-in events and other promotional methods are left to the discretion of each store. Joe utilizes all available methods to generate and maintain interest before, during and after FCBD from his "facebook" postings to traditional commercials. During the day of the event, his store typically will have a line that snakes along the border of the strip mall his store is located within starting at least an hour before doors open at 11:00 A.M. pacific standard time. Joe's gracious and beautiful wife, Libby will often play the part of hostess and make sure there is at least one decorated cake, fruit, nuts, punch, water and other snacks for all who enter the store on this day. Joe's wonderfully hilarious daughters, Jenny, Michelle and Cindy will often help out their parents and in the process demonstrating Joe's faith in the notion and importance of family.
Beginning with the very first FCBD in 2002, Field has demonstrated that he is also an intelligent businessman who has utilized his own fanboy knowledge to work to his advantage in his business. He realizes the excitement that comic book artists and writers can and will generate within a store. This knowledge was most certainly gained during his former tenure as one of the owners of the "WonderCon" during the 90's before he shrewdly sold it the individuals in charge of "Comic-Con International". This year's event brought artists, Jeff Bonivert, Mick Gray and Steve Moncuse to sign their titles and also add their signature to a special limited edition print benefitting "The Hero Initiative" charity.
Joe Field also realizes the excitement flesh and blood representations of four color heroes can stir within a fan's heart. He solicited the services of two cosplayers who arrived as Captain Jack Sparrow and Wonder Woman. Both cosplayers were popular as they entertained the people patiently waiting outside in the line to receive their comic books. It should be noted that the relatively well known and very popular, Jowell Cabellero once again proved especially endearing to the young girls that were in attendance. Cabellero in character as Wonder Woman handed out tiaras and paste on glitter hearts to the girls that were in line.
It can be logically argued that events such as Free Comic Book Day and the critical and financial success of the comic book movies that seemingly are released every other week have co-opted the cool nature of the genre. A stronger argument can be made that the genre still remains cool and vital. What Joe Field, Hollywood and others have done is advance the tastes of the mainstream society to catch up with the interests of those considered on the fringes. The rest of the world has started to realize, enjoy and participate in the world of the comic book. In the end, Free Comic Book Day has forever altered the landscape of what is considered healthy reading. Truly the fans and Joe Field now have seen and heard the rest of the world and like the ending of Thor, fans will know Free Comic Book Day will return next May to continue the saga.
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