This is altogether a more synergized approach to the various branches of Marvel Entertainment than we’ve seen recently.
This new initiative hopes to push audiences to check out comic shops, and will presumably at the very least increase public awareness of the print side of the Marvel Universe.
The start of the initiative will come with Guardians of the Galaxy Vol. 2, which will run with an advert for upcoming event Secret Empire (and potentially other runs), and will be reportedly followed up by TV spots set to air on ABC and other, unannounced networks featuring promotion and interviews about the event and the new X-Men titles.
In 2015, the movie studios was moved under the command of Disney CEO Bob Iger, rather than Marvel’s Ike Perlmutter, and it’s become widely accepted that the print stories are in many ways are serving as a proving ground for new movies – there’s been rampant experimentation with new versions of iconic heroes to push Marvel’s original, underperforming output.