(For the ESSENTIAL Reading List, see bottom of the post)
Hired as an Editor-in-Chief by Marvel Comics in 1978 and fired in 1987, the era of Jim Shooter is nothing short of being one of the most memorable in the history of comic books
It is the era in which readers were introduced to MAJOR multi-title cross-overs along with the redefining of struggling characters as well as titles. His reign gave birth to many more eras that continued even after he departed from Marvel, the reason being his strict management approach concerning attention to detail about each character, his/her situation, and the story, and ensuring deadlines were met by editorial
Classic Marvel Stories and Art have been the norm for Marvel Comics from the 60s to present day but the abundance thereof is mostly found in this era as it laid the foundation for new rivalries or redefined the foundations to make characters more relevant to comic book readers but the key question remains: How does a character from Jim Shooter era able to differentiate itself from the rest? ‘Depth’ is the word that comes to mind. Stan Lee with Jack Kirby, Steve Ditko, John Romita and Gene Colan ‘introduced’ the characters to the world of comics by addressing their origin and their position in MU
Roy Thomas’ era was more about diversity (nationality, genre and ethnicity of superheroes), Attitude (Anti-Hero, dark) & Retcons (bringing back defunct characters from the 40s) but it was Jim Shooter era that addressed the ‘WHAT MAKES A SUPER-HERO’ question by exploring their inner-most vulnerabilities through hard-hitting, closer to reality events that defined or re-defined them and/or explained their psyche. It wasn’t all about good guys vs bad guys anymore but also about heroes’ inner outer struggles as human beings
Like any individual, Jim is not free from criticism as it is known that his strong management style led to some resigning and continuing their career with Marvel’s competitors but it wouldn’t be controversial to believe that his achievements at Marvel far outweigh his mistakes. To get an idea about what Marvel was all about before Jim’s tenure as EIC, here he explains it in his own words:
“There was chaos, and everything was late. It was very disorganized, and in fairly short order I’d been to Marvel three times, and had seen three different Editors-In-Chief: Roy, Len, and Marv. As editor in chief, Marv presided over all of us–but the things that seemed to occupy most of his time were arguing and mollifying.”
From 1978-1987, Marvel turned 180 degrees for the best, giving its readers the most memorable stories/runs whose impact is felt even today on silver-screen & TV. Before Tom Defalco and Joe Quesada, Shooter had the longest tenure as EIC of Marvel Comics and for good reasons of course because the thought process that prevailed in the company back then showed a unique approach (way ahead of its time) for characters, something which is badly missing these days as short-term sales boosting gimmicks are the norm with one cross-over followed by another and each promising that it would change MU forever
Each of Marvel’s 7 decades from 1941-2011 is significant but it would be unfair not to remind the readers that Marvel’s previous decades saw a world reliant on Print Media for escapism. There weren’t illegal torrents available for download, no Comic Book Reading (CBR) apps, no internet, no online subscriptions, no motion comics on YouTube etc. Print Media back then was a necessity despite existence of TV, Radio and Cinema BUT we also need to understand that if the issues weren’t having a good story, they would remain unsold only to be returned back to the publisher leading to losses followed by bankruptcy
To get an idea about highly successful story lines that were published during Shooter era, here are ‘some’ (not all) of his era’s highlights including the men and women, the writers and artists, who made these masterpieces possible:
The Uncanny X-Men: Chris Claremont Era with John Byrne, John Romita Jr. (with spin-offs: X-Factor, New Mutants, Wolverine and Excaliber. Notable mentions: Louise Simonson, Bob McLeod, Bob Wiacek, Bill Sienkiewicz)
Fantastic Four: John Byrne Era
The Amazing Spider-Man:
Dennis O’Neil run with John Romita Jr.
Roger Stern Era with John Romita Jr.
Avengers: Roger Stern Era with Al Milgrom, George Perez and Terry Austin
Daredevil: Frank Miller Era with Klaus Jansen and Dave Mazzucelli
The Mighty Thor: Walt Simonson Era
Invincible Iron Man:
David Michelinie Era with Bob Layton and John Romita Jr.
Dennis O’Neal run with Bob Layton
The Incredible Hulk: Bill Mantlo Era with Sal Buscema
Captain America: Mark Gruenwald Era
From 1981 and on wards, there were limited series story lines such as Secret Wars and Contest of Champions that involved almost the entire Marvel Universe or at least most of its 1st & 2nd tier characters/teams
While Secret Wars was connected with MU’s continuity which was followed by a sequel, Contest of Champions was an altogether different story on its own, not connected to MU continuity and a limited series but it too had a major roster of heroes & teams involved
Written by Mark Gruenwald, Art by John Romita Jr. & Bob Layton
Written by Jim Shooter, Art by Mick Zeck & Bob Layton
It has to be said that Secret Wars’ success led DC to publish its Infinite Crisis limited series cross-over which endorsed Marvel’s trendsetter status at the time. What’s more interesting to know is that Secret Wars idea came as a result of MATTEL wanting to “hedge in case superheroes became the next big fad”, according to Shooter as MATTEL’s rival at the time [Kenner] had acquired license for DC’ heroes. They [MATTEL] were interested in Marvel characters but to boost MATTEL’s Marvel toys’ sales, a publishing event was needed and Shooter pitched one big story with all the heroes and all the villains in it and the rest was history
As examples of its lasting impact, this limited series cross-over event introduced the Black Symbiote which would later find a host in Eddie Brock and briefly replaced Ben Grimm with She-Hulk as member of the Fantastic Four. The stories that emerged from these two sub-events alone just show how important Secret Wars is in MU history, so much so that in 2015, Marvel decided to have another Secret War event to reclaim past glory
The Canadian mutant aka Weapon X, made his 1st appearance in The Incredible Hulk Vol. 1, no. 181 (1974). Created by Len Wein and John Romita Sr. due to popularity of anti-heroes in a post Vietnam War America. The character made his presence felt in his fight against Wendigo and the Hulk. Even better was the decision to include him in X-Men’s new roster of mutants with diverse backgrounds in Giant Size X-Men no. 1 (1975). However, if Wolverine today is as much loved and recognized by fans across the world (as much as Spidey, Captain America, Hulk and Iron Man) then the character owes a great deal to the Editorial policy during the Jim Shooter era along with credit to longtime X-Men scribe Chris Claremont and artist/writer John Byrne who didn’t want to have the character dropped from Uncanny X-Men title
Even the demeaning name used by Sabretooth against Wolverine i.e. runt, was actually coined or 1st used by Shooter himself. According to Marvel’s former assistant editor Scott Edelman who shared the following scan of response which apparently appeared in an answer to a reader’s letter about Wolverine’s height, and was published in X-Men #103 (cover dated February 1977):
We need to remember that James Mangold’s The Wolverine wouldn’t have been possible had it not been for Chris Claremont and Frank Miller’s limited series published during Shooter era. The mini series was a huge critical and commercial success and was followed by Claremont and Milgrom’s Kitty Pryde and Wolverine mini series
Before Jim Shooter’s time at Marvel, major crossovers were extremely rare and not grand at all in terms of impact, commercial and critical success in any comic book company. That changed with Secret Wars & Secret Wars II as both were limited series cross-overs
However there is another important aspect about them which is that most if not all had X-Men involved with main-stream Marvel characters. The Uncanny X-Men was a struggling title whose reigns were given to Chris Claremont by Len Wein to bring the house in order. Claremont on his own was delivering one phenomenal story after another but more was needed to get X-Men recognized as one of Marvel’s flagship titles; part of the mainstream and not a niche
Newly created characters such as Kitty Pryde, Rogue, Emma Frost and Dazzler proved very popular with the fans and in order to make room for them came spin-off titles such as the New Mutants (X-Force’s predecessor), the Excalibur, X-Factor and Wolverine (ongoing series). The creation of X-Factor allowed for a cross-over which included the original X-Men (led by Cyclops), the New X-Men (led by Storm), Thor, Power Pack and Daredevil in the Mutant Massacre
These cross-over stories built connections between key Mutant super-heroes with their Meta-human and/or Alien counterparts in teams such as Avengers, Fantastic Four or standalone flagship characters like the Hulk, Spider-Man, Thor etc. Had it not been for Shooter’s successful cross-over strategy, the X-Men franchise would not have expanded to such an extent and it would had been inconceivable for Brian Michael Bendis to include Wolverine and Spider-Man in Secret War (2004) or to have them as teammates in New Avengers alongside Captain America, Iron Man, Spider-Woman and Luke Cage
If Marvel Team-Up (1976) set the premise of super-hero alliances or camaraderie then Shooter era’s cross-overs gave them depth
In an environment that thrives on creativity, free thinking and imagination, bringing together people around a strategy & discipline is the most difficult thing to do especially when the business is growing at a much faster pace. Jim Shooter had joined Marvel as a writer and asst. editor in 1976 but before becoming the EIC of Marvel Comics, he saw high rate of turnover at the top as one EIC replaced another due to being unable to focus on management, editing and writing in an ever expanding line-up. According to Shooter:
“Mort Weisinger trained me about more than just writing. He taught me about running a creative organization, and professionalism, and making order out of chaos. It seemed like there was tremendous talent and energy at Marvel, and no organization. I was the line editor, going over 45 books a month. I had this little crew of guys, but the way it was organized was pretty idiotic. When Stan and Sol were this little two-man tag team, and the company was eight books, it worked. When it was 45 books, it didn’t work.”
Roy Thomas had saved Marvel by being instrumental in launching comic-book adaptation of Star Wars but Marvel couldn’t rely on one title alone to keep itself afloat which is why Marvel’s flagship titles had to sell more and more. The right people were in place, order was to be restored. Jim defined the Content Strategy and made sure that writers and artists adhered to it along with material delivery deadline at all cost. He revitalized Marvel Comics from 4 fronts:
So, today, if you’re excited to see Elektra, Daredevil, Cloak & Dagger on Netflix or if X-2, X-Men: Days of the Future Past & James Mangold’s The Wolverine happen to be your favorite movies or you were awestruck to see Iron Monger and Iron Man slugging it out on the silver-screen, just remember Jim Shooter and thank him if you find him at a Comic-Con near you because what his story tells us is that leadership is the most important in any organization and without a strong leadership, even in a free-thinking environment with phenomenal writers and artists, companies still end up struggling to the point of bankruptcy
Classic Marvel Era comprises of 7 decades, Jim Shooter’s decade is truly one of its finest
. . . When I evaluate a story, should one of the essential elements listed above be missing – say, the characters are not introduced properly when they are brought onstage – I immediately suspect that the author of the "story" knoweth not what he ith [sic] doing.
Second, I look for how well the story is told. Is the conflict worthwhile? Is the climax exciting? Is the resolution satisfying? Is the plot good? Are there interesting twists and turns? Is there a theme? Is there character development? Is it dramatic? Is it entertaining? This is the really important stuff. It should go without saying that a writer or a prospective writer should know enough to meet the fundamental requirements of a story. It's the power and the passion and drama and characterization that I really look for
Excerpts from Bullpen Bulletin Special (all Marvel Comics titles, August 1982) and Jim Shooter: Conversations (Univ. Press of Mississippi, 2017; ISBN: 1496811801, 9781496811806)
He continued the policy of comic-book adaptations of key movie and toy franchises (James Bond 007, ROM The Space Knight, Micronauts, G.I.Joe, Transformers etc.)
His policy of maintaining discipline from Editorial to Distribution ensured that comic book readers didn’t lose interest in their favorite Marvel characters
He reduced dependency of Marvel on news-stand distribution channel by using comic-book specialty stores which reduced returns
Formulating his 6-point Content Strategy and ensuring that it serves as the guiding principle for all writers at Marvel proved worthwhile as it resulted in stories, cross-overs and new or redefined characters that clicked with comic book readership
Shooter’s Content Strategy
The characters must be introduced.
Their situation must be established.
The conflict must be introduced.
A climax must be reached.
A resolution must be achieved.
Buy the Jim Shooter era highlights here or click on the links below:
Fantastic Four by John Byrne
Captain America by Mark Gruenwald
Daredevil by Frank Miller
Iron Man by David Michelinie
Spider-Man by Roger Stern
Wolverine by Chris Claremont