Introduction
Deathmate is a notable six-part comic book crossover series that emerged from the collaboration between Valiant Comics and Image Comics, published between 1993 and 1994. This series is often remembered not just for its storyline but for its significant impact on the comic book industry, particularly regarding retailer relations and sales dynamics. Despite its ambitious concept and high initial orders, Deathmate ultimately suffered from production delays and poor sales, creating a ripple effect that influenced many comic book retailers and the industry at large.
Background of the Crossover
The genesis of Deathmate can be traced back to discussions between Jim Lee, co-founder of Image Comics, and Steve Massarsky, who was then the publisher of Valiant Comics. In late 1992, these conversations culminated in a meeting with other key figures from both companies, where they formalized plans for this crossover event. The agreement stipulated that each company would produce two issues of the crossover while jointly creating two bookend issues: the Deathmate Prologue and Deathmate Epilogue. Notably, Bob Layton, Valiant’s then-editor-in-chief, was excluded from these discussions, leading him to describe the project as being “thrust upon” the editorial team without their input.
The main issues of Deathmate were designated by color rather than traditional numbering—Yellow, Blue, Black, and Red—allowing readers some flexibility in how they experienced the story. This decision was made in light of anticipated delays in publication. Unfortunately, these delays materialized largely due to production challenges on Image’s side. Layton recalled how he had to travel to Los Angeles to ensure that the Prologue shipped on time by working closely with Rob Liefeld. Despite timely releases from Valiant for Yellow and Blue, Black and Red suffered significant delays. The latter was released several months after expectations, which contributed to declining interest among fans.
Plot Synopsis
The narrative of Deathmate revolves around Solar from Valiant Comics and Void from Image’s WildC.A.T.s. The central plot begins in a dystopian world where Solar is faced with the devastating loss of his companion Gayle Nordheim. In a moment of grief-fueled despair, he grants her wish to relinquish her life-giving energy. This act results in Solar being split into two distinct entities: one retreats into solitude while the other embarks on a journey through various realities.
During this journey, Solar encounters Void—a powerful being from another universe. Their connection deepens into a romantic relationship that paradoxically threatens both their universes’ existence. As their love intensifies, it warps time itself, resulting in chaotic shifts across their respective timelines. Heroes who once stood as allies find themselves battling former foes; pivotal figures face untimely demises; and only two individuals—Geoff McHenry and Prophet—recognize the impending catastrophe that looms over their worlds.
The Aftermath of Deathmate
The release of Deathmate proved detrimental to many comic book retailers who had anticipated high sales based on initial orders but found themselves facing dwindling consumer interest by the time the books actually arrived on shelves. Each issue was priced at $4.95—a premium compared to most comics at that time—resulting in significant cash flow problems for retailers who had heavily invested in stock they could not sell quickly.
As a consequence of these circumstances, retailer confidence waned sharply. By the time Deathmate Red was finally released, its print run had plummeted to 250,000 copies—a stark contrast to the 700,000 copies printed for earlier issues produced by Valiant. Many retailers were left with unsold inventory that they struggled to move due to their financial commitments tied up in this series.
Jason Sacks, a comics historian, noted that Deathmate is often viewed as a tipping point that contributed significantly to the decline of comic retailing during this era. Its inability to deliver on expectations led to widespread closures among comic book shops across North America. This experience prompted distributors to revise policies regarding returns for late shipments; previously strict guidelines were relaxed following ongoing issues with Image publications.
Trading Cards and Cross-Promotions
In an effort to maximize marketing potential surrounding Deathmate, two trading card companies—Upper Deck and Topps—initiated cross-promotions linked to the comic series. Upper Deck created a set featuring characters from Valiant’s titles while Topps planned a set based on Deathmate’s Red and Black issues featuring prominent artwork from Jim Lee and Rob Liefeld.
However, due to production delays associated with Image Comics’ side of the project, Topps eventually withdrew from their contract before completing their planned card set. Upper Deck’s Valiant cards similarly struggled in market performance as interest waned alongside the comics themselves.
Titles and Creative Contributions
The six-part series featured a variety of talent both in writing and artwork across its different titles:
- Deathmate Prologue: Written by Bob Layton with art from Barry Windsor-Smith and Rob Liefeld.
- Deathmate Yellow: Contained multiple stories featuring characters such as Archer & Armstrong; written by Mike Baron among others.
- Deathmate Blue: Featured stories involving characters like Brigade; penned by John Ostrander.
- Deathmate Black: Brought together various creators including Brandon Choi and Jim Lee’s studio artists.
- Deathmate Red: Written and illustrated primarily by Rob Liefeld with additional contributions from various artists.
- Deathmate Epilogue: Concluded the series with contributions again from Bob Layton.
Conclusion
Deathmate stands as a complex chapter in comic book history—a project born out of ambitious collaboration but marred by execution failures that resonated throughout the industry. Its legacy serves as both an example of what can occur when creative visions collide and a cautionary tale about market dynamics within comic retailing. While it featured intriguing narratives and creative talent, it ultimately contributed to challenges that would redefine industry practices for years to come.
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