While Marvel has always had concerns about 100% Returnable promotion as a way to launch new a new books, other haven’t.
DC Comics led the way, making the launch of the New 52 fully returnable, though they received very few returns. Image have launched series after series with full returnability, allowing East Of West, Saga, Jupiter’s Legacy and more reach ordering levels that otherwise they would not have acheived. A number of other publishers such as Valiant and DC/Vertigo have embraced it as well.
Now Dynamite is making the first issue of Ash and the Army of Darkness, the reboot of the Army of Darkness franchise by Steve Niles and Dennis Calero returnable if retailers order large amounts. This move goes hand and with Dynamite promote it as the direct sequel to the Army of Darkness movie.
