Empire Magazine is turning the “static” magazine cover concept on its ear with its “XMen: Days of Future Past” cover set, as reported in Geeks of Doom. And fans of the XMen franchise are eating it up.
Over the course of 24 hours last week, the movie mag unveiled one new cover image an hour, 25 in all. And as a topper, subscribers are being offered a set of collectable “XMen Art Cards” that features the cover art, adding to the geeky goodness of the whole thing.
Empire has offered special “subscriber only” covers before, but this takes it to a whole new level.
It’s a fantastic way to highlight the depth of content in the magazine’s interior and promote the whole “biggest superhero movie ever” XMen thing, while appealing to rabid fan subsets in a personal and unique way.
We can hear it now — arguments about which cover is best, which one will have the more collectible value, which Magneto rules (we vote for Ian McKellan but it’s a tough call). The engagement factor of this entire concept makes it irresistible. And it’s highly likely that people will buy more than one, something that doesn’t often happen in a straight run magazine.
How is this type of print production even possible? Incredible advances in printing technology make it cost effective and efficient to create custom covers for small batches of a large run magazine.
And it can make a powerful statement for your own magazine. Be your own superhero and think about the possibilities.