Comic books and graphic novels are an often-cited example of a perfect marriage of art and story, and the origins of the stores that sell them are explored in Wes Eastin’s Shopping for Superman. Told through interviews with shop owners and distributors past and present, this documentary gives viewers a solid look at a much beloved enterprise that’s six decades old and counting.
The film opens with remarks on comic book shops by actors Phil LaMarr and Todd Shashwick, followed by eye-opening stats on the number of comic shops in operation in the US at the time of filming, pointing out that there are around 2,500, a stark contrast to the 10,000 stores open in the 1990s. The rest is a more or less linear history of the retail boom of comic stores in the 1970s to today, citing key events and figures who helped shaped the industry.
One of the primary subjects was comics distributor and convention organizer Phil Seuling, the “godfather of the comic book store” who founded the direct market via Sea Gate Distributors that enabled shops to carry the big publishers, including Marvel Comics, DC Comics, and Archie Comics. Another was Carol Kalish, a comics sales manager and retailer, who worked out a wholesale deal with companies selling cash registers so stores could stop selling out of literal cigar boxes. She also facilitated spin racks and custom shelf displays for comics like those in magazine stores. It’s in these little nuggets of trivia that the film truly shines, as it informs comic book lovers on how an institution that molded and affected them so much came to be.
The film concludes with how today’s comic book stores are thriving and adapting in the face of online sellers and other unexpected setbacks. Emphasis is made on inclusivity and accessibility efforts, and the advent of Free Comic Book Day and other community events. Overall, Eastin’s film is an enjoyable unabashed love letter to comics and the people who give them to us. Folks who are not as interested in the business side of distribution may find discussions venture a bit far into the weeds, but otherwise there’s a lot to fascinate. Highly recommended.
Would public libraries find value in screening Shopping for Superman?
Public library programming is the perfect venue for this educational film. Comic books are, as the film proves, just as valid of a form of “books” as any other literary genre, and this is ultimately a toast to comic book lovers. As one interviewee explains, with comics the reader has to interpret the colors and expressions, adding to the complexity of digesting the material besides simply reading text. This film can facilitate the introduction of comics and graphic novels for young readers, of which there are endless options. From classic literature like Anne Frank’s Diary: The Graphic Adaptation to more recently popular series like Magic Tree House, caregivers can see the film and introduce kids to the books they loved when they were young in a whole new format.
What academic courses would benefit from showing this artistic documentary?
Academic and media librarians have a versatile resource in their pocket with Shopping for Superman. The film can have a prominent place of discussion for art courses discussing comics and graphic novels as well as commercial illustration. Thorough accounts from industry insiders make for an especially informative experience for anyone with even the slightest interest in book publishing or bookselling. The financial side of their distribution could make for a good case study in a business economics class. Comics as a genre might also facilitate a lively discussion in a literature history course on the different mediums of books (i.e., physical, digital, audio, graphic) and what makes each a valid form of reading as it ties into disability and accessibility.
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