Earlier this month, DC Comics revealed Batman and Superman would star in a brand new variant cover from artist Dan Mora featuring comedian Jerry Seinfeld, where the heroes grab coffee with the real-life entertainer. However, there was immediate criticism from retailers and readers that making the cover a 1:00 variant meant few people would actually get a chance to own the comic. So now, DC is making it so the trade-dressed is the standard variant cover, with the 1:00 incentive cover being a virgin variant of the same image.
Both Marvel and DC Comics have regularly included inventive variants as part of their offerings to retailers. Incentive variants mean that if a retailer hits a certain threshold while ordering copies of a specific comic, they will receive one extra incentive book. For example, Marvel Comics recently announced that Avengers Forever #1 would receive a 1:25 second printing for Russell Dauterman's Scarlet Witch cover. For a comic book store to receive the issue, they would need to order 25 copies of the standard covers to receive one issue. However, for smaller shops, ordering 25, 50, or even 100 copies of a single issue to receive one incentive cover isn't always possible - meaning incentive variants, especially higher-numbered ones, are often out of reach.
When DC Comics revealed Jerry Seinfeld would appear on a cover for the upcoming World's Finest #1, enthusiasm from retailers quickly wained after learning it was only available as a 1:100 incentive cover. The incentive number meant both comic readers and Seinfeld fans wouldn't be able to pick up the issue without paying an absorbent price - leading to calls for DC Comics to consider making it an open-order variant. Well, DC has answered those calls and surprisingly decided to make a trade-dressed Seinfeld cover to be a standard variant, with a textless cover featuring the same image being the 1:100 variant.
After Jerry Seinfeld promoted the issue himself on his Instagram page (the comedian has long been a fan of comic books), fans commented on how they could get the issue - likely not realizing it would cost hundreds of dollars. Thankfully, DC Comics responded to the criticism from readers and retailers and made it more accessible by adding the trade-dressed standard variant and making the 1:100 a virgin variant.
Ultimately, readers who want a 1:100 variant featuring Seinfeld, Batman, and Superman getting coffee in the Batmobile, will still have the chance to get the textless cover without the trade dressing. However, readers who want the issue at the cover price now have the option to get it as a standard variant. DC Comics responded to the criticism aptly in this case. The Seinfeld cover can bring in a lot of readers who don't usually buy comics, and now, comic book stores can actually sell them the cover they desire without worrying about quantity or price.
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