Sometimes the comic books you saw in ads but didn’t read could be as fascinating as the comics that you'd paid your dime or 12 cents to buy. They might even be more compelling, because not knowing the story behind the covers forced you into the delightful practice of using your imagination and speculating — of writing, in effect, just the way Stan Lee, Gardner Fox and John Broome did. So welcome to Just Imagine: The Colorful World of Comic Book House Ads.
June 1938: A Superman for the Underdog
On the newsstands in May 1938, browsers had their choice of Tarzan in Comics on Parade, Popeye in King Comics, daredevil aviator Captai...
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For the 10-and-under crowd, Showcase 34 contained not only the debut of a new superhero, but a thrilling surprise. A text feature gave us ...
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In Tales of Suspense 49 (Jan. 1964), Iron Man would use his new armor to withstand a nuclear detonation and rescue a member of the X-Me...
Monday, May 5, 2008
May 1968: When Villain Turns Hero
Monday, August 8, 2005
August 1965: Subby Moves into a Duplex
Marvel’s seagoing superman of the 1940s became a useful utility character early in the 1960s, serving as hero or villain as the occasion required — just as the Hulk did a little later.
In his Silver Age resurrection (Fantastic Four 4, May 1962), the Sub-Mariner became the super-team’s enemy, but in his second appearance (Fantastic Four 6, Sept. 1962), he started out as an opponent but turned into an ally to save the day.
Prince Namor was intriguingly unpredictable, even as he had been in the late 1930s (though, thanks to the Comics Code, he was no longer casually murdering police officers).
However, by the time a feature spot opened up for the character in Tales to Astonish 70, the very busy Stan Lee had settled into a sort of one-note characterization for the Sub-Mariner, a grandiloquent arrogance. Compared to other Marvel superheroes, I found him a bit of a humorless “noble” bore.
“I was as thrilled as anybody when the Sub-Mariner was finally given his own series in Tales to Astonish,” recalled Roy Thomas. “‘Adam Austin’ drew an illustrative Namor which had little in common with the (Bill) Everett version, but I liked it. Later that year, when I went to work for Stan Lee, I learned that ‘Adam Austin’ was really one Gene Colan, hiding under a fake name because he also drew romance comics for DC and didn’t want them to know he was moonlighting.”
Perhaps coincidentally, when the Sub-Mariner replaced Giant-Man in the duplex title Tales to Astonish, the magazine acquired a theme: super-antiheroes.
Both Prince Namor and the Hulk, the star of the magazine’s other feature, were rough-hewn, sharp-edged heroes who often rescued humanity only reluctantly or inadvertently.
Meanwhile, Strange Tales, featuring Dr. Strange and Nick Fury, spotlighted niche characters more marginally connected to superheroes. And Tales of Suspense, featuring Iron Man and Captain America, was the duplex comic offering two out-and-out superheroes.
Monday, April 4, 2005
April 1965: To Fight the Unbeatable Foe
Thursday, September 9, 2004
September 1964: Two Small Letters, One Big Difference
Wednesday, March 3, 2004
March 1964: The Magic of Fourth Issues
Friday, August 8, 1980
August 1940: Who Says Water’s Weak?
Bill Everett certainly wasn’t afraid of the water.
Having pioneered an enduringly popular manic superman in the Sub-Mariner, the writer/artist worked every variation on his water shtik.
Namor (who first appeared in Motion Picture Funnies Weekly, April 1939) was an amphibious superhero from undersea. The Fin (Marvel Mystery Comics 7, April 1941) was an amphibious superhero from the surface. And Hydroman (Reg’lar Fellers Heroic Comics 1, Aug. 1940) was superheroic water.
“In the early years of Superman’s commercial success, publishers rushed to have competing characters on the stands — and they made characters who would seize on virtually any excuse to become superheroes,” noted comics historian Don Markstein.
Hydroman was a counterintuitive concept, not a man of steel but a man of water. Certainly there’s strength in steel, but there can also be strength in fluidity — as demonstrated not only by Hydroman but also by such later heroes as Plastic Man, Mr. Fantastic and the Elongated Man.
“Be like water making its way through cracks,” Bruce Lee once advised.
Bob Blake could switch back and forth from his liquid form, thanks to a formula injected into his bloodstream by his friend, chemist Harry Thurston (“Thirst-ton?”).
In Hydroman’s first adventure, a gunman learns that bullets don’t affect water, and gets drowned for his trouble.
The Eastern Color Printing feature continued until Heroic 29 (March 1945), when Hydroman fought his last battle against the stage magician Ruby Khan. The superhero prevailed, despite Khan’s attempts to turn him into steam and to startle him with bunnies from his top hat (?).
Hydroman was revived by AC Comics and Dynamite Comics, and even has a villainous counterpart in the Marvel universe, “Hydro-Man,” who was introduced in The Amazing Spider-Man 212 (Jan. 1981).
Put a Latin spin on the Greek-derived name “Hydroman” and you come up with “Aquaman,” a character introduced by DC a year later in More Fun Comics 73 (Nov. 1941).
Monday, July 7, 1980
July 1940: The Battle of the Elements
Marvel Mystery 9 prefigured three elements that would be revived to define the Marvel Age of Comics in the 1960s — the crossover, the anti-social hero and the battle between heroes.
Both the Human Torch and the Sub-Mariner debuted at the birth of Marvel Comics (Oct. 1939), which was both the title in which they initially appeared and eventually the brand name that would storm the world.
Both were monster men as much as supermen — the Torch a confused android who burned whatever he touched, and Prince Namor an angry loose cannon about as likely to murder innocent people as to save them.
And within nine months, they’d clashed in a spectacular, crowd-pleasing three-issue crossover of their features.
By that time, the Torch had joined the New York City Police Department — an artificial being trying to fit in and overcompensating, I always figured. Meanwhile, the Sub-Mariner was on another of his periodic rampages against humanity.
Though they were natural enemies, that didn’t prevent Subby and the Torch from teaming up later on against some real monsters — the Nazis.
Bill Everett, creator of the Sub-Mariner, told Roy Thomas that he thought he and Torch creator Carl Burgos had dreamed up the crossover storyline.
“Just the fact that the two opposite elements had had their own stories — now what would happen if we ever got them together as rivals to fight each other?” Everett recalled.
Whenever I look at some of Everett’s earliest Marvel tales about the Sub-Mariner, from 1939-40, I am reminded what a perverse protagonist this character was — murdering people in fits of pique, helping others in manic spasms, wrecking Manhattan infrastructure like Kong.
Everett managed the difficult feat of an original take on the much-imitated Superman template – an anti-hero Superman, an amoral, arrogant Superman.
A period Hollywood film about Namor as written could easily be a blockbuster — a sad comment on the moral tone of our society, one that demands a Superman who breaks people’s necks.
















