Marvel Comics announced today that starting in June of 2012, all Marvel superhero comics priced at $3.99 will include codes for free digital copies of those same comics via the Marvel app for iOS and Android devices. 

While DC’s John Rood told ICv2 that redemption of the digital codes in DC’s Digital Combo Packs has been “astonishingly low” (see “New 52 Appealed to Avid Fans and Lapsed Readers”), Marvel’s David Gabriel states, “We’ve seen a tremendous response to the digital codes in Avenging Spider-Man, our Season One graphic novels and the Ultimate Comics line.”  Marvel began including digital codes in the Ultimate books in 2011 and added the Season One GNs in 2012 (see “Ultimate Line Adds Digital Bundles” and “Digital Codes With Season One Graphic Novels”).

According to Gabriel Marvel “is committed to bringing fans the best value in comics.  By including codes for free digital copies on the Marvel Comics app we are doing just that.”

Some retailers contacted by ICv2 in a quick survey are leery of Marvel’s move.  Daniel MacAbee of The Tangled Web in Spartanburg, South Carolina worries about Marvel eventually being able to cut retailers out of the loop.  He sees a potential short term sales benefit, but also potential long term negative effects.  Nate Machado of New England Comics “doesn’t feel threatened” by Marvel’s move.  He also sees some potential short term sales benefits, but is less certain how Marvel’s inclusion of the digital codes will affect sales over the long haul.  Eric Kirsammer of Chicago Comics noted that Marvel’s move to include the codes was “adding value,” but he questioned whether including the codes on all the $3.99 superhero wasn’t just “poaching the existing customer base,” rather than “expanding it.”