In 2024,Marvelradically reinvented itsUltimatecontinuity, while rivalDC Comicsintroduced its own version, theAbsoluteUniverse. As an employee at a comic shop,I’m impressed by the success that both publishers have had this year with theUltimateline of comics, and the launch of theAbsolutebrand, respectively.
What has been especially exciting for me, as a comic book fan – and a comic retailer – is how effectively both of these new continuities have targeted new comic book readers, hopefully converting many of them to life-long enthusiasts.
I think it is worth taking a closer look at what, exactly, has made both Marvel’sUltimatecomics and DC’s newAbsoluteimprint such incredible success stories over the course of the past year. I’m sure both publishers are closely studying their success, and each others, as well, in order to replicate it in the new year.
Marvel’s Ultimate Comics Are A Refreshing New Take On A Twenty-Five-Year-Old Idea
The Ultimate Universe 2.0
Whatever the final sales tallies are, what I think is important is that both new continuities are bringing in a wave of new comic readers. That was the purpose of the originalUltimateUniverse, the original version of which debuted in 2000, featuring younger versions of the publisher’s most famous characters, unburdened by the baggage of decades' worth of continuity. The new version of theUltimateis a novel take on this same publishing goal, and it has clearly been successful; in January 2024,Ultimate Spider-ManIssue #1 hit the shelves, and it barely lasted on those shelves.Even a month after the debut issue, people still called into the store asking if there were still copies left.
Ultimate Wolverine’s First Villain Flips the Hero’s Entire Role in the Marvel Universe
Marvel Comics' Ultimate Universe is flipping Wolverine’s heroic role as an X-Men member, making him fight the very thing he stood for in Earth-616.
Even a month after the debut issue, people still called into the store asking if there were still copies left. That popularity led to the first issue getting a sixth printing, withUltimate Spider-Mansubverting what fans thought they knewabout the iconic character. To sayUltimate Spider-Manand the other Ultimate titles have been popular is an understatement, and their popularity makes perfect sense. TheUltimatecomics take place in a new continuity, one that gives new fans everything they need to follow along and enjoy the series from day one.
The Absolute Universe Is DC Comics' Answer To Marvel’s “Ultimate” Success
DC Delivers Jumping On Points For New Readers
Afterthe must-read event, DC’sAbsolute Power, wrapped in October 2024,the publisher kicked off a new era for DC known as DC All-In. While the original DC Comics continuity continues on as ever, the event also inaugurated theAbsoluteUniverse. Like Marvel’s Ultimate Universe, these books are switching things up for some of DC’s biggest characters, starting with Batman, Superman, and Wonder Woman. For starters, all three heroes receive new origin stories. Batman grows up in a working-class family, Wonder Woman is raised by Circe instead of the Amazons, and Superman experiences life on Krypton before coming to Earth.
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August 08, 2025
Marvel And DC Have Both Found A Successful Formula For Making Comics More Accesible
No Prior Continuity, No Problem
As someone who has worked at multiple comic shops over the course of several years, I have helped my fair share of new readers trying to find their starting point in comics. While I personally like to recommend independent comics to inexperience readers – like this year’sHelen of Wyndhorn,Dawn Runners, orFeral, just to name a few of the exceptional indie titles that were published this year – if someone comes in primarily interested in Marvel or DC, that conversation can be more difficult at times.
I’ve seen first-hand new readers expand their pull lists shortly after giving either the Ultimate Universe or Absolute Universe a shot.
Marvel and DC have decades of history, as well as dozens of new issues hitting shelves every week. This can be intimidating to new readers. While trade paperbacks and graphic novels are easier starting places for these publishers, if someone wants to start with single issues, it can be difficult to know where to start if a series is not on Issue #1. It can also be intimidating for readers unfamiliar with the current continuity, as they may not know if they need to know anything prior to starting a series.
This is whereMarvel’s biggest achievement of 2024, the Ultimate Universe, and DC’s top-selling Absolute Universe come in handy. Both of these universes are outside of continuity, so there is no history lesson needed to dive into these books. Meanwhile, for fans familiar with these characters, it’s fun to see what makes them different in these new titles.The Ultimate Universe and Absolute Universe are clear starting points that require no prior knowledge of theMarvelorDC Comicscontinuity; I’ve seen first-hand new readers expand their pull lists shortly after giving either theUltimateUniverse orAbsoluteUniverse a shot.
Ultimate Marvel
Created in 2000, the Ultimate Marvel imprint redesigned the entire Marvel Comics universe with a new set of origin stories and relationships. The reboot reinterpreted Marvel continuity from scratch in an attempt to simplify and update the company’s 60-year history for modern audiences. With famous comic book writers such as Brian Michael Bendis, Warren Ellis, and Mark Millar at the helm, the Ultimate universe (named Earth-1610 within the Marvel multiverse) lasted 15 years and provided plenty of inspiration for the MCU.
