Two years later, Stan Lee made a bold move to market a comic book for the British market. Captain Britain was sold exclusively to the British market and “later in America.” [1] Spider-Man was gaining further popularity.

He had a regular instalment on the Children’s Television Workshop production of The Electric Company. The public television program was educational and Spider-Man was given three to five minutes per episode to solve crime and teach a lesson. Spider-Man also received his second title, The Spectacular Spider-Man in 1976. [1] In the same year, Spider-Man team-up with Superman in a comic. Superman vs. Spider-Man was the first joint effort by Marvel Comics and DC Comics. [.2] Its success let to two other co-production team-ups in the 1980’s.

A Spider-Man television serial was on the air in Japan. Although much of the content differed from the comic books, it still added to Spider-Man’s worldwide popularity. [8] CBS television studios introduced a live action show starring The Incredible Hulk. The show, starring Bill Bixby with Lou Ferrigno as The Hulk, further boosted Marvel Comics’ popularity.

In 1977, George Lucas produced Star Wars. Even though its unparalleled success in popular culture was a surprise to most in the industry, Marvel Comics made a rather fortunate gamble. Three months prior to the film’s release, Marvel Comics published a six-issue comic rendition of the film. Star Wars #1 became the first million copy seller since the Golden Age. [2] Star Wars was made into a regular series. Further success followed as the Kenner Toy Company manufactured toys based on the film. The films, toys and comic books worked together to fortify the unit sales of Star Wars products. Marvel Comics also tried to take advantage of other popular toy lines by releasing The Shogun Warriors and The Micronauts.

The success of Marvel Comics in the late seventies stabilized its position in the overall market. Since the company wasn’t forced to make changes due to slumping sales, Marvel Comics kept their same course. Jim Shooter, Marvel Comics’ new Editor-in-Chief, worked to standardize it’s procedures within the company as well as set standards for creator royalties.

A subsidiary comic line known as Epic Comics started in 1980. [1] The mostly creator-owned stories featured more mature themes. John Byrne and Chris Claremont’s work on The X-men, which started in 1979, was gaining popularity. Byrne, a Canadian artist, introduced a group of Canadian mutants known as Alpha Flight in X-Men #120. Ten issues later, would begin one of the most revered series ever produced. X-Men #129 to #137, The Saga of Phoenix, resulted in the death of Jean Grey, one of the original five X-Men. Despite the numerous letters of complaint about this outcome, Marvel Comics’s popularity had never been higher.

Of equal importance, was Frank Miller’s work with Daredevil. Miller’s groundbreaking work, which began in 1979, involved giving Daredevil a darker persona, a love interest and personal turmoil which resulted from her death. [2]

References

1. ^Wikepedia, the free encylopedia: “Marvel Comics”

2. ^ www.chezcomics.com : “Marvel Comics History”