Ultimate Marvel’s Gimmick Has Become Its Biggest Weakness

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The relaunch of Marvel’s Ultimate line was a major event in comics last year. While its popularity has dipped somewhat, especially with DC’s new Absolute line competing for attention, it still has a dedicated fanbase. Titles like Ultimate X-Men, Ultimate Spider-Man, The Ultimates, Ultimate Wolverine, and Ultimate Black Panther are all telling compelling stories, even if they aren’t topping the sales charts. What really sets these new Ultimate comics apart is their unique approach to time – each issue is set one month after the previous one, creating a different reading experience than most comics.

This comic initially stood out with a unique approach, designed to build anticipation for the return of the Maker and culminate in the Ultimate Endgame storyline. While it added a distinctive element at first, this central idea has ultimately become a major weakness. As the Ultimate Marvel series nears its conclusion, it’s clear that this gimmick has done more harm than good to the comics.

The Ultimate Universe’s Gimmick Limits the Drama of the Books

I remember when The Ultimate books first came out – they were instantly popular, and I think the monthly release schedule really contributed to that. Each issue covered the events of a single month, all building towards the return of the Maker. What was so unique about it, though, was that it actually avoided cliffhangers. Usually, cliffhangers are what keep you hooked on a comic, making you desperate to see what happens next. Those big, dramatic endings were essential to the whole experience, but The Ultimate did something completely different. It was a really bold move, and it worked!

The latest issues in the Ultimate line still ended on cliffhangers, but because the next issue wasn’t always released right away, writers had to find creative ways to resolve them. Some books, like The Ultimates and the first four issues of Ultimate Wolverine, handled this well. However, it often didn’t flow naturally with the story. While I enjoy Ultimate X-Men and Ultimate Spider-Man, these titles particularly highlighted how ineffective this approach could be.

I first noticed a real issue with the series in Ultimate Spider-Man #11-13. These issues featured Spider-Man and Green Goblin being held captive in the Savage Land by Kraven the Hunter for months. The story dragged on because each issue ended with a cliffhanger and didn’t continue for weeks. It felt unrealistic. It didn’t make sense that Kraven wouldn’t just kill them while they were trapped. Comic books often ask us to accept improbable scenarios – like villains favoring elaborate traps over simply shooting heroes – but the Ultimate series went too far. In a world run by villains, someone would have ordered Kraven to finish them off instead of prolonging the chase.

Cliffhanger endings in ongoing comic books often feel less impactful because readers know there won’t be immediate resolution. This diminishes the suspense, as it’s understood major characters are unlikely to face lasting consequences between issues. Comics already struggle with creating a real sense of danger – knowing main characters rarely die – and the monthly release schedule exacerbates this problem, making it harder to feel invested in the stakes.

Gimmicks Do More Damage than Good

While temporary trends can be fun, comic book gimmicks often create issues in the long run. The flashy covers of the 1990s initially grabbed attention, but quickly became overused, contributing to the comic book market crash. Similarly, while variant covers can be interesting, having too many for a single issue feels unnecessary. Currently, blind bags are a popular gimmick, but they usually end up being more frustrating than exciting.

The Ultimate Marvel series started with a clever concept: a completely fresh take on the Marvel Universe, ruled by a villain. Beyond that, the storyline was designed to unfold over a two-year period leading up to a major event. While the idea of a real-time countdown was interesting, it ultimately didn’t work well in practice. The comics lost momentum, particularly in the second year, and the gimmick revealed itself to be a weakness, diminishing the series’ initial appeal.

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2025-11-18 21:13