Free Comic Book Day is an annual promotional effort by the North American comic book industry to help bring new readers into independent comic book stores. Retailer Joe Field of Flying Colors Comics in Concord, California brainstormed the event in his "Big Picture" column in the August 2001 issue of Comics & Games Retailer magazine. Free Comic Book Day started in 2002 and is coordinated by the industry's single large distributor, Diamond Comic Distributors.
Free Comic Book Day is scheduled on the first Saturday of May. It has often been tied to the release of a major theatrical film adaptation of a well known superhero property, in order to take advantage of the film's heavy promotion and related press about the comic book medium. On Free Comic Book Day, participating comic book store retailers give away specially printed copies of free comic books, and some offer cheaper back issues and other items to anyone who visits their establishments. However, retailers do not receive the issues for free; they pay 12-50 cents per copy for the comics they give away during the event. In addition to comic books, some stores also give away other items, including mini posters for live-action superhero movies, keychains, Green Lantern promo rings, etc.
Read more about Free Comic Book Day: Effectiveness, Timeline, Related Events
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