Warning: SPOILERS for Amazing Spider-Man #13At long last, Norman Osborn has finally made his appearance as the Gold Goblin in the pages of Marvel Comics, and this big Spider-Man reveal shows why comic book marketing needs to change.
Things are rather flipped upside down in Spider-Man’s world lately. Due to some still unknown event, Peter Parker has become isolated and ostracized from his circle of friends and family. This includes Mary Jane as well as Aunt May. Meanwhile, Norman Osborn has been trying to redeem himself after his sins were taken away by the Sin Eater. Norman even hired Peter Parker to work at his company and developed a brand-new Spider-Man suit for him.
In Amazing Spider-Man #13 by Zeb Wells and John Romita Jr., Norman has to watch from his computer screen as Peter Parker is attacked by two different versions of the Hobgoblin. While working with Peter, Norman didn’t just create a new Spider-Man suit. They also built a new type of Goblin suit for Norman to use, as well. This Goblin suit is far different from anything Norman has worn before. It’s gold and made to showcase him as a hero rather than a threatening menace. With Peter Parker in need of help, Norman leaves the hospital to don the suit and come to his rescue.
Norman Osborn’s New Persona Should’ve Been A Surprise
This first appearance of the Gold Goblin could have been a big moment in the story. It was hinted at in drips over the course of several issues, and so this big moment should have been more surprising. After all, the introduction of any new type of Goblin, heroic or otherwise, is a big deal for Spider-Man mythology. However, any fans of Spider-Man and Marvel would have known that the Gold Goblin was coming because the character was announced a long time ago through a marketing campaign. It was dropped in a single piece of art that had the logo of the upcoming crossover Dark Web on it.
This character’s arrival highlights a problem with comic book marketing. In order to draw up fan excitement for upcoming storylines, Marvel will reveal big appearances and new characters months before they arrive in the story. Norman’s redemption arc into becoming a new type of heroic Goblin should have been surprising and shocking for fans. It should have been experienced while reading the issue. Instead, fans were exposed to this character through a fairly lackluster marketing campaign. This style of promotion and the spoiling of the big Norman Osborn reveal by Marvel Comics showcases why Spider-Man comics, and comics in general, should definitely change how they break news.
Amazing Spider-Man #13 is now available from Marvel Comics.
