"Arrow" is one of the cornerstones of the new fall lineup on CW. The show is based on the DC character Green Arrow, but the network and publisher appear to be missing the mark with the marketing. Both could be doing much more to push the fact that the new show is based on one of the most popular and revered comic book characters of all time.
The previews of "Arrow" on the CW website do not give any mention about DC Comics or about the Green Arrow. While the Green Arrow is not as popular a property as Superman, Batman, or Spider-Man, he was named #30 on IGN's famous list of Top 100 Comic Book Heroes. With "The Avengers" already being considered the top grossing movie of the year, CW is completely missing a target audience thirsting for more superheroes.
The official releases about "Arrow" also do not make mention of the DC character's history, or even the Green Arrow's name. The name of the hero is Arrow and would not give the name recognition people might have with the character. At first look, someone might believe that the vigilante bowman might be a knockoff of Hawkeye from "The Avengers." The casual viewer would not be able to make the connection that the alter ego of Oliver Queen was first introduced in More Fun Comics #73 in 1941 and predated the introduction of Hawkeye by 23 years.
DC is also missing the mark with the promotion of the upcoming show. As of today, there is no promotion on the comic book publisher's website. It is not even listed on the TV page of the site as an upcoming show. With the clock clicking down until the release of "Arrow," the publisher is not taking steps to promote the show directly to the target market. Marvel Comics and ABC have already been teaming up to promote the new "The Incredible Hulk" even though it is not expected to launch until next year.
As a life-long member of the comic book collecting community, I have met many people over the years who hoped to have a Green Arrow TV show or movie in the future. CW might finally give the character the treatment it deserves through "Arrow." The problem is that the show might fly under the radar because of the lack of publicity and direct marketing to the target audience.
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