In an exclusive interview with Screen Rant atSan Diego Comic-Con2025,DeadpoolcreatorRob Liefeldstated that he firmly believesthe future of the comic industry will rely on a “direct-to-consumer” model, which he argues is more of a reflection of “what people want”than how comic book publishers currently do business.
Speaking with Screen Rant,theDeadpoolcreatorand Image Comics co-founder touched on his status as a “disruptor” in the industry, saying it’s a role he didn’t necessarily want, but is willing to play.
That includes more than just pushing the boundaries of comic storytelling, but alsoreimagining how the business of comics can operate.
Exclusive: Rob Liefeld Says “Direct-To-Consumer” Is The Future Of The Comic Book Industry
Excerpt From Liefeld’s San Diego Comic-Con 2025 Interview With Screen Rant
In response to a question about “the future of comics publishing,” and how the comic industry can “evolve” to keep up with a changing business landscape,Rob Liefeld had this to say:
Liefeld: Direct-to-consumer, as I’ve said in every interview — and look, I’ve got the receipts — I’m telling you, it’s what people want.
According to the author, his experience engaging directly with fans in recent years has taught him that this is the direction many industries, including comics, seem to be headed in.
Liefeld notoriously cut ties with Marvel Comicsafter doing one lastDeadpoolbook for the publisher, and his focus is now fully on therevival of his fan-favorite Image Comics seriesYoungblood, and other creator-owned properties.As Liefeld put it, contemporary consumers are now so accustomed to “direct-to-consumer” marketing that they expect it, even from comics.
In part,this is because creators like Rob Liefeld have shown that it is a viable model, at least to a certain scale. That said, there are certainly logistic questions that arise from speculating on how major publishers like Marvel and DC might transition to such a model. Still, Liefeld is confident it is the future.
Rob Liefeld Is On His Own In The Comic Book Industry Now, And He’s Confident It’s Given Him A Glimpse Of The Future
The Accuracy Of Liefeld’s Prediction Is TBD
In his discussion of the comic industry’s next moves with Screen Rant, Rob Liefeld elaborated further on how his own direct-to-consumer experience informs his position, explaining:
Well, with my stuff, I flick on livestreaming or I go to my website, which services the world. And that’s the thing, on livestreaming, we are sending books to Tokyo, we are sending books to Switzerland, to Thailand, obviously to Canada, to London, to Italy. We service a worldwide model. And here’s the deal, you got to have a good shipping component. I have one of the very best, because the ratings that are posted publicly give us the five stars. We are living in a five-star world on our ratings online. I can boast that ,and me and my shipping people, we really take pride and people go, “I can’t believe this showed up as in good condition.” We’ve all ordered stuff, and love when it comes in a good condition. So, I mean there’s a different responsibility when Marvel and DC want to lean more into this, you’re going to see it change even more. I don’t enjoy being a disruptor, but I also don’t want to sit on my hands and watch me grow moss.
Ever the innovator, Liefeld has carved out a new niche for himself, as his career enters its next act, but itis an open question whether this would translate to the industry at large.
Only time will tell whether [Rob] Liefeld’s prognostication has merit.
Obviously,one faction of the comic book industry that would not be thrilled with a transition to a D2C approach would be comic book store owners, who are already struggling in an era of digital publication. Further, major publishers, and indies alike, would be naturally hesitant to embrace such a seismic change, in the way all institutions are.
So, only time will tell whether Liefeld’s prognostication has merit. What is clear from his comments atComic Con:Rob Liefeldhas a vision for the industry, one motivated by his love for comics and desire for himself, and his peers, to thrive.Though theDeadpoolcreator no longer works for a major publisher, he still has strong ideas about what they can do to succeed.
