A new era of the Marvel Universe gets under way with the release of Uncanny Avengers #1 this Wednesday in a move the publisher is hoping will draw in new readers.
"This ain't a reboot, we're simply hitting the refresh button. Marvel NOW! simply offers a line-wide entry-point into the Marvel Universe that you're already reading about," The AP quotes the executive as saying.
"All of the stories take place in the aftermath of Avengers vs X-Men. New creative teams - each of which are deeply invested in their titles - will take your favourite titles in bold new directions."
The Marvel Now! initiative is spearheaded by Uncanny Avengers and two other titles - All-New X-Men and the relaunched Avengers. The new era will see a line-wide shake-up of creative teams.
"Think of it as a game of musical chairs, wherein the best creators in comics all move to a new 'seat' in the form of a new title and character," said Marvel senior vice president Tom Brevoort.
"For as good as our recent runs have been, there was beginning to build a sense of complacency among the readership - like they know exactly what to expect from a Captain America or an X-Men or an Avengers, whether they liked it or not, because the same creators had been shepherding those properties for so many years."
Marvel's Joe Quesada will appear on ABC's Jimmy Kimmel Live this evening to introduce the Marvel NOW! era.