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Marvel Comics made a rare move in delaying the rollout of what it's hoping will be the next Ultimate-sized hit for them, Marvel Midnight, but a month since that Band-Aid was pulled off, there are signs popping up of why they did it. And it wasn't over presumed late comics. Marvel, with a completely new senior management structure than they had when Midnight was launched, is changing much of the marketing and ancillary efforts around those comics.

And it's beginning with the variant program.

"Some would say that us here at Marvel have pioneered the science of advanced variants, but, when it came to Midnight, what we really wanted to do was, we really wanted something that felt curated, pared down, intentional," says a Marvel representative during a closed-door meeting with retailers during Comic-Con International: San Diego.

Marvel says it plans to limit the Marvel Midnight books to 10 variant covers and a main cover. Any additional variants would be store-exclusives. While variants have become part of the business of big comic book series, Marvel says they want to make sure they're "fun" and "additive" and not merely gaming collectors.

"Variants at their core, they should be fun, they should be exciting, they should be additive to the experience of buying comics because that is what we all love about them."

With this thought in mind, Marvel is testing out a formalized structure for variants with the Marvel Midnight program. A lettered system, so that fans, retailers, and even Marvel staffers (we'll get to that in a bit) can better understand them. Here's how the Marvel Midnight variant program will look:

• Cover A (aka the main cover) will have the cloaked trade dress.
• Cover B (aka Midnight Bloodbath) will have the uncloaked version, with "the horrific violence and blood-soaked images that the line is gonna be known for."
• Cover C (aka Midnight Special) which will be character designs
• Cover D (aka the Midnight horror homage) Homages to various horror movies, such as the already revealed Fright Night variant to Midnight X-Men #1.
• Cover E (aka the Midnight Gallery) will be painted variants.

"Honestly, as soon as we started doing it, it just became easier to talk about variants amongst our office," the Marvel Comics staffer continued. "It's like, 'Oh, is that the cover B or is that the cover C?' It's really a low lift, high reward thing for us that we want to do, and that we wanted a special way to roll this out."

Marvel also says that while the first issues of Midnight X-Men, Midnight Fantastic Four, and Midnight Spider-Man would be the sole Marvel releases on their launch date of October 7, future issues would be intermixed with other comics of the week. While not saying it, this could be part of the reason Marvel delayed the launch of the Marvel Midnight line from August to October, as by that time the release dates for Marvel's other August and September Marvel books were already announced and factored into comics retailers' plans.

Interested? Here's where to find your closest local comic store, courtesy of Sweet, and here's a guide to how (and where) to read comics online.