What Is a Variant Cover? Thor #3 (2018) as an Example

Walk into a comic shop on a Wednesday, the traditional new-release day in the United States, and you may see the same issue with several different covers. These are variant covers. They are a major part of modern comic publishing and collecting, and they can be confusing for newcomers. This post explains what variants are, the main types, why publishers make them, and uses the 2018 Thor #3 as a practical example.

The basic idea

A variant cover is an alternative cover for a comic issue. The interior story pages are usually identical to the standard edition, and only the cover differs. Most modern Marvel and DC issues are released with a main cover, often called the A cover, plus one or more variants by different artists or with different themes.

Variants are not new. Publishers experimented with alternative covers in the 1980s, and the 1990s saw a boom in special covers with holograms, foil and die-cuts. Since the 2010s, variant covers have become standard for most major releases.

Main types of variant

Common types include:

• Open order variants: alternative covers that shops can order in any quantity. They are usually no rarer than the main cover.
• Ratio variants: covers that shops can only order in proportion to their orders of the main cover, for example one variant for every 25 or 50 standard copies. Higher ratios mean fewer copies.
• Retailer exclusives: covers commissioned by a particular shop or group of shops, often in limited numbers.
• Theme variants: series of covers across many titles celebrating an anniversary, a holiday, a film release or a particular artist.
• Sketch and virgin covers: versions that show the artwork without colour, or without the logo and text.

The type of variant makes a big difference to scarcity and value. A theme variant available on open order is common, while a 1:100 ratio variant may be quite rare.

Why publishers produce variants

Variants serve several purposes. They give retailers and readers a choice of artwork, encourage collectors to buy more than one copy, highlight popular artists who may not draw the interior, and tie comics into anniversaries and marketing campaigns. Critics argue that variants encourage speculation and put pressure on shops to order more copies than they can sell. Supporters point out that they keep cover art varied and give artists more work.

Example: Thor #3 (2018)

In 2018 Marvel relaunched Thor with a new #1, written by Jason Aaron with art by Mike del Mundo. This series returned the original Thor, the Odinson, to the main role after the Jane Foster era.

The same year was the 50th anniversary of the first appearance of Carol Danvers, who first appeared in Marvel Super-Heroes #13 in 1968 and later became Captain Marvel. Marvel marked the anniversary with a set of variant covers across many of its titles, showing Carol Danvers in various roles. Thor #3 was one of the issues that received such a variant.

A variant like this is an example of a theme variant. The interior story is the same as the standard Thor #3, and the cover features a character who does not necessarily appear inside. Collectors of Captain Marvel may want it as part of the anniversary set, while Thor collectors may want it to complete their run.

How to identify variants

Most modern comics identify the variant in small print. Places to check include:

• The cover itself: some variants have a small banner or label.
• The indicia: the small printed text on the inside cover or first page, which may mention the variant cover artist.
• The UPC barcode: modern Marvel barcodes usually include a five-digit add-on that distinguishes covers and printings.

Online databases maintained by fans and collectors list the variants for each issue, including artists and ratios.

Are variants worth collecting?

That depends on the collector. Most open order theme variants sell for a little more than cover price or close to it. Ratio variants and covers by very popular artists can be worth considerably more, but their value can also drop when interest fades. Buying variants because you like the artwork is generally a safer approach than buying them as an investment.

Condition matters for variants just as for any comic. Because many variants are bought specifically for collecting, there are often many high-grade copies, which can limit value.

Fakes and reproductions

Rare variants are occasionally faked, usually by printing a cover image onto a standard copy or selling an unlicensed reproduction. Checking the barcode, the indicia and the print quality, and buying from reputable sellers, reduces the risk. A cover that looks blurry or has the wrong paper texture should raise questions.

The bigger picture

Variant covers are part of how the modern comic industry works. For readers, they mean choosing which cover they prefer. For collectors, they add an extra layer of interest, and complexity, to building a collection. Understanding the different types makes it much easier to judge what you are buying.

Variants and reading copies

One practical point is that readers who simply want the story do not need a variant at all. The standard cover contains exactly the same pages, is usually the cheapest version, and is easier to find later as a back issue. Many readers buy a standard copy to read and, if they like a variant’s artwork, keep that copy bagged and boarded for display. Collected editions often reproduce variant covers in a gallery at the back, which is another inexpensive way to enjoy the artwork without hunting down every version.