DC Comics gets the F out of 'WTF Certified'

Like the early-morning regrets after an all-night bender, DC Comics reportedly has decided to pull back from plans for its "WTF Certified" cover promotion -- at least in terms of the controversial title.

Newsarama reports that Co-Publisher Dan DiDio told attendees at last week's ComicsPRO annual meeting the "WTF Certified" logo won't appear on any of the comics released in April, "because we don't need it." According to an unnamed retailer, DiDio said there's already awareness of the event among store owners and readers.

When contacted this morning by ROBOT 6, DC declined comment.

The title refers to the linewide event featuring gatefold covers designed to reveal scenes that "leave reader in a state of shock." "This was a way to accentuate that threat or shocking moments in our heroes' lives," Editor-in-Chief Bob Harras said in a Jan. 14 interview with Comic Book Resources. "What we're doing with the covers is thematically linked to that. They will be page-fold covers; the covers will tell you a story. There will be an image that will crack the page fold, and as you open up the cover, you'll say, 'Oh, wow!'"

DC Editorial Director Bobbie Chase followed Harras' comments with a seemingly off-hand remark about "What the F?" moments, publicly linking the phrase to the gatefold promotion. "WTF Certified" became official less than three week later with the release of the above logo, which drew criticism from some retailers, fans and industry pundits for its abbreviated reference to profanity.

There's certainly more to this story, as it certainly seems as if DC had second thoughts about the name of the promotion -- despite going to the trouble of creating a logo and publicizing it -- and is hoping to un-ring a bell.

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