Casual comic fans might be confused by Roxxon Presents: Thor #1. In truth, this is not a new comic, but a continuation of the current Immortal Thor series. It is also a hilarious warning of what superheroes could become in a culture dominated by corporate interests.
The Immortal Thor Story So Far Explained
The current Immortal Thor series by Al Ewing has explored the power of stories and how stories influence the gods. Despite being physical beings in the Marvel Universe, the perceptions of mortals do influence divine beings somewhat. Loki warned the Odinson of this, telling him how new stories could change the past. Moreover, they could change the nature of the gods themselves. Loki himself is a good example of this, having become the God of Stories after years as the God of Mischief.
This idea sets up the metafiction of the current storyline and a new scheme by the Enchantress. Working with the Minotaur, Dario Agger (who is the current CEO of Roxxon), the Enchantress worked with the power of stories to de-power the Odinson. In this case, Roxxon bought the publisher who printed comics based on Thor’s adventures in the Marvel Universe. They boasted of their scheme and showed Thor the first issue of their rebooted origin story in Immortal Thor #9. This sets up Roxxon Presents: Thor #1 – the very comic the villains created.
New Thor is a Corporate Crusader
The new Thor is a far cry from the original. No more is he Dr. Donald Blake, who humbly heals the needy when he is not protecting Midgar as a Norse god. Now he is Chad Hammer, “a leading influencer in the field of AI-based hedge funds” and a proud Roxxon employee. Wielding the Mjolnir Premium, which is both a magic hammer and digital device, this Odinson drives into battle in a stylish self-driving smart truck with a sensible short haircut.
Al Ewing is far from subtle in presenting the new Thor as a soulless shill. The dialogue is full of plugs for Roxxon’s many wonderful products. Indeed, the new Odinson is far more likely to use VR helmets and drones (All available at a store near you for a reasonable price, kids!) to fight the evil Loki than his Asgardian might.
The effect is something like a corporatist answer to Captain Planet. The villains are either evil for evil’s sake, like Loki, or easily duped idiots who fail to see how amazing the Roxxon corporation is. Indeed, Thor wins the day by tracking the body odor of the hippies complaining about Roxxon’s business practices. Naturally, this sets up an in-comic commercial for the official Roxxon line of body gels and hygiene products.
This would be amusing on its own as a parody of the many promotional comics produced as corporate tie-ins. However, Ewing has a message beyond the comedy. The comic is also an illustration of the dangers of treating the obviously evil as ironic fodder. Even as the reader laughs at the clear references to real-world corporate incompetence and corruption, the true Thor is fighting for his very existence.
Greg Land is the perfect artist to bring this story to life. Land has drawn criticism in the past for his forced character poses and gratuitous cheesecake. In this case, however, his style adds to the cheesy tone of Roxxon’s commercial-driven comics.
Roxxon Presents: Thor #1 is an interesting intellectual exercise. It is also uproariously funny, even as it makes you think. This is a fine comic in the tradition of the works of Dennis O’Neil and Dwayne McDuffie, and well worth reading.
Score: 5/5
Roxxon Presents: Thor #1 is now available online and at comic shops everywhere.
