THE INSIDE SCOOP
by Jeffrey C. Branch

PART ONE: BIRTH OF AN ICON (1941-1949)
PART TWO: THE EXPANDING EMPIRE (1950-1970)
PART THREE: WILD TIMES IN RIVERDALE (1971-1990)
PART FOUR: REUNIONS, ROMANCE AND REDHEADS (1990-1995)
PART FIVE: MAGIC ON THE TV AND INTERNET

PART SIX: ARCHIE IN THE 21st CENTURY

As Archie Comics entered the new millennium, there was an all-too considerable paradigm shift from comics to both the small screen and the big screen, plus real life, cementing Archie’s place as not just a comic book company, but as a full blown entertainment empire.

In 2001, characters from the pages of Archie Comics made their first ever foray onto the silver screen with the live action version of Josie and the Pussycats. Starring Rachael Leigh Cook (Josie), Rosario Dawson (Valerie) and Tara Reid (Melody), the plot of the movie had the girls as a typical, small town garage band struggling to make ends meet while playing the music they love. But when the girls are “discovered” by an over-the-top and not all there record company CEO (Parker Posey) and her humorously wicked band manager/henchman (Alan Cumming), the girls have seemingly made the big time, that is until they learn that they’re pawns in a government sponsored scheme to subliminally control the spending habits of the nation’s teenagers through the girls’ chart-topping CD.

While the movie failed to make much in the way of an impact at the box office when it premiered, it will be remembered for one very unique thing----the almost insane amount of product placements that ran throughout the entire movie. Placements from literally every commercial enterprise in America, from Apple Computer to Target were seen, to a devoted moviegoer like the author of this piece, it was unlike anything that had been seen before. However, it had been terrific to see Rachael, Rosario and Tara on the covers of TV Guide, Seventeen and Entertainment Weekly, giving Archie Comics it’s fifteen minutes of fame. There had also been an accompanying soundtrack CD released at the same time which turned out to have been very well done in the opinion of this author.

Meanwhile, back in the four-color world, the latest (and still ongoing) rage in entertainment was the explosion of Japanese anime (animation) and manga (comic books) in America, especially manga which literally flew off the shelves in mainstream bookstores like B.Dalton and Waldenbooks. Archie decided to get on the bandwagon by hiring Tania Del Rio, an award winning manga-style artist from a new talent contest sponsored by Tokyopop, one of the country’s leading importers of Japanese manga to transform Sabrina the Teenage Witch into a hip and modern manga series. While Marvel Comics was first to interpret their stable of superheroes in manga style, Archie led the way in doing that on a regular basis, and, as a result, Sabrina was given new life and new popularity.

2004 featured the formation of Archie Comics Entertainment, LLC, a spin off created to develop entertainment with the Archie characters. Its first step was the introduction of a high end hit fashion line featuring Betty and Veronica, The line, which debuted at Hollywood Hot Shop Kitchen, drew the attention of Lindsey Lohan, Carmen Electra, and Nicole Richie. The tag line is: “Are you a Betty? Are you a Veronica?” The line has been extended to department stores, and is making its way to JC Penney, Target, Kmart and Wal-Mart. The merchandising program included an Betty and Veronica Barbie Style Doll, a Calendar and note card line, a set of Bejeweled tops, and several paperback books including mad-libs with Archie and the gang. 2006 will see an explosion of urban Archie styles.

In 2005, Veronica jumped off the page and became three dimensional – twice! A pair of gals from the land down under ( Australia) are a hit singing sensation and, according to Veronica #167 met up with Veronica Lodge as their tour bus broke down on the way to a concert. They got along so well that they named their group “The Veronicas.” Their NEW tour bus shows the two girls feuding over Archie while Betty and Veronica look on. “The Veronicas” went on a cross country tour in 2005 and will release their CD on Valentines Day 2006. That same year will mark the 65th anniversary of the first publication of Archie. There are lots of exciting plans being cooked up at Archie Headquarters, but Jughead wouldn’t reveal anything, not even when bribed with a hamburger. Oh well, we’ll just have to wait.

Meanwhile, Archie’s comic book roots haven’t been forgotten. Another explosion in the comic book world has been graphic novels. While DC and Marvel have led the way in this arena for years, Archie hasn’t been far behind, producing such diverse and entertaining entries such as the Archie Americana series from the 50’s through the 80’s, Betty and Veronica Summer Fun, Josie and the Pussycats, Archie classic Christmas stories, Sonic the Hedgehog, the legendary Love Showdown collection, Little Archie and the best of the Archie superhero stable such as The Fly, The Shield and The Mighty Crusaders. With such a diverse collection of graphic novels, there’s something for everyone to enjoy. And who knows what might yet be on the horizon for great stuff to read?

And would you believe there’s still more? Like a worldwide cellphone deal for wallpapers and text messaging backgrounds, and a possible video game deal for 2006. Then there’s the next live action movie project, this one starring Betty and Veronica. Even after over sixty years, Archie and his friends remain a key part of American pop folklore. Despite the rampant changes that have occurred in the comic book industry, Archie remains a pleasant and refreshing constant amidst all of the chaos and turmoil. It's very good to know that Archie and his gang will be around to entertain young and old alike, well into the new millennium. The times, fads and fashions may change, but the down home values that make Archie great never will. When all is said and done, it's quite true that----EVERYTHING'S ARCHIE!

PART ONE | PART TWO | PART THREE
PART FOUR | PART FIVE | PART SIX

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