Marvel: Geniuses or Idiots?

I think the answer is a bit of both.

Its a genius move to have a comic like Invincible Iron Man #25 on the shelves when Iron Man 2 launches. While firmly set in current Marvel continuity (actually, its firmly set in future Marvel continuity since it plainly occurs after the yet-to-be-completed Siege crossover), this book captures the spirit and tone of the Iron Man film franchise perfectly. I can't imagine anyone who is at all open to reading comics and who likes the Iron Man films disliking this book. Fraction's story, and most of all his portrayal of Tony Stark, is pitch perfect, and there are some genuine wow moments throughout this double-sized issue.

Now where does the idiocy come in, you might ask?

Well, Marvel are idiots for not finding a way to put a copy of this book into the hands of almost everyone who buys a ticket for Iron Man 2. They should be giving the thing away for free in theaters. And if they don't want to do that, they should be selling it digitally, and perhaps offering it at a reduced price (or maybe even, again, for free), to anyone who buys a ticket. They should NOT be leaving it up to the general movie-goer to have enough interest in Iron Man to seek out a comic shop, then hope that the proprietor of said shop has the good sense to put Invincible Iron Man #25 in their hands and say, "You liked the movie, you'll love this!" They aren't even leading the horse to water, much less trying to get him to drink.