Our Inner Spidey

Sequels are not destined to be rubbish – they aren't subject to the apparently inexorable laws making most remakes terrible. After 2 Fast 2 Furious and all that pap last year, Spider-Man 2 – like Shrek 2 the week before – has wowed many observers. Not only does it appeal to the 'kidult' demographic by packing in parents, their kids and independent teenagers, it also delivers by entertaining them all intelligently, without resorting to grafting adult gags on to the kids' action scenes (anyone for The Cat in the Hat?).

Spider-Man 2's other great marketing trick is to reinvent a version of an existing character while keeping the original fans on board. There are sufficient regular readers ('fanboys') to support several monthly Spider-Man comics, but not necessarily enough to make a multimillion-dollar feature film (or film franchise) profitable. Television shows can limp around in a DVD and convention afterlife by drawing on the fanbase. But once you start costcutting on comic-book adaptations they look awful. (Anyone fancy watching Superman IV: The Quest for Peace tonight? Didn't think so.)

The rise of computer-generated imagery (CGI) has meant that many superhero projects discussed in the 1970s and 80s are now more achievable, but bad CGI is no better than cheap special effects. And even without cost issues to consider, nothing can help a chronic script (step forward, Batman and Robin).

Taking the long view, it's apparent that superhero movies, despite the occasional blockbuster, have been essentially a minority sport. The late '70s/early '80s success of the first three Superman films did little to undermine the way that for mainstream audiences, the figure of the superhero was always tainted by the camp Batman TV show and its big-screen spin-off. The Incredible Hulk and, to a lesser extent, Spider-Man could thrive on 1970s TV provided they faced off against everyday criminals (and ninjas) and avoided wheeling on the costumed villains.

But elsewhere, characters from Marvel and DC comics seldom ventured off the four-colour page, except into cartoons. As live action it was all too silly after the age of seven, especially Batman. In his essay "Batman, Deviance and Camp," cultural critic Andy Medhurst recalls "pure pleasure, except for the annoying fact that my parents didn't seem to appreciate the thrills on offer. Worse than that, they actually laughed. How could anyone laugh when the Dynamic Duo were about to be turned into Frostie Freezies?"

If Medhurst later came to "share that once infuriating parental hilarity" (at least until he wrote the essay that partially rehabilitated the character), then so too did mass audiences most of the time. Charting the discussion of comic characters as entertainment in the 15 to 20 years since I was an intern at the Final Frontier comic shop, it's striking just how defensive the industry has been. Contriving the term "graphic novel" instead of "comic," rather than claiming to be art or literature, and the distancing of a successful movie like Blade from its comic book origins – it all adds up to a part of the entertainment industry being in denial. Meanwhile, the fanboys themselves acquired a reputation for poor personal hygiene and needing to get out more, embodied in "Comic Book Guy" off The Simpsons.

In defense of the comic, it is worth pointing to its ability – not unlike other forms of entertainment – to connect with wider social changes. Indeed, some overestimate the influence of comics to make a case for a red thread of immigrant radicalism in mass entertainment. While Superman evolved into a patriotic symbol, his fantastic origins owed much to immigrant fantasies of transcendence. Kill Bill Vol 2 sees Bill (David Carradine) remind us that Clark Kent is only Kal-El's disguise, but for creators Jerry Siegel and Joe Shuster, Superman was a steely alternative to being a bespectacled mensch.