Marvel has been publishing Ultimate Universe comics since 2000. The point of the Ultimates line was to reintroduce traditional superheroes with complex, canonical storylines that go back decades in a new, modern setting for new readers. Comic book storylines can go back decades. So, the editorial mindset was to make it easier for newer and younger readers to get into comics. This was a mind-blowing gamble in 2000, but it paid off. The best Ultimate comics now span over 25 years, and they are as popular as ever.
