Mondo’s Justin Ishmael and Artist Olly Moss Talk the Timed ‘Dark Knight Rises’ Poster Sale

If you've ever tried to buy a Mondo print, you know have difficult it can be. Sometimes just getting the poster in your shopping cart feels like a victory. But all that's about to change.

Today, on their official blog, Mondo posted the details on tomorrow's 24-hour sale of the Olly Moss 'Dark Knight Rises' poster (seen above). It's the first time a Mondo poster will be available to anyone who wants to buy it. At Comic-Con 2012, we sat down with Mondo's Creative Director Justin Ishmael and Olly Moss himself about the upcoming sale, how it'll work and whether there are any plans to use this strategy for future releases.

(And stay tuned this week for lots more from Justin and Olly on their upcoming prints and more...)

So can you explain the details of the 24-hour timed sale?

Justin: It's the first time we've ever done this. It's gonna run on Wednesday night and it starts at 12:01am CST and ends right before 'The Dark Knight Rises' would come out. We just thought it would be a fun thing for fans. Any time zone, no matter where you are in the world, anywhere in the country, it will be available to you.

Olly: We catch a lot of grief from the Australians.

JI: When we release stuff in London, it would be an awkward time for [Olly] even. It happened after 'The Avengers' too and people were like, "F---, we missed it." So this is for the fans. If you really appreciate the artwork - people complain about after-market prices and all that - this is your chance to get it if they like it.

Olly: The after-market value will be a complete non-issue.

Justin: Everyone's like, "I just want the art!" Well, if you just want the art, here's your chance to do it.

Olly: I've done a couple of sales like this of my own work and people seem really happy with the way it works.

Justin: The edition is going to be based on however many people buy it. So if 1,000 people buy it, it will be an edition of 1,000.

Olly: So it's like a pre-order and we print only enough to handle the supply the demand.

Justin: A lot of times, I've heard from websites that cover us, "Hey I read about that thing and I clicked on it and it's sold out already." How many people are clicking on this blogs looking to buy that poster and now, they'll actually be able to buy it. Even here it's really hard to get stuff.

Why did you decide to start with this particular poster?

Justin: 'The Dark Knight Rises' warrants it. It's the end of something that a lot of people are really huge fans of. So we thought this would be something that a lot of people want.

Olly: And I'm really happy with this print and the way it came out. I think it's my favorite.

Justin: It's definitely something we're doing for the fans. It's not a cash grab. We're not getting rich of this. I really want to emphasize the 24-hours and the time zone thing. No matter where you are in the world, you'll be awake when this is available and this will be available to you.

Will you look at this and examine the success of this and utilize it for future sales?

Justin: There are really no plans to do it again. It's just gonna be a case-by-case basis. I want to tread lightly on this because there are a lot of fans who are into us because it's a limited-edition print.

Olly: There is a limited edition version of this as well. There's a variant, which has a run of 120. And instead of just a color change, this is a bigger piece and a better one. Well, I don't want to say the better one but it's more detailed.

Justin: It's a true variant. There's so much you can say about why things need to stay limited. It's production issues…a screen printer is not set up to print 10,000 copies of a poster. When we're doing stuff with Tyler for 1,000, that's a lot to do. But if you think of a typical band is doing 50 or something. The quality is gonna stay the same. Just for this one, everyone can have one and we're gonna keep doing our regular thing. It's not different than us doing a Mystery Movie. It's a little bit different. This is an event. If you want it, you can buy it.