Marvel Comics, along with other comic book publishers in the 1970s, experimented with different cover prices to test the market and sales potential. The 35 cent variant covers were part of this pricing experimentation. During that time, the publishing industry was facing rising costs due to inflation, paper costs, and distribution expenses. In response to these economic changes, publishers were forced to raise the cover prices of their comic books.
However, rather than instantly raising the price of all their titles, publishers sometimes experimented with variants, releasing some copies at a higher price to test the market's reaction and willingness to pay the higher price. This allowed them to gauge whether a permanent price increase would be viable. Marvel's 35 cent variant covers (as opposed to the regular 30 cent price tag) were a part of this testing process.
Furthermore, some of the 35 cent variants were distributed in specific geographic locations or to test certain distribution channels. These variants were often produced in smaller quantities compared to the regular 30 cent editions, making them more collectible and sought after by comic book collectors. They became a part of comic book history, illustrating the evolving strategies of publishers to adapt to changing market conditions.
One of the most valuable of these 35 cent comics was Captain America issue #212. Not only did this comic have the rare 35 cent cover price, but it also had a glaring error on the cover: the “Marvel Comics Group” in the yellow banner adorning the top of the cover was missing! This ultra-rare variant of a variant has resulted in a price tag of several thousand dollars when a rare specimen turns up on eBay.