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Beloved comic book character Archie's final selfless act

Archie Comic book fans are battling mixed emotions as their beloved Archie is killed. In the series of his adventures after high school and college, the comic character will die while saving the life of his gay friend Kevin Keller, who was introduced in 2010. The company's CEO Jon Goldwater is full of optimism as the issue is set to go on sale July 16. SOUNDBITE: Jon Goldwater, Archie Comics CEO, saying (English): "It's really not sad, actually it's inspirational. Because Archie does what you would want Archie to do. He takes the bullet for his friend, and he would do that for anybody. Not just for his friends, he would do it for his family, he would do it for his teachers, for his community. Frankly I think he would do it for a stranger." "Life with Archie #36" will detail his final moments, while the following issue will show how his friends are coping without him a year after his death. Even though the storyline has been in the works for a couple of years, it still came as a shock to some like Jono Jarrett from Geeks OUT. SOUNDBITE: Jono Jarrett, Geeks OUT, saying (English) "I was very surprised. I was impressed by the boldness in the storytelling. 'Life with Archie' doesn't pull it's punches. This seem like a real American story, a very now kind of story. And I think that's really exciting for a character that's 75 years old. I find that very refreshing in terms of a real all-American kind of pop culture medium." But Archie is not gone forever; the events in the flash-forward series will not affect the character in the present-day series - his teenage adventures and stories will continue.