Q & A : Archie Makes a Movie for NBC

“Archie: To Riverdale and Back Again,” the first live-action movie based on the characters from the popular Archie comic books, airs Sunday at 9 p.m. on NBC. Michael Silberkleit, the publisher and chairman of Archie Comic Publications Inc., talked about Archie and his colorful history with Susan King.

Why has it taken so long for Archie to become a live-action film?

We started on TV in 1969 with the animated show and were on for seven years, and have tried over the years to get people interested in doing a live Archie show. Unfortunately, there were other properties that were hotter. There was more interest in adventure characters. But it’s our turn. There’s a movement back to nostalgia and away from violence.

Were you reluctant to have Archie and the gang depicted as adults in their 30s?

It would be silly for me to say that I wasn’t. To me and to my partner (Richard Goldwater) and my son and people who work for us, Archie is a real live human being. He really exists. But people do grow up. Obviously, he’s not going to take drugs, get drunk, break the law or molest children. It’s still true to the Riverdale motif. It’s still the same old Archie. We are not going to do anything to screw up the character.

Why has Archie maintained its popularity over 49 years?

Archie is everyman to everybody. He lives in middle America. Archie is who you wish you were but aren’t.

Have you kept Archie contemporary?

By all means. Our writers are instructed to constantly read the latest magazines. Whatever is going on in the world will find itself into a story in some degree. Magazines carry public service messages on “Say No to Drugs.” The Archie “Say No to Drugs” message is on over a billion-and-a-half milk cartons. We have addressed the AIDS situation and missing children in public service announcements.

How many copies of Archie comics are sold yearly?

We sell about 15 million a year. Some come out monthly and some come out every other month. We have about 40-50 different titles. We are constantly expanding our line.

Kids really believe Archie lives because they call here and ask to speak to Archie. Sometimes I am Archie, and sometimes Richard is Archie, but we talk to them. We have an answering machine on the weekends, and then you can see how many kids call from all over--I’m talking from South Africa, New Zealand and Japan.

Are there any other Archie projects in the offing?

I am working on an Archie fast-food restaurant. I want it to be healthy, low cholesterol, low-fat food. We have signed a licensing deal for a line of clothing for adults, and we signed an agreement with Warner Bros. to do a live feature like “Batman,” but without the violence.