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DC Comics and Batman editor Dennis O'Neil were already aware that Jason Todd had become unpopular with readers and decided to remove him from the Robin role. The question was how to do that. Seeking a new way to interact with fans, and perhaps inspired by references to a dead Jason in Frank Miller's non-canonical future history comic book miniseries, The Dark Knight Returns, the company set up two 1-900 number one-dollar hotlines giving callers the ability to vote for or against Jason's death. The call-in period started after publication of the issue in which Jason and his mother are trapped in the warehouse.