Aware of Todd's unpopularity, O'Neil and writer
Jim Starlin began discussing ways to retire the character, and before long, began to consider killing him altogether. During an editorial retreat, O'Neil recalled the success of a 1982 segment of
Saturday Night Live, in which
Eddie Murphy encouraged viewers to call the show if they wanted him to boil
Larry the Lobster on air. O'Neil proposed a similar idea involving Todd to publisher
Jenette Kahn, who liked the idea.[SUP]
[5][/SUP] O'Neil would later state:
We didn't want to waste it on anything minor. Whether
Firestorm's boots should be red or yellow ... This had to be important. Life or death stuff.
— Dennis O'Neil[SUP]
[5][/SUP]
On the back of
Batman #427, an advertisement was run featuring Batman carrying a severely wounded Robin. In the ad, readers were warned that Robin would die of his injuries "because the Joker wants revenge", but that they could "prevent it with a telephone call". Two
900 numbers were given: one (1-(900) 720-2660) which would let Robin live, and another (1-(900) 720-2666) which would cause him to die.[SUP]
[3][/SUP] The numbers were active for 36 hours, beginning on September 15, 1988, at 8 A.M. EST and ending on September 16, 1988, at 8 P.M. EST.[SUP]
[5][/SUP] Readers were charged 50 cents per call.[SUP]
[3][/SUP] Approximately 10,614 votes were cast during this period. When tallied, the final results were extremely narrow, with 5,343 votes in favor of Jason's death over 5,271 for his survival—a margin of just 72 votes. O'Neil would later admit to having voted in Todd's favor, as he felt that Batman was incomplete without Robin and feared killing Todd would lead to backlash.[SUP]
[5][/SUP]