Batman v Superman: Dawn of Justice is still five months away, but it’s marketing has been in full gear for months already. It feels like every week we’re getting new interviews, photos, footage, etc. Yesterday the marketing was taken to the next level with online viral marketing in the guise of a Fortune news article about Lex Luthor. You can check out the full article at the link here.
In summary, the article did an effective job at describing who Luthor is and giving hints at the dynamic between him and the other characters in the film. As we already assumed due to the casting of Jesse Eisenberg, this Luthor will be different from other iterations of the character. Here he built a tech company with military contracts on the shoulders of his father’s oil and heavy machinery company. But, as I said above, what was most clever in the article is how they set up his connection with Bruce Wayne/Batman and Superman.
When discussing his father, Luthor stated the following:
“Well, Dad was a complicated guy. He came from a country where the government, in the guise of protector, had absolute control over the citizens. That drove him. I get it. Heck, I’d hate to see that sort of thing happen over here.”
“It’s about safety. This is a product that will protect you, and everyone, from threats you don’t even know about yet. I don’t want to scare anybody… much. But there are a lot of threats out there, and they’re here today.”
The “in the guise of protector” statement clearly is meant as slight against Superman. In Synder’s Man of Steel Superman’s efforts to protect the city ultimately lead to a significant amount of destruction. There’s sincere reasons to fear a being of such power, even if he’s stated that he wants to help humanity. However, beyond the legitimate fear, I’m Luthor has always been a clever business man with a lust for power and being second fiddle to anyone has never sat right with him. So turning people against Superman (which he seems to be doing in the voiceover in the trailer and hinted at in the statement above) may be his plan.
Secondly, the article demonstrated that there’s a rivalry between Wayne Enterprises and LexCorp. LexCorp is second to Wayne Enterprises as a technology company in the world and ranks behind him in charitable giving. When asked about that, Luthor gave a backhanded compliment.
“It’s not a competition,” laughs Luthor. “Besides, I can’t hold a candle to those guys in the debauched billionaire playboy department!”
I’m curious what other viral marketing will come out in the next few months leading up to the film’s release. Either way this promises to be a huge blockbuster film and will certainly give Captain America: Civil War a run for its money. Batman v Superman: Dawn of Justice arrives in US theaters March 25, 2016.