While Marvel still slouches with its marketing campaign for Captain America: Civil War, DC and Warner Bros have come up with a new way of promoting Batman v Superman: Dawn of Justice - an article in Fortune Magazine dedicated entirely to Lex Luthor. Of course, we saw this type of marketing campaign for superhero flicks, most recently with the ill-received Amazing Spider-Man 2 - however, in that case, the articles written were published in the fictional Daily Bugle, and not in one of the most well-known business magazines in the world.

And this article dedicated to Lex Luthor certainly concerns Lex as the business man, the boy-wonder who took his father's enterprise to new heights. But this isn't all - the article tries, and actually succeeds, to make the one known as Superman's greatest foe as actually quite a likeable guy. So what does the article say more specifically?

Lex Luthor Jr. - Not His Father's LexCorp

First and foremost, the article reveals the age of Lex Luthor, who is 31 years old. His father was an East-German refugee who came to US without a penny and managed to build a petrochemical empire from nothing. According to Jr., this made his father a pretty good businessman.

However, if we are to read between the lines, we can understand that Lex Luthor Jr. has long surpassed even the wildest ambitions his father had. How did he do it?

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Youngest businessperson of the year

Jr. made a name for himself by renouncing the old ways - which means that he switched from oil to tech. And Lex Luthor made this change for the best, making LexCorp one of the largest tech corporations in the world.

Of course, this also means that LexCorp also deals with some other domains where tech improvement and expertize is needed - specifically the military one. Jr. calls this a necessity, because this day and age is the one in which the world is closer than ever to reaching a point of no return crisis.

Among others, the Fortune article also mentions Lex Luthor's choice as far as his food preferences are concerned - he is Vegan.

So we can see the thought put in this article. But this isn't all, since there are also unexpected connections to the rest of the DC Expanded Universe. Check out on the next page the subtle way of introducing other tech giants, as well as the most possible threat to the world!

Blue Beetle and Batman

As said, the article succeeds in creating a favourable image for Lex Luthor - an image like we never saw on the big screens. Among others, it is mentioned that he is all about giving. After all, he is no war-monger, since he does have a foosball table in his conference room"¦

So what does it mean that he is a giver? Well, LexCorp is one of the top 3 charitable corporations in the US, right behind Wayne Enterprises and Kord Industries. Obviously, everybody knows who the owner of Wayne Enterprises is.

But for the unknowing, Kord Industries is owned by Ted Kord, who is also known as the superhero named Blue Beetle - a highly trained martial artist with a genius level intellect. Which makes us wonder - are DC and Warner Bros aiming at releasing a Blue Beetle flick or series, just like the rumors suggested?

This isn't the only time when Wayne Enterprises is mentioned. Thus, as said, LexCorp is the second largest tech giant - behind Bruce Wayne's corporation. But LexCorp is slowly picking up the pace, simply because it also had military contracts.

Were you searching for a Superman reference, or something even more palpable concerning Batman v Superman: Dawn of Justice? Check out the next page!

Lex Luthor collection and plans

In the trailer for Batman v Superman: Dawn of Justice, Lex Luthor is nothing like the article makes him to seem. We see him puppeteering a senator, as well as having Superman kneeled in front of him. And we also see him being in the possession of a rather large Kryptonite rock.

Well, the article also casually mentions that he has an impressive collection of meteorites - so it isn't too hard to assume that Kryptonite is among them. It isn't specified, though, how he came into their possession. This makes us believe that he discovers accidentally what weakness Superman has.

Furthermore, the article also mentions Lex Luthor having plans which will ensure the safety of the world. As Lex Luthor says, "we are on the cusp of unveiling a technology that will change the world forever. This is a product that will protect you, and everyone, from threats you don’t even know about yet."

What can that be? Well, we do recall one of the later rumors concerning Batman v Superman, rumor which said that Lex will personally battle Superman by using his iconic mech-suit from the comics. Is it this kind of technology?

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Twitter account and more

The article was released just after Lex Luthor announced his new Twitter account - which in 2 days has gathered more than 10 thousand followers. So he is indeed a likeable guy, one might say. And you know what will make him even more likeable?

New York Comic Con is less than a day away from beginning. Sure, we can expect something new from all the comic book movies to be released next year. But do you know who will connect everybody there with the rest of the world?

It will be none other than LexCorp, who will provide free Wi-Fi for everybody attending the Comic Con. The announcement was made on the NY Comic Con page and it simply says, "connect to the “LexCorp” network from the list of available networks. You will automatically be redirected to the LexCorp WiFi login page where you can enter your email address and click “CONNECT” to gain access to the network.”

Well, this is about as interesting as it gets. As said, we do remember one superhero flick which had about the same virulent marketing campaign. Hopefully, Batman v Superman will do much better than it.

For the full Fortune article, click here!