Lex Luthor Gets a Feature Profile in 'Fortune' About His New Empire

October 6, 2015
Source: Fortune

Lex Luthor

"I don't know very many 'war mongers' who have a foosball table in the conference room." Nice one, Lex. This is pretty dang cool, actually. Warner Bros has hidden a sneaky viral article in Fortune magazine, and it's now available online to read in full. The article is about Lex Luthor, played by Jesse Eisenberg in the movies, and his LexCorp company which became a Fortune 500 powerhouse soon after he took over. This is all a world-building promotion for Zack Snyder's Batman v Superman: Dawn of Justice, getting in the DC characters again in big ways, but it's cool to see them diving into the deep end and embracing DC's universe.

Here's a few quotes from the Fortune piece titled - "Lex Luthor Jr.: Not Just His Father's LexCorp":

“Well, Dad was a complicated guy,” his down-to-Earth son notes as we pass a tasteful display of his world-famous collection of meteorite crystals. “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.”

Partly, the success of this young company comes from Luthor’s willingness to go where Wayne fears to tread. Wayne Enterprises has shied away from military contracts in the last decade.

“It’s a necessity,” Luthor insists. “We live in the most dangerous point of time in all of human history. Statistically speaking, it’s a near certainty that another world-changing crisis is hurtling toward us like a speeding bullet. We have to be ready to defend ourselves. No civilization was ever conquered by having a strong military.”

As far as we can tell, there's nothing particularly revealing or shocking stated in the article. At least nothing that we didn't already know. It's all setup for Lex Luthor with in-world explanation as to why he's so angry and out to get all the superhero good guys. There's one other big hint at the end that he's about to unveil something that may make the superheroes useless. Luthor says: "Handouts don't change the world. The true gift of LexCorp is our products. We are on the cusp of unveiling a technology that will change the world forever." They're already playing him against the superheroes, ending with "whatever the dangers lurking for us today, we have on our side Lex Luthor, a man of tomorrow." A very interesting profile on Luthor.

Hopefully this is just the beginning of more creative, unique viral marketing tied into Batman v Superman: Dawn of Justice. We still have over five months to go until the release next March, so there's plenty of time to build up the world even more. Until then, stay tuned for news and get acquainted with Lex Luthor here.

Find more posts: DC Movies, Hype, Viral Marketing



Damn, Lex be throwing mad shade at Wayne Enterprises...

DAVIDPD on Oct 6, 2015


This is actually very cool and very refreshing from a marketing standpoint, imo

Transmillion on Oct 6, 2015


This article confirms Kord Industries, a company that in the comics, is lead by Ted Kord, a.k.a. The Blue Bettle

Miguel Garay Boszeta on Oct 6, 2015


Ahmmm... I only hope this movie doesn't suck.

capitandelespacio on Oct 8, 2015

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