DC recently began their viral marketing campaign for Batman v Superman: Dawn of Justice, taking a unique approach to advertising their gateway Justice League film.
Building up to the eagerly awaited Batman v Superman, DC has strived to create a strong sense of realism, merging the worlds of Batman and Superman in a manner previously unknown to the DC Extended Universe.
Unsurprisingly, Lex Luthor will be playing an important role in the film; previous incarnations have routinely adhered to static predefined character traits, but Fortune Magazine has revealed surprising details about the character. When we think of the iconic Lex Luthor we conjure the image of the daunting, bald, billionaire, bane of Superman...
However, breaking from tradition, it seems that director Zack Snyder's Lex is in his thirties, a vegan, and... played by Jesse Eisenberg, star of Zombieland, The Social Network, and other films where he plays the 'bumbling geek' character.
We can speculate that Snyder is breaking, at least partly, from the tradition of Superman films, and offering his unique contribution to the DCEU. Although, it has now been revealed that Lex will eventually be going bald, suggesting a transition to the more traditional Lex Luthor image.
In addition to his redefinition of Lex's character, it is apparent that Snyder is expanding on the relationship between Lex and his father, as revealed in an exclusive interview with Fortune Magazine:
"Dad named the company after himself ten years before I made my unexpected entrance into his life. But investors seemed to respond to the idea of an adoring father building a legacy for his precious son. He used that to his advantage. It was a good shtick and, whatever else he was, he was a good businessman." [Via Fortune Magazine]
It seems Snyder is offering a rebranded Lex with a touch of humanity beyond the billionaire genius with a hatred for Superman, a modern image which fits into 21 Century culture better than a middle-aged supervillain, hellbent on indiscriminate evil.
This also offers us the opportunity to see Eisenberg's approach to the DC villain archetype, through his (possible) significant role in the film. The trailer revealed at Comic-Con shows Lex narrating the conflict between the two titans: Batman and Superman; something which could mirror his role in the film.
Moreover, reports state that LexCorp is being presented as having a rivalry with Wayne Enterprises, effectively drawing together the cinematic words of Batman and Superman.
This also serves to cement Lex into the film, and hints at his involvement, possibly in helping Batman eliminate Superman by providing him with Kryptonite.