Viral marketing is all the rage nowadays, know how to whip the internet up into a frenzy and you're guaranteed success at the box office when opening weekend rolls around. [Batman v Superman: Dawn of Justice](tag:711870) is one upcoming blockbuster to employ this method, and the recent Lex Luthor reveal has really got fans talking.
A tweet posted from an account set up to represent the fictional character that Jesse Eisenberg will be portraying in the upcoming DC film landed a couple weeks ago. The tweet links to a Fortune.com article about Lex Luthor, and is telling about Eisenberg's character as he'll appear in the upcoming DC installation.
As it turns out, Lex Luthor is actually Alexander Luthor Jr., the son of the original Lex Luthor, Alexander Luthor Snr., who founded LexCorp. The piece is set up like an interview with the fictional Lex Jr., who talks about his late father (who met an untimely death in 2000, leaving the company to his son). The excerpt below mentions the connection made between Lex's name and the company itself:
"Dad named the company after himself 10 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," Lex says about his father.
Described as "a 31-year-old wunderkind", "jeans-wearing genius" and "baby-faced billionaire", Eisenberg's Lex Luthor is bigged up as this hip, down-to-earth young genius who is also a fun relatable guy, and the technologies that LexCorp is working on are sure to have a central role in Batman V Superman, as we see Superman kneeling before him in the trailer.
The fictional article also makes references towards Wayne Enterprises, describing LexCorp's success as stemming from "Luthor’s willingness to go where Wayne fears to tread. Wayne Enterprises has shied away from military contracts in the last decade."
So add ruthless to the list of terms we can use to describe Luthor.
“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.”
When pressed, the youthful mogul will only hint. “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."
Sounds like he's got a super-chip on his shoulder there.
In the comics Alexander Luthor Jr. is the son of Earth-Three's Alexander (Lex) Luthor and Lois Lane. During Crisis on Infinite Earths his parents pull a Jor-El and Lara and send the infant Alexander away to Earth-One when his universe is destroyed. Further down the line he meets up with and clashes against the original DC Lex Luthor, who views him as an impostor and is none too happy about having him kicking around.
Though Alexander Luthor Jr. starts out as a superhero he does end up becoming a villain, so perhaps this echoes how Luthor will turn from supposed-hero to villain over the course of Batman v Superman. Or maybe he'll just turn to villainy because of the fact that Superanhe went bald.
Batman v Superman: Dawn of Justice is set to be released March 26th 2016.