Since 2008's The Dark Knight, viral marketing has become an integral part of WB's promotion machine for its superhero movies, and now Batman v Superman: Dawn of Justice is getting in on the action with a fictional interview of the film's Lex Luthor in Fortune.
The interview goes into great detail examining Luthor's rise to power, converting his father's aging mechanics firm into a tech giant, but also gives some remarkable insight in Lex's character and motivations in Batman v Superman, including a look at LexCorp's thoroughly modern business environment, and Lex's "world famous collection of meteorite crystals."
For example, the interview establishes that Luthor's father, Alexander Luthor, Sr., emigrated from a war-torn nation to become an American success story. In fact, the legacy of Luthor's father seems to drive Lex's ambition.
“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.”
But it isn't just Lex, Sr.'s business sense that his son has inherited - it's his political slant, as well.
“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.”
In comic books, Lex Luthor's father is either Jules Luthor (in the Golden Age) or Lionel Luthor (in modern comics). There was an Alexander Luthor, Jr. in comic books, though he was the sole hero of Earth 3, a world where the roles of familiar heroes and villains was reversed. Also in comic books was Lex Luthor II, a clone of the original Lex Luthor who pretended to be his adult son when Lex's original body died of cancer brought on by Kryptonite.
But even though Batman v Superman's Lex Luthor takes some story departures from his comic book counterpart, his rhetoric is all too familiar.
Interestingly enough, the article also mentions Wayne Enterprises and Kord Industries (company of Ted Kord, the most famous iteration of the Blue Beetle) as LexCorp's peers. But what sets LexCorp apart is its willingness to go after military contracts, something Luthor sees as "a necessity."
“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.”
Luthor doubles down on his statements by revealing that LexCorp is on the cusp of revealing technology that will "change the world."
“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.”
Just what this product is will likely be revealed when Batman v Superman: Dawn of Justice hits theaters on March 16, 2016.