Don't look now, but the proverbial mainstream media just discovered that gay (male) audiences tend to dig superhero movies, both because they often feel a connection with that whole outsider status/double life thing (see, for example, X-Men: The Last Stand), and because superheros are hot. So now, of course, studios are fretting: Do they sell these movies directly to gay audiences and risk alienating the frat boys who are scared they'll suddenly like men if they see something that appeals to (shhhh) gays, or just hope the gay audiences see the movies without targeted marketing? Interestingly, when John Horn of the LA Times approached six anonymous marketing executives to get their opinions on the issues, four of the six said they would avoid niche gay markets because of the risk such advertising might change the perception of the movie within other, larger markets. Of course, these people aren't necessarily homophobic, they're just speaking to market realities as they see them. Which is depressing as hell, really.

To their credit, however, the marketing people at Warner Brothers are not running away from Superman Returns' obvious gay appeal: They've bought advertising time on Logo, a gay TV network, and Brandon Routh himself graces the cover of this month's Advocate.