Killing the Medium.
(...) superheroes are a genre, not the medium. You have to get people interested in the medium before you can get them into the genres. It's a lot easier to introduce someone to comics if you use a genre they're already into, like horror. Especially if you consider how radically different comics storytelling is. Unless you've been introduced to it young, or gotten into it on your own, it can be intimidating. And the reality is, in the mainstream, most people still assume superheroes are comics. Not a genre, but the medium itself.