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I think that whereas the graphic novel sort of widened the audience for super-hero comics, judging by that trailer, the film is being aimed at the very same people who flocked to watch adaptations of stuff like X-Men, Spiderman, etc. It's unfair to judge a film by its trailer, but it does seem to look like a lot of what's already out there and definitely seems unlikely to appeal to an audience not already committed to the genre. Saying that, I'm not sure how you could adapt something like Watchmen to the screen without succumbing to that kind of ghettoisation.
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