From Chris Mautner’s review of The Dark Knight:
I’d lay down good money that not a single person at work who told me how psyched they were for the film will ever set foot into a comic shop to buy a Batman comic. Or even pick up a trade at their local Borders or Barnes and Noble. The cinema is where Joe and Jane Doe go to get their superhero fix. They would never be caught dead reading a comic. As far as we’ve come, there’s still an unwanted stigma.
Unfortunately that’s all too true.