How will Superman's 'gay appeal' affect box office?

Using The Advocate's cover story as a springboard, The Los Angeles Times explores the "obvious — and growing — gay appeal" of superheroes, and whether the Man of Steel's supposed "gay vibe" will broaden the audience for Superman Returns:

An informal poll of six veteran Hollywood marketing executives at rival studios revealed sharply divided opinions over how — or even if — Superman's gay attention would affect the film. Two of the executives said the focus could actually expand the film's audience, much as gay moviegoers have responded to the X-Men superhero series, which has been praised for its metaphorical plots about acceptance.

... But four of the movie marketing executives, all of whom declined to speak on the record, said gay Superman Returns interest presented two potential box-office problems. First, teenage moviegoers, especially those in conservative states, might be put off by a movie carrying a gay vibe; among some teens, these executives agreed, saying something "is gay" is still the ultimate put-down. Second, the attention threatens to undermine the film's status as a hard-edged action movie, making it feel softer, more romantic, and thus less interesting to young ticket buyers who crave pyrotechnics.

The article also touches upon Joel Schumacher's notoriously campy Batman & Robin, which barely grossed $100 million in U.S. theaters.