The viral marketing for Batman v. Superman: Dawn of Justice has begun as Fortune runs some LexCorp sponsored content profiling the company’s CEO, Lex Luthor.

The piece describes how Lex reinvigorated the aging petrochemical and heavy machinery company founded by his father, turning it into a Fortune 500 tech darling, and paints a picture of the character as a member of the Silicon Valley elite.

This jeans-wearing genius is equally at ease rappelling the climbing wall in his employee “inspiration station” and coding in “the crucible”: the cutting-edge R & D lab where the baby-faced billionaire verbally extemporizes computer code like Miles Davis improvising a trumpet solo.

The “feature” goes on to describe LexCorp as a rival to Wayne Enterprises, and goes into the company’s philanthropic efforts. You can read the entire profile at Fortune.

Luthor has also made his way onto Twitter.

Check out when Batman v. Superman: Dawn of Justice and other movies are coming out in ComicBook.com's Movie Release Schedule.