Column: Comic Con Can Help You Sell ... Everything

Costumes and branding and sales, oh my!

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"Looka that guy!" shouted a New York City construction worker on the corner of 35th and 11th. "It's fuckin' Optimus Prime!"

Sure enough, a gentleman walked by clad in an astonishingly elaborate do-it-yourself Optimus Prime costume, decked from head to toe in carefully painted PVC and cardboard with metal accents, recreating the look of the character from the Michael Bay movies. The hard hat was so impressed he almost tore his eyes away from a girl in a backless, low-cut vinyl cat suit and high heels with a modish '70s-style belt around her waist.

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