New York Comic Con Launches 'King of the Road' Promo

Valiant, Image, Boom! Studios and Dark Horse Comics team for promotional effort tying in with next week's comic convention.
Courtesy of Valiant PR

New York Comic Con is still officially a week away -- it begins October 10 and runs through October 13 at the Javits Center -- but things get started a little earlier for one unusual part of the convention, as the con's "King of the Road" promotion sees four publishers teaming with Chevy to add a little (four-)color to New York's roads.

Starting this Saturday and running through Tuesday, Oct. 8, the King of the Road challenge will see representatives of Boom! Studios, Valiant Entertainment, Dark Horse Comics and Image Comics driving around NYC in specially decorated Chevy Sonics, stopping off at comic stores in the city and "competing in crazy challenges and giving [fans] the opportunity to win exclusive NYCC prizes along the way," according to organizers.

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There's little chance of failing to recognize the cars if you're in the area -- each one is literally covered with promotional branding (Valiant's car advertises new launch Unity, while Image's mixes characters from recent and upcoming titles with the "What's Next" tagline; Dark Horse goes for Hellboy and B.P.R.D. decoration, and Boom!'s features a number of characters and titles from the publisher's catalog) -- but if you want to keep track of where the cars are, organizers suggest following the hashtag #NYCCKOTR on Twitter.