this is the brain child of aaron howland who opened the company a comic shop in 2006. >> i saw recordoing out of business. >> comic shops have long suffered from the stereo types like shows like the "big bang theory" and "simpsons" reinforced. >> it's not a gene are a. it's a medium. to say i don't like comics is like saying i don't like books, i don't music, i don't like movies, i don't like tv. i realize there was a stumbling block where comics were seen as for children or accent trick older people. instead of selling pristine conditions they stock only new up and coming series with affordable price points. >> i want to do this is new, this is hip. this is modern. these are what comic book artists and writers are working on now. and share it the love as entertainment. >> the goal? to make comic book reading approachable for a whole new set of consumers. at the beginning, it meant talking to anyone who would listen. even offering free comics to first timers. >> we were basically, just nonstop trying to get people in here. >> and that soon evolved into holding regular social events. a