As with Comic Book Men, a similar series airing on AMC starring Kevin Smith, the program focuses on the interactions among the store's staff, and with its customers.

Another customer is Chris Notarile, a 20-something aspiring comic book creator who lives on food stamps in order to devote his money to developing his character, The Protector.

Parthenon Director of Production Danny Tipping comments on the subject matter's appeal, "The world of comic book super fans is both fascinating and surprising.

"[7] Gerry assigns Alex the task of tracking down a mint condition copy of the 1957 comic book that sparked his interest in the medium.

With the 2011 New York Comic Con just six weeks away, Thor works to secure an appearance at the Midtown booth by writer/artist Frank Miller, while his "right hand woman", Zoë, reacts to receiving flowers from an anonymous fan.