ABC late-night show Jimmy Kimmel Live ran a taped segment Wednesday, May 7 in which co-host Patton Oswalt visited Los Angeles comic retailer Bill Liebowitz at his Melrose Avenue Golden Apple store.  Oswalt, best known for his role as Spence in King of Queens (and in the comic world for writing JLA:  Workweek, which streets June 11), introduced the segment by talking about the relief he was feeling on a Wednesday night because it was New Comics Day and he'd had his comics fix.  He noted that the segment had been shot on a Tuesday, six days after the previous New Comics Day, and that comic fans got a little strained after going without new comics for so long. 

 

The segment opened with an exterior shot of Golden Apple, then the camera followed Oswalt through the store to the rear, where owner Bill Liebowitz was presiding.  Oswalt's voiceover set the scene by saying that since it was Tuesday, the day before new comics come out, 'We can go to the back room and hang out with the nerds.'  The back room scene had two fans using a light saber and Hulk gloves in a mock fight (in which the line, 'Yoda is intellectually superior to the Hulk' was used), roleplaying, and various other 'nerd' activities.  The RPG got a little out of hand, as one player was shot with an arrow, another had a bottle broken over his head, and another had his hand cut off with a sword (which was actually a mistake, because it was on a roll of 18, and 'You only get dismemberment with a perfect 20').  Oswalt broke up the game and took everybody home by announcing, 'I've got Goonies on Tivo!' 

 

Aside from showing one of the best-known comic stores in the country (and giving enough of an interior shot to show the extensive stock), the frequent mention of Wednesday as New Comics Day in the introduction and during the segment, and using it as the 'motivation' for the skit, was positive for the comic business -- treating the nationwide release day for new comics as a piece of cultural background that can be taken for granted.