It's all about the suit.

At least that's the theory of Lori Johnson of Valparaiso, explaining how fans already are buzzing about the best way to gauge whether the new movie "Iron Man," opening in theaters today, will be a hit with audiences.

"His iron suit is everything," said Johnson, 29, manager of Galactic Greg's Comics in Valparaiso.

"This guy doesn't even have any superpowers without the suit. And from all of the commercials and what previews we've already seen on the Internet, the suit and special effects look pretty cool and well done."

It's not by coincidence the Paramount film, which stars Robert Downey Jr., as the Marvel Comics hero, just happens to be opening this weekend.

Saturday is National Free Comic Book Day.

Comic book stores around the country, including Galactic Greg's, will be giving out free comic books, most of which are being provided by Marvel Comics and feature Iron Man paired in stories with his other super comic contemporaries such as Spider-Man, The Hulk, Captain America and The X-Men.

It's a clever promotion intended to draw a new and younger generation to read comic books, with an added emphasis on the Iron Man factor to help push the new movie, which also stars Gwyneth Paltrow as secretary Virginia 'Pepper' Potts, the main love interest, and Jeff Bridges as the supervillain Iron Monger, a menacing evil metal man.

"Iron Man isn't exactly one of the most recognizable superheros," said Josh Wilson, 27, of Hobart.

"I mean, yes, he's right up there near the top. But he's about equivalent to Aquaman and his backstory if you compared him to Superman."

The movie unfolds the history of the superhero, beginning with billionaire playboy Tony Stark, who has riches, great looks, a super intellect and a successful business designing weapons.

But when an explosion damages his heart, he creates an iron suit of armor that transforms him into what he considers "the ultimate weapon" and an ideal alter-ego: Iron Man.

Created by the legendary Stan Lee, who's now 85, with the help of writer Larry Lieber, who's now 76, as well as artists Don Heck and Jack Kirby, Iron Man first was introduced to comic book readers in a March 1963 story-line in issue No. 39 of the comic book "Tales of Suspense," which at the time sold for 12 cents.

As comic book enthusiasts of a new generation, Johnson and Wilson believe casting Downey Jr., as Tony Stark is "perfect."

"Everyone knows about how Robert Downey Jr., has spent his life wrestling with a drinking problem and that's also true for the character of Tony Stark, who fights all of these villains as Iron Man, but still faces the hardest challenge fighting his own personal demons within," Johnson said.

This week's movie hype included Downey Jr. appearing earlier this week as a guest on David Letterman's talk show Tuesday night.

There's also added excitement in Valparaiso for the movie's opening, since a screening of the film on Thursday officially launched the opening of the new 12-screen Cinemark Theatre at 700 Porter's Vale Road.

Last night's screening of "Iron Man" was paired with a VIP invitation-only event themed as "Real Superhero Night," honoring local fire departments and law enforcement officials from the region.

And on Saturday, Marvel Comics artist Cory Hamscher, 25 of Valparaiso, a graduate of Hobart High School, will be at the new movie theater displaying his comic sketches and panel art.