Up in what? The clouds?
When I went to see the Iron Man movie, the theater was packed.
One step into the local comic shop, however, and it felt like a ghost town.
Most people would rather just sit around and wait for the next comic book-based movie than go into a comic shop, which decades of pop culture has taught them are full of smelly fat men who argue with guys and leer at girls.
. . . which is, depending on the store, 25% to 90% true.
In order to get more people reading American comics, they'll need to get back to places non-comics people actually GO. Grocery store magazine racks, airport shops, bookstore shelves that aren't crammed between the sci-fi and children's sections, etc.