Most of that can be attributed to the likability and star power of actor Tom Hiddleston - but surely some has to go to the mischievous, bad-boy attitude of the character, and the fact that he has some justification for his wicked ways.
The character in the comic has gone through quite a few changes in the 50 years he's been appearing in Marvel Comics. He spent decades as the thoroughly evil opponent for Thor - but several years back, he "died" and was reborn as a young teen - a conflicted youth who tried to fight for the side of good, but often found his efforts misunderstood - or deliberately misconstrued.
Now he's changed again, aged and transformed into an adult (who looks remarkably like Hiddleston, natch) - but one who's secretly fighting on the side of the angels.
It's a clever bit of business, and writer Al Ewing keeps it fresh, light and inventive - but it never quite takes off. But the twist at the end of the issue promises some interesting paths ahead.
The art by Lee Garbett is quite good - fresh and unique, with strong layouts and breezy character designs.
I'm not completely convinced that this series will work - its tough to make a go of a series that has a villain in the lead - but it's off to a good start.
Grade: B+
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