Movie company mercenary

A guy on the A train had a red streaked yellow smiley face Watchmen button on the left lapel of his black leather jacket and I wondered what this meant. Is he just saying he's a fan of the movie or book, or is he also saying that he's a fan of The Comedian, the cynical special ops mercenary? If the latter, does this guy think that The Comedian would wear movie company schwag you can get from the local Suncoast? Maybe he would if he were a guerrilla marketer for the production or distribution company.