Fan service is when you cater to the fans and appeal to their fanhood and fandom. The trophy room in Thor movie, or JMS being in the Thor movie as a cameo are examples of fan service. Jeph Loeb employs sensationalism. Which is to generally disregard what fans know and appreciate and write controversy and loudly to get lots of attention, negative as well as positive, but most casual readers aren't really aware of the negative points. Since Red Hulk was a new, and unknown character, he can't really count as fan service because he wasn't giving fans what they wanted, he was appealing to casual readers more unrefined knowledge and sense of curiosity and popcorn movie attitudes, and giving them what they didn't really know they wanted, but liked the same way they would like Transformers. When Jeff Parker wrote Thor easily smacking around Red Hulk, in the same series a dozen or so issues later, that could count as fan service.
Personally I don't really care for the term PIS, its so overused and misapplied by comic fans who seem to not really know that much of creative story components or comics writing its almost redundant, but Loeb's Hulk run is legendary! I wouldn't say al the following is PIS, but definitely sensationalist. First Rulk kills Abomination, which okay comic death, but Rulk does it with a gun made especially for Hulk sized people. lol Then he whacks Abomination (new) and Hulk around before knowing out the Watcher. Uatu That guy who once upon a time was seen as an equal of Galactus. Not only does he get punched off his feet by a leaping Rulk, but Rulk throws in a very tasteful upskirt joke at his expense. So the character who is usually shown to signal that our heroes are in serious trouble just by his appearance and observation, is knocked out with a fist and upskirt joke. Rulk goes on to beat up Thor and casually and easily choke out She Hulk on the side. Easily kill and behead a Wendigo, and then take on She Hulk, Valkyrie and Thundra, and during that battle he yanks Thundra's weapon away from her and uses it to choke She Hulk while he yanks Val's sword away from her to use the hilt to tap at her forehead, ay ay ai. Then he goes on to take on those three characters and Storm and Sue Storm, and Tigra and a few others. You think they beat him only for him to reveal he was playing possum and then he knocks out Storm with a small pebble rock. lol Then next arc he kills Silver Surfer, Terrax, Namor or something like that - I try not to remember details, but I can't forget him killing that which supposed can't die the Elder of the Universe the Grandmaster. Then he throws Silver Surfer's dead body at Galactus and he still gets to walk away alive.
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