In the lead-up to San Diego Comic-Con 2024, publishers, creators, and more are releasing tons of information about what they’ll be up to at the world’s biggest comics convention. However, among this year’s usual run of press releases and exclusive announcements, The Beat received a mysterious trailer for Idaho’s #1 Comic Book Company from comics publicity firm Don’t Hide PR.

The 28-second clip, seen below, shows a bison standing in a field chewing some grass. Yellow text flashes on the screen: “Welcome to Idaho, home of the world’s most popular comic book company from Idaho.” There’s no music, just the sound of the bison chowing down.

Then the opening chords of “Private Idaho” by The B-52’s play over the text, “We’re still workshopping that one.” Below this text is a URL: idahosnumberonecomicbookcompany.com.

Idaho’s #1 Comic Book Company website reveals another clip, this one just 21 seconds long. More yellow text appears behind and above a mountain range, this time in an upward scroll: “Good morning, America. “It’s time to make the comics.” The URL once again appears at the bottom of the video. This trailer has no music.

Next to this trailer embed, there’s a form to sign up for a mailing list, which asks for your first and last name, email, and cell phone number. All fields are required. The domain was registered via NameCheap in February 2023, with no other identifying details, and it was updated recently.

We have no idea what to make of this since we haven’t heard of Idaho’s #1 Comic Book Company—which is embarrassing since we pride ourselves on always being in the know about comics news—and Don’t Hide PR hasn’t provided any additional context clues.

Whatever is happening, it’s a unique mystery we look forward to solving. We suspect more information will be released the closer we get to San Diego, where perhaps the solution to the puzzle will be revealed.

Stay tuned for more SDCC ’24 coverage desde The Beat.