How to make chess more popular?

Does it matter if chess is a popular spectator sport or not

Chess is fine as a sport for those who understand it and wish to invest the time.  I happily watch 5-6 hours of coverage each evening during the US Championships or Sinquefield Cup or London Chess Classic or other major events that have good commentary. I don't really care if it is just me, 3 other guys and a dog watching or 56 million people so long as the coverage continues.

we need cheerleaders in the big events .

I don't think adults... at least adults that I would have any respect for, would use terms like dork or nerd (at least in a bad way). They also wouldn't over generalize so easily.

Do people actually think it's for dorks and nerds? If they do though, I don't even care lol :)

I like the thing with a bad guy. The top players should draw straws on who has to act like he is a freaky weird bad guy.

Chess has been around a long time. If it was going to become a mainstream event it would have happened by now. It will always be a minority sport/game much like bridge. 

However, I think it is in our interest (we, being those who love chess) that more (not fewer) people play the game. Introducing chess at school is a good thing and can help. I worry a little about the future because there are so many things now that compete to grab a child's interest and intellect. Will chess be much less popular in 20-0 years from now?

I do think more quickplay matches/tournaments being televised could also be good. I remember going to London to see Short v Kasparov when they had a quickplay match (early 90's I think). 

Only hardened chess fanatics have an interest in the serious world championship type matches and that is likely to always remain so.

The cheerleaders suggestion is a good one. All popular sports have cheerleaders.

Cheerleaders are too noisy ☺ I suggest race queens but call them chess queens.http://static.redflava.com/images/2015/Jul/19/SK190715/Sexy_Korean_190715_003.jpg