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Batman Case

In: Film and Music

Submitted By bd0124
Words 1452
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The Dark Knight is a movie in the trilogy of Batman directed by Christopher Nolan. It was produced by Legendary Pictures along with Warner Bros and distributed by Warner Bros. The Dark Knight made brilliant use of online and offline content to bring fans of the movie together before it released. The target audience for this movie was very broad. There were Batman fans, Christopher Nolan fans, and fans of the franchise. So the producers didn’t really need to hard sell the movie. The audience was teeming with anticipation already. The campaign was to generate interest, get talk going, and involve the fans into the Batman universe to provide a more enriching movie experience.
This film had has one of the most elaborate marketing strategies to date. The campaign was launched 15 months prior to the release of the film and witnessed participation from millions from across the world. Warner Bros made use of all kinds of media and without the use of convergence, as we spoke about in class, this strategy would not have been as successful. Warner Bros. effectively created a viral marketing campaign for The Dark Knight, developing promotional websites and trailers.
One of the first websites created was www.ibelieveinharveydent.com, dedicated solely to generating interest in “The Dark Knight”. The website focused on Aaron Eckhart’s character Harvey Dent in his efforts to bring Batman down. “I Believe in Harvey Dent” Promotional Packs were sent to those who had registered on the way page. During the course of the marketing of this film tragedy occurred, Heath Ledger, the man who played the joker, passed away. Efforts from WB were now to focus all attention on Heath Ledger and his performance as the Joker.
The page, www.ibelieveinharveydent.com, was defaced (jokingly by WB) in order to build suspense as the first images of Heath Ledge as “The Joker” were released. This is a…...

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