2008 Woodie Awards
'Knight' Marketing
Alex Plimack
Reel Deal | 4/3/08
Last night, I got a phone call from Jim Gordan of the Gotham City Police Department. Apparently, I'm the newest recruit of the Police Department after being busted in an elaborate "sting" that involved the Internet, three continents and bowling balls.
It's all part of the elaborate viral marketing campaign for this summer's "The Dark Knight," to be released in July.
And I absolutely love it. As a closet Batman geek (guess I'm out now), I've been closely following the ongoing Internet siege of Batman related viral Web sites. Sure, I'm eagerly anticipating the newest information to be revealed whether it's a trailer or picture but I'm also amazed at the coordination that such a campaign takes.
It all began in May 2007, when the Web site ibelieveinharveydent.com made its way online, a mock political campaign site for Gotham Assistant District Attorney Harvey Dent (who eventually becomes the villainous Two-Face). A few days later, the Web site ibelieveinharveydenttoo.com came online, featuring a "Joker-ized" version. Fans were invited to enter their e-mails. They would receive a special code, which upon entering on the Web site would remove a pixel from the picture. Pixel by pixel, Batman fans across the world revealed the first look of Heath Ledger as the Joker. Subsequent efforts have included real world scavenger hunts and campaign rallies for Harvey Dent (including one held in downtown Baltimore).
What I find the most enjoyable aspect of the marketing is the fact that fans are being encouraged to participate. Unlike other big blockbuster movies, which are mere mediocrity spoon fed to the masses (cough, "Transformers," cough), the folks behind "The Dark Knight" are letting the audience take a role.
Maybe it's a way of saying sorry for "Batman & Robin." Maybe it's a bad sign of hubris that will backfire terribly in July when "The Dark Knight" doesn't end up being all that good. Or maybe it's the first clear sign of a studio being fully confident in a terrific film and marketing the hell out of it beginning over a year in advance If that's the case, talk about refreshing.
So I'll continue to play along.
The studio has trusted us fans.
I trust them to deliver the goods come July.
It's all part of the elaborate viral marketing campaign for this summer's "The Dark Knight," to be released in July.
And I absolutely love it. As a closet Batman geek (guess I'm out now), I've been closely following the ongoing Internet siege of Batman related viral Web sites. Sure, I'm eagerly anticipating the newest information to be revealed whether it's a trailer or picture but I'm also amazed at the coordination that such a campaign takes.
It all began in May 2007, when the Web site ibelieveinharveydent.com made its way online, a mock political campaign site for Gotham Assistant District Attorney Harvey Dent (who eventually becomes the villainous Two-Face). A few days later, the Web site ibelieveinharveydenttoo.com came online, featuring a "Joker-ized" version. Fans were invited to enter their e-mails. They would receive a special code, which upon entering on the Web site would remove a pixel from the picture. Pixel by pixel, Batman fans across the world revealed the first look of Heath Ledger as the Joker. Subsequent efforts have included real world scavenger hunts and campaign rallies for Harvey Dent (including one held in downtown Baltimore).
What I find the most enjoyable aspect of the marketing is the fact that fans are being encouraged to participate. Unlike other big blockbuster movies, which are mere mediocrity spoon fed to the masses (cough, "Transformers," cough), the folks behind "The Dark Knight" are letting the audience take a role.
Maybe it's a way of saying sorry for "Batman & Robin." Maybe it's a bad sign of hubris that will backfire terribly in July when "The Dark Knight" doesn't end up being all that good. Or maybe it's the first clear sign of a studio being fully confident in a terrific film and marketing the hell out of it beginning over a year in advance If that's the case, talk about refreshing.
So I'll continue to play along.
The studio has trusted us fans.
I trust them to deliver the goods come July.
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