Tracing The Dark Knight 's Marketing,Promotional, And Distribution Strategies

2640 words - 11 pages

The follow-up to the action hit Batman Begins, The Dark Knight reached many new heights in filmmaking. Starring Christian Bale as Batman and Heath Ledger as the Villainous Joker, the movie traces Batman's footsteps in Gothom city as he sets out to defeat crime and combat his archenemy. Released on July 18th of 2008, The Dark Knight was the highest grossing film of the year. Marked with top-notch casting, entrancing cinematography, and unparalleled promotion techniques the movie launched itself into movie making history. Although, the Dark Knight utilized uncountable strategies in promoting itself, its most original and unique strategies that contributed to its success were the use of viral marketing, theatrical screenings, and the IMAX medium.The Dark Knight used numerous marketing strategies to promote its release. One specific example is how the promotions team sponsored the production of a web comic book series about a comic book store. "Warner reportedly ponied up $36,000 for the first five episodes of 'Kyle Piccolo: Comic Shop Therapist'" (Hefflinger). This decision was made in hopes of targeting the comic book audience and attracting them towards The Dark Knight. Each show would feature an exclusive trailer of The Dark Knight before and after each episode. This specific audience is relevant to the movie, because Batman started as a comic book superhero and by targeting this audience the promotions team can better attract true fans. Further promotion was done in other unique areas such as with promotional games and applications before the DVD release. "Leading up to the December 9th DVD and Blu-ray release of The Dark Knight, Warner Bros. have set up a couple of Dark Knight related games for us fans to play" (movie chronicles). The first game was "The Dark Knight Puzzle" which was a memory matching game, where fans would have to match up villains and heroes in Gothom city. The second was a downloadable widget for mac users that allowed fans to access promotional items such as twitter backgrounds, wallpapers, screensavers, and a profile pic creator. This allowed fans to constantly be connected to Dark Knight promotions at the touch of a button. These promotional games were released before the DVD release in order to get fans hyped up to buy the new blue-ray DVD.The most integral and successful part of The Dark Knight 's promotional campaign was its use of viral marketing. Viral marketing refers to marketing techniques that use pre-existing social networks and self-replicating viral processes, analogous to the spread of pathological and computer viruses. Basically, viral marketing is marketing that starts small and then exponentially grows upon itself to a larger scale. The Dark Knight has been one of the largest users of viral marketing ever. To do this, 48 entertainment was established as the chief viral marketing company for The Dark Knight and started a worldwide puzzle game that involved themes from the movie. The game was a type of wild...

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