THE DARK KNIGHT Trailer Hype Goes Batty
We’re certainly not fanboys (or fangirls) here at The Lobby, but with Christopher Nolan’s continued excellence, we keep our eyes on The Dark Knight like everybody else. Until we found this nutty, headache-inducing plan to market the Dark Knight trailer, with thanks to our friends at firstshowing.net.
We’ll try to keep this all straight for us normal people:
1) The Joker-centric “Why So Serious?” website that has lots of creepy fan photos has something new: A page of tagged-up images of famous folks like this:
Each image holds the coordinates telling bat-crazy fans in 12 different cities where to congregate. So someone has to visit the site while…
2) … another ”partner-in-crime” (good Lord, you need two people?!) goes to the specific coordinates this Monday at 5:30pm local time. And only in one of these cities: Boston, LA, Philadelphia, Chicago, Dallas, Seattle, New York, Kansas City, Toronto, San Francisco, London and Sao Paulo.
Click on the coordinates provided and you’ll see something like this, using Boston as an example. (Quick! You Boston Batman loonies, off to the Public Garden!):
3) The person — oh, who are we kidding, “the guy” — that’s online gives further directions to the guy out in the field… all leading a limited number of people to a location where a trailer will play. That’s right, a trailer.
Like millions of other people, I saw about ten minutes of The Dark Knight preceding I Am Legend. It was big, it was fun, and it was enough.
Christopher Nolan isn’t responsible for Warner Bros.’ marketing tactics, of course, but his work and approach are certainly too classy for this carnival. Same goes for Christian Bale, while we’re mentioning it.
We do admit that this community buzz campaign feels fresh and practically unprecedented. In a way, it follows a legacy of fresh Batman marketing dating back to the 1989 original being teased by an unorthodox poster displaying just a symbol (left). All that said, I typically like to hunt down a movie when it’s, you know, done and full length.
By the way, the website organizing meet-up groups for this shindig is superherohype.com. Superhero hype, indeed…
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