The Dark Knight2008

Synopsis

BATMAN (CHRISTIAN BALE) raises the stakes in his war on crime in Christopher Nolan’s The Dark Knight. With the help of Lieutenant Jim Gordon (GARY OLDMAN) and District Attorney Harvey Dent, BATMAN sets out to dismantle the remaining criminal organizations that plague the city streets.

The partnership proves to be effective, but they soon find themselves prey to a reign of chaos unleashed by a rising criminal mastermind known to the terrified citizens of Gotham as The Joker (HEATH LEDGER.)

Christian Bale

Batman / Bruce Wayne: Batman Begins, The Prestige, The New World, American Psycho

Academy Award® Nominee Heath Ledger

The Joker: Brokeback Mountain, Casanova, The Brother’s Grimm, Monsters Ball

Academy Award® Winner Michael Caine

Alfred: Batman Begins, The Prestige, Bewitched, Austin Powers in Goldmember

T H E D A R K K N I G H T

US Release Date: July 18th

2008 will be the year of BATMAN. In addition to the summer release of The Dark Knight in theaters worldwide, other major new projects will complement the ongoing legacy.

• A direct-to-video Anime-style film further explores the BATMAN legend

• Takes place in the time period between Batman Begins and The Dark Knight

• Brand new adventure of six short anime films

• From the producers of Batman Begins and writers of Batman Begins and DC Comics BATMAN books

• Multi-platform videogame inspired by THE DARK KNIGHT to be released

• DC Comics BATMAN titles continue to be amongst the most well read titles in comic book history

T H E D A R K K N I G H T

The Dark Knight Assumptions

• The film will be PG-13, targeting teens and adults

• The film will have a similar dark tone to Batman Begins

• Movie marketing will also target teens and adults, not kids

• Filmmakers may be a bit more open to allowing merchandise to be “inspired by” the film in order for us to develop products for our key demographic, Boys 3-11 – more details to come

• Suit changes and addition of new vehicle, the Bat Cycle

• Script delivers to studio late January, limited reading globally– Possible script synopsis to be developed in next two months

• Production begins shooting film March-April 2007

Consumer Products will primarily target boys 3-11, with a secondary older target that aligns with the

studio’s marketing demo

Art Programs During Movie Time Frame

• Style guides provided for product during the movie timeframe are as follows:– Robust core guide targeting boys 3-11– Smaller movie guide featuring 3 character art styles:

• Painted-highly rendered art (targeting boys 6-17) – 60%• Illustrated art (targeting boys 3-11) – 30%• Photography – 10%

– Rendered graphic elements for both boys (3-11) and young men’s (12-34) demos

– New packaging – Cohesive and age appropriate

• POP, website, circulars, trade and consumer advertising templates will use both painted art and photography

Consumer Products will primarily target boys 3-11, with a secondary older target that aligns with the

studio’s marketing demo

Comparison – Illustrated Art Batman Begins vs. The Dark Knight

Batman Begins Illustrated style The Dark Knight Illustrated Style

Comparison – Painted Art Batman Begins vs. The Dark Knight

Batman Begins painted style The Dark Knight painted style

Batman Art Programs on floor at retail in 2008

Movie - Illustrated

• Target Demographic: Boys 3-11

• Lead Product Categories: Toys and Games, Apparel, Accessories, Bedding, Stationery

• Retail Distribution: Mass, Mid-Tier, Specialty, Upstairs

• Product On Floor: 6-9 weeks prior to U.S. theatrical release date

Movie – Highly Rendered / Painted

• Target Demographic: Boys 6-17

• Lead Product Categories: Toys and Games, Apparel, Accessories, Bedding, Stationery

• Retail Distribution: Mass, Mid-Tier, Specialty, Upstairs

• Product On Floor: 6-9 weeks prior to U.S. theatrical release date

Movie – Live Action Photography

• Target Demographic: Boys 6-17

• Lead Product Categories: Toys and Games, Apparel, Stationery, Collectibles

• Retail Distribution: Mass, Mid-Tier, Specialty, Upstairs

• Product On Floor: 6-9 weeks prior to U.S. theatrical release date

Movie – Boys Graphics

• Target Demographic: Boys 3-11

• Lead Product Categories: Toys and Games, Apparel, Accessories, Bedding, Stationery

• Retail Distribution: Mass, Mid-Tier, Specialty, Upstairs

• Product On Floor: 6-9 weeks prior to U.S. theatrical release date

Movie – Young Mens Graphics

• Target Demographic: Young Men 12-34

• Lead Product Categories: Apparel, Accessories, Collectibles

• Retail Distribution: Mass, Mid-Tier, Specialty, Upstairs

• Product On Floor: 6-9 weeks prior to U.S. theatrical release date

Core

• Target Demographic: Boys 3-11

• Lead Product Categories: Toys and Games, Apparel, Accessories, Bedding, Stationery

• Retail Distribution: Mass, Mid-Tier, Specialty, Upstairs

• Product On Floor: Currently on floor

The Batman Animated Series

• Target Demographic: Boys 4-8

• Lead Product Categories: Toys

• Retail Distribution: Mass, Toy Specialty

• Product On Floor: Currently on floor

Brand Pitch Tools

• Tools will be provided to create excitement and to assist in providing retailers with turn-key events to promote Batman merchandise, both core and movie-inspired.

• Retail promotions templates will be developed based on themes found in the film’s storyline, as well as core attributes

• POP and promotional events will be designed to excite consumers and increase sell-in and sell-thru of merchandise

• Trade and consumer advertising templates will tie in both core product and movie messaging

Brand Pitch Tools

MARKETING TOOL DELIVERSBrand Sizzle video January 2007 - deliveredMovie sizzle video Late FebruaryBrand pitch deck March 2007Meeting in a box March 2007Reference for product dev March-Aug 2007Trade Ad templates May 2007Core style guide June 2007Movie style guide June 2007Movie packaging June 2007Footage TBD – will target LIMA 2007Retail Promotions templates July 2007POP/circular/website guidelines July 2007Trailers TBD – April-June 2008

The Dark Knight2008