Media: Film Promotion Case Media: Film Promotion Case StudyStudy

The film that I’ll be studying for this case study The film that I’ll be studying for this case study is is ‘The Dark Knight’‘The Dark Knight’ which was released in which was released in July 2008July 2008. It is the ninth movie to be apart of . It is the ninth movie to be apart of the ‘Batman’ movie series and most-arguably the ‘Batman’ movie series and most-arguably

one of the most successful. This film has a one of the most successful. This film has a high-bride genre of high-bride genre of science fiction, fantasy science fiction, fantasy and action shownand action shown. The target audience was . The target audience was

not only targeted at not only targeted at teenagersteenagers but also but also ‘Batman’ fans of an ‘Batman’ fans of an older audienceolder audience and may and may

remember it from their childhood. The film was remember it from their childhood. The film was given the certificate given the certificate 12A12A by the British Board by the British Board

of Film Classification. The production of Film Classification. The production company is ‘Warner Bros’ a worldwide known company is ‘Warner Bros’ a worldwide known ‘Hollywood’ level company. The film consists ‘Hollywood’ level company. The film consists

of mainly well known American actors, with the of mainly well known American actors, with the same characters who where previously used same characters who where previously used

in the ‘Batman Returns’ movie along with in the ‘Batman Returns’ movie along with Heath Ledger who passed away after the film Heath Ledger who passed away after the film

was recorded. was recorded.

Media: Film Promotion Case Media: Film Promotion Case StudyStudy

●●Promotional toolsPromotional tools

Tools that where used to promote the release of Tools that where used to promote the release of ‘The Dark Knight’ film was mainly through the ‘The Dark Knight’ film was mainly through the

internet. ’42 Entertainment’ released the ‘Why So internet. ’42 Entertainment’ released the ‘Why So Serious’ campaign, making a website where Serious’ campaign, making a website where

users could unlock a teaser trailer and a photo of users could unlock a teaser trailer and a photo of ‘The Joker’ campaign by doing an online ‘The Joker’ campaign by doing an online

scavenger hunt. ‘Six Flags Great Adventure’ also scavenger hunt. ‘Six Flags Great Adventure’ also introduced ‘The Dark Knight’ roller coaster along introduced ‘The Dark Knight’ roller coaster along

with ‘Mattel’ producing toys, games, board with ‘Mattel’ producing toys, games, board games, puzzles and UNO cards. Through these games, puzzles and UNO cards. Through these

promotions it helped not only to the younger promotions it helped not only to the younger audience but also the older audience as well, audience but also the older audience as well,

along with creating a ‘internet buzz’ making fans along with creating a ‘internet buzz’ making fans talk and contribute the latest information on the talk and contribute the latest information on the

film. film.

Media: Film Promotion Case Media: Film Promotion Case StudyStudy

●●TrailerTrailerThe trailer for ‘The Dark Knight’ is unlike other trailers as there is no The trailer for ‘The Dark Knight’ is unlike other trailers as there is no

visual images or clips of the movie but rather it is just a dark image visual images or clips of the movie but rather it is just a dark image which later, (as the tension builds) the infamous ‘Batman’ logo which later, (as the tension builds) the infamous ‘Batman’ logo

emerges which later ‘wears down’ into a ‘Joker’ card. This creates a emerges which later ‘wears down’ into a ‘Joker’ card. This creates a lot of excitement as the dialogue of the movie informs us on a lot of excitement as the dialogue of the movie informs us on a possible ‘danger’ happening to the people of Gotham City. No possible ‘danger’ happening to the people of Gotham City. No

information about the actors or the directors is said which again information about the actors or the directors is said which again makes it more mysterious on to who is starring and who directed the makes it more mysterious on to who is starring and who directed the

movie. The amount of tension slightly reveals the genre of the movie. The amount of tension slightly reveals the genre of the movie, as ‘death’ and ‘danger’ are mentioned in the dialogue, it movie, as ‘death’ and ‘danger’ are mentioned in the dialogue, it

suggests to us that it may be an action film. suggests to us that it may be an action film.

http://www.imdb.com/video/imdb/vi11665689/http://www.imdb.com/video/imdb/vi11665689/

Media: Film Promotion Case StudyMedia: Film Promotion Case StudyRepresents ‘The Joker’ character

Represents ‘Batman’and also creates familiarity for the audience as they will recognise this logo

Famous motto, that people who where following the film on the internet will be familiar with

Represent the challenge of ‘Good vs Evil’ between ‘The Joker’ and ‘The Batman’

The name of the movie, surprisingly not the key feature of the poster

Contrast of colours again represents the clash of ‘Good vs Evil’ as a positive and negative colour is used

Could this blood represent the blood of ‘The Batman’, ‘The Joker’ or the people of Gotham City

Media: Film Promotion Case StudyMedia: Film Promotion Case Study

One of the best selling British movie magazines, so this promotes the film to a lot of film ‘fanatics’

Through both the picture and the layout of the text, it still keeps Heath Ledger in character so it appeals as an interview with the character instead of the actor. It also makes him seem as a ‘psycho’

Batman logo used to create familiarity with the audience and where the character is from

Creates an urban atmosphere, similar to Gotham City

A still-shot used from the movie which is unusual as magazines cover usually use promotional photos

Media: Film Promotion Case StudyMedia: Film Promotion Case Study There is an official website for the There is an official website for the

film, which is film, which is www.whysoserious.comwww.whysoserious.com which had which had news articles, edited pictures (with news articles, edited pictures (with de-figured faces using similar make de-figured faces using similar make up as ‘The Joker’ and also a game up as ‘The Joker’ and also a game where users can unlock trailers for where users can unlock trailers for the film. This website not only the film. This website not only promotes the film but also gives promotes the film but also gives information on it through the information on it through the newspaper or police reports. This newspaper or police reports. This entertains the audience as it’s not entertains the audience as it’s not as typical as normal movie as typical as normal movie websites but keeps to the theme websites but keeps to the theme and doesn’t reveal too much on the and doesn’t reveal too much on the story, keeping it very mysterious story, keeping it very mysterious and creating a ‘buzz’.and creating a ‘buzz’.

The ‘Why So Serious’ website’s homepage