Distributing a BlockbusterCase Study : The Dark Knight

What is cross media convergence?

Cross Media – different medias (radio/tv/print/film) or different media institutions (studios/newspapers/TV networks)

Convergence - The joining of two or more media companies or technologies to form a new object/promote a new product

In Cross media convergence – more than one company benefits from working in a partnership.

What is technological convergence?

Both cross media convergence and technological convergence play a huge part in the distribution and the marketing of both mainstream “blockbuster” films and smaller “independent” films.

Developments in new technologies and changing audience behaviour has meant that distribution and marketing strategies have changed radically over the last 10 years.

Digital Distribution

Produced by Legendary Pictures (with Warner Bros)Distributed by Warner BrosDirected by Christopher Nolan

The Dark Knight

The distribution of a film includes:The release strategyThe marketing strategy

This film had has one of the most elaborate marketing strategies to date.

Warner Bros made use of all kinds of media and without “cross media convergence” this strategy would not have been as successful.

“cross media convergence” ensures that the film reaches the widest possible audience.

The Dark Knight

www.ibelieveinharveydent.com was the first of a long line of websites dedicated to generating interest in “The Dark Knight.

“I Believe in Harvey Dent” Promotional Packs were sent to those who had registered on the way page.

The page was defaced in order to build suspense as the first images of Heath Ledge as “The Joker” were released. This is a good example of modern viral marketing and traditional print based marketing working well together.

During the 2007 San Diego Comic-Con International, 42 Entertainment launched WhySoSerious.com, sending fans on a scavenger hunt to unlock a teaser trailer and a new photo of Heath Ledger as The Joker.ker.[111]

During the 2007 San Diego Comic-Con International, 42 Entertainment launched WhySoSerious.com, sending fans on a scavenger hunt to unlock a teaser trailer and a new photo of Heath Ledger as The Joker.ker.[111]

Teaser trailers are the first form of cinematic marketing.

They are incredibly important as they are one of the first elements of the marketing strategy to reach the mainstream audience at the cinema.

http://www.youtube.com/watch?v=68dJHWpz4u4

Interestingly , teaser s often do not reveal anything about the plot or the key characters but are still a source of great excitement to fans and film experts.

Teaser Trailer

More and more websites appeared urging fans to get involved in the world of “Gotham City”. This site allowed fans to upload an image of themselves in “Joker” makeup. This ensured that the audience can engage directly with the campaign and will help to promote the film through “word of mouth” – perhaps via social networking sites.

Fans who sent photos were mailed a copy of a fictional newspaper called The Gotham Times, whose electronic version led to the discovery of numerous other websites.

Hundreds of fans looked for clues all across major cities in America until the climax of the campaign came with the sight of the Bat symbol projected onto the side of a New York sky scraper.

The fans flocked to the symbol just as Batman follows as a sign to meet Commissioner Gordon in the film. Their prize was a preview of the first full length trailer. Publicity stunts like this are vastly important in creating hyper about an up and coming release.

Offline Marketing

The three small tokens you see in this poster were manufactured by Warner Bros and were available for audiences to collect.

A range of different posters were produced, each to entice a different audience members

Cross Promotion

Batman is the only fictional character ever to appear in the “Got Milk?” advert.

Media

Merchandising

Warner Bros are a horizontally integrated company. That means they only more than one company at the same level of the production chain. They own:

Warner Bros Studios, Rock Steady Games and DC ComicsThe success of a film like The Dark Knight will influence sales of related

games and comics. The success of those related items might encourage new audiences to watch the film

•The game “Batman: Arkham Asylum” by Rocky Steady Games was the biggest selling game of the year.

•It took the “new look” Batman and particularly “The Joker” from the film and made a game that directly benefited from the success of the film

The death of Heath Ledger just months before the planned release of the film meant that a host of new attention was given to it.

Tragic loss? Stroke of luck?

Release Strategy

The Dark KnightA unique feature of The Dark Knight is that the

opening sequence was shot using IMAX technology.

It was the first time ever that a major feature film had been even partially shot using IMAX cameras.

This use of a new technology (new to feature film) allowed the film to be distributed in a different way to a standard feature film.

The Dark Knight's opening sequence and closing montage of other scenes from the film, was screened with selected IMAX screenings of I Am Legend, which was released on December 14, 2007

A theatrical teaser was also released with non-IMAX showings of I Am Legend, and also on the official website.

Opening Sequence

http://prezi.com/sdh-zvr-wddo/g322teachingfilm/

Christopher Nolan talking about using the IMAX camera

The Dark Knight Warner Bros. held the world premiere for The Dark

Knight in New York City on July 14, 2008

It was held in an IMAX cinema with the film's composers James Newton Howard and Hans Zimmer playing a part of the film score live.

The film was released July 24, 2008 in the United Kingdom – right at the start of the summer holidays.

The Dark Knight In the United States and Canada it was distributed to

4,366 screens, breaking the previous record for the highest number of cinemas held by Pirates of the Caribbean

In the UK it was released on 502 Screens

Warner Bros. re-released the film in traditional cinemas and IMAX cinemas in January 2009 to further the films chances of winning an Oscar.

The film cost in the region of £185,000,000Overall all it took $158,411,483 on the opening

weekendIt broke box office records for IMAX, taking in about

almost £6.3 million from the 94 IMAX theatres in the U.S. and Canada over the opening weekend.

It took £11,191,824 on the opening weekend in the UK

Box Office Success

Home Exhibition Included:a one-disc edition DVDa two-disc Special Edition DVDa two-disc edition BluRaya Special Edition BluRay package featuring a

statuette of the Bat-a four-disc Batman Begins/The Dark Knight pack on

DVD

Key Question How did Warner Bros distribute the film “The Dark

Knight” to ensure that it reached the widest audience possible?