The Dark Knight is a film which is based on the DC Comics character Batman, the film was released in 2008 and in my opinion was one of the most influential viral marketing campaigns for a movie. Synergy which is a media term used for promotion of a product in many different media an institution which often maximizes products audience consumption as they become more aware of these different products. Batman is originated from a comic book then slowly to expand into different media platforms such as cartoons, video games and also movies which has made it one of the most recognisable movies across the world.
The Dark Knight movie released a viral marketing campaign based on the movie called ‘Why So Serious’, a website was released which highlighted a fictional political campaign of a character ‘Harvey Dent’, the website helped to aspire fans of carrying on certain tasks which was related with the storyline of the film. 42 Entertainment is an institution which produces immerse entertainment for distributers; the company had recognised a damaged adaption to of ‘I Believe in Harvey Dent’ and decided to name this ‘I believe in Harvey Dent too’, this then encouraged the fans to send emails as pixels of the images were removed which revealed the first official image of the joker and a obscured message ‘See you in December. There were many other events of this act which occurred such as in 2007 at the San Diego Comic-Con International Festival the company 42 Entertainment had released a new website in which fans were sent on to research for clues in order to unlock a teaser trailer for the movie. Again on the 31st October 2007 the main Dark Knight website had reconstructed into a clue hidden website as messages were hidden in different pages as these instructed the fans uncover certain clues at different areas of major towns and to also take images of their discoveries, eventually the images of their discoveries revealed a new photograph of the joker. On the 15th May 2008 two theme parks in the US revealed a new ‘Dark Knight Roller Coaster’ as this simulated being ‘stalked by the joker’
On 15th May, 2008, two major theme parks in the US unveiled ‘The Dark Knight roller coaster’ which set back costs of $7.5 million to develop and which simulated being ‘stalked by the Joker’. At this point the viral campaign for this movie had developed so much that fan’s had become completely insane for the release of the movie as it had attracted most popular age groups within the US, the viral campaign still carried on attracted its audiences as the institute ‘Mattel’ designed and created toys and games for the film’s release as these included board games, puzzles and action figures. The World’s largest toy company, Mattel, created toys and games for The Dark Knight, these included action figures, role play costumes, board games, puzzles, and a special-edition UNO card game.
In conclusion The Dark Knight viral campaign was a huge success due to how synergy and technology were cooperated in this, the movie earned more than $500 million dollars at the box office which made it one of the most grossing revenue films of all times.
This is a Youtube Video Clip of how the Viral Campaign of The Dark Knight was used to attract the audience in America, the clip also explores the series of activities which were carried out as part of revealing clues about the film.
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