The Dark Knight Marketing Campaign

The Dark Knight Marketing Campaign:

- In the months leading up to the release of the movie, an alternate reality game attracted over 10 million players to a 'real-time' Gotham City, with the Joker leaving his mark on posters and bills, building an army of henchmen around the globe.

- ARGs are games with an interactive networked narrative that uses the real world as a platform and employs transmedia storytelling to deliver a story that may be altered by players' ideas or actions. 

- At Comic Con, players gathered to get their first orders from the Joker.

- These players worked with others online, scavenging for clues, finding one in the sky; a phone number.

- Players took to the streets, wearing the iconic Joker face paint

- Clues from the scavenger hunt led players to an exclusive trailer of  the movie, which had been 'Jokerized'.

- On the week of the premier, hundreds of Gotham City 'citizens', gathering in downtown New York, where the bat signal appeared at 10pm, defaced by the Joker

- The 'Why So Serious' campaign was a transmedia experience with over 10 million participants in more than 75 countries, playing across hundreds of web pages, interactive games, mobile phones, print, email, real-world events, video, and unique collectibles. 

- In 2009, The Dark Knight had the most advance pre-sale tickets, with opening night, morning, 3AM, and 6AM viewings all sold out, becoming the top grossing film of the year.