Snappy newsletters. Simple Facebook sharing. Spirited comments. Sweet features are waiting… GET THEM NOW!

Hot on Facebook
Guy Buys $123 Safe on eBay, Finds $26,000 Inside Seller tries to get half the cash back, fails »

Batman Marketing in Limbo

Ledger's death forces Warner Bros. to reconsider viral campaign

By Kevin Spak,  Newser Staff

Posted Jan 24, 2008 12:09 PM CST

(Newser) – Heath Ledger’s untimely death is a major problem for Batman—or, more accurately, his marketing people. Warner Bros. has built an entire advertising campaign for the upcoming Dark Knight installment around Ledger’s Joker performance, a tactic that’s now fairly awkward, the Wall Street Journal reports. Fans have spent months deciphering clues to find pictures of the creepy, makeup-caked visage of the now-dead actor.

Ledger also figures prominently into the trailer, and stands alone on the current poster. Warner Bros. hasn’t said if, or how, it will change efforts, but one rival executive advises leaving it alone. “The best thing that could happen is all this marketing stuff just goes on, and the movie and campaign don’t turn into some kind of weird grave market,” he said.

The viral marketing blitz began with an image of actor Aaron Eckhart as a candidate for Gotham City District Attorney, and has snowballed into a series of real life missions and mysteries for dedicated fans.
The viral marketing blitz began with an image of actor Aaron Eckhart as a candidate for Gotham City District Attorney, and has snowballed into a series of real life missions and mysteries for dedicated...   (© Warner Bros. 2007)
The Dark Knight's viral website took photos sent in by fans of letters they had been directed to in cities across the country, uncovering the Joker's message, The only sensible way to live in this world is without rules.
The Dark Knight's viral website took photos sent in by fans of letters they had been directed to in cities across the country, uncovering the Joker's message, "The only sensible way to live in this world...   (© Warner Bros.)
A teaser poster for Warner Bros.' upcoming The Dark Knight features Ledger as The Joker.
A teaser poster for Warner Bros.' upcoming "The Dark Knight" features Ledger as The Joker.   (© Warner Bros. 2007)
This undated publicity photo provided by Warner Bros. shows Heath Ledger in costume as The Joker in the upcoming Warner Bros. and Legendary Pictures action drama The Dark Knight. Ledger was found dead Tuesday, Jan. 22, 2008 at a downtown Manhattan residence, police said. He was 28. (AP Photo/Warner Bros,...
This undated publicity photo provided by Warner Bros. shows Heath Ledger in costume as The Joker in the upcoming Warner Bros. and Legendary Pictures action drama "The Dark Knight". Ledger was found dead...   (Associated Press)
« Prev« Prev | Next »Next » Slideshow
A fan documents the Dark Knight's viral campaigning at Comicon 2007.   (spydey2k (YouTube))
The Dark Knight Trailer   (MovieVerse (YouTube))

« Prev« Prev | Next »Next »
To report an error on this story, notify our editors.
A snapshot of the day's best news stories.
 
COMMENTS
Be the first to comment on this story.

More Newser Stories

Ledger Fans Demand Joker's 'Retirement'

WB Won't Show Dark Knight in China

Hopeless Is Hot in Hollywood

Dark Knight Smashes $300M Record

Dark Knight Hauls In Record $66.4M


NEWS FROM OUR PARTNERS
Other Sites We Like:   24/7 Wall St.   |   Betty Confidential   |   BuzzFeed   |   Cracked   |   Fark   |   Timelines   |   The Frisky   |   Geek Sugar   |   NewsOne