'The Dark Knight Rises' Viral Campaign Begins

Wednesday, 07 December 2011 14:20 Written by  Jordan DeSaulnier
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'The Dark Knight Rises' Viral Campaign Begins

At this point, Warner Bros could probably take it easy on marketing The Dark Knight Rises.  Anticipation for the film is already such that the campaign could consist exclusively of sandwich boards on vagrants and the conclusion to Christopher Nolan's Batman trilogy would still earn a kajillion dollars on opening day.  Nonetheless, its predecessor The Dark Knight was masterfully marketed, so the this sequel's marketing is guaranteed to hit the same basic beats.  That 2008 effort incorporated an elaborate viral component which, up until now, has not been so directly repeated for The Dark Knight Rises, but that would appear to have changed today.  Yep, the viral game is afoot, Bat fans.

More than past cinematic Batman Nolan's take on the Caped Crusader actually attempts to convey that Bruce Wayne is the world's finest detective, and in that spirit, these viral nuggets are designed to tickle your sleuthing bone, looking for odd little clues that will lead to other elliptical hints and perhaps a goody or two.  The first fake CIA document showed up at Wired, while the second one is courtesy of Empire.  Of course, neither explicitly says to what the pseudo-documents pertain, but start throwing this stuff into Google and see where it takes you.


As the game goes on, it might just point towards something in the six-minute IMAX prologue playing before some showings of Mission: Impossible - Ghost Protocol starting December 16th.  That prologue is an introduction to Bane, the villain played by Tom Hardy.  So perhaps this has something to do with Bane, and maybe even the nefarious international League of Shadows.

Nolan co-wrote the screenplay with brother Jonathan Nolan, working from a story created by the director and his Batman Begins co-writer David Goyer, who also wrote the Superman reboot Man of Steel, produced by the elder Nolan.  Nolan's regular cinematographer Wally Pfister returns as director of photography, making even more extensive use of IMAX cameras.  Also completing the trilogy is editor Lee Smith and a whole mess of other crew members.

Christian Bale is back for one last round, as are Michael Caine, Gary Oldman, and Morgan Freeman, joined by newbies like Hardy, Anne Hathaway, Joseph Gordon-Levitt, Marion Cotillard, Juno Temple, Matthew Modine, and Josh Pence.

The Dark Knight Rises on July 20, 2012.

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