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.

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.

More and more websites appeared urging fans to get involved in the world of “Gotham City”. This sight allowed fans too upload an image of themselves in “Joker” makeup. This ensures 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.

Warner Bros invited fans to follow an elaborate “case” of clues around the internet, following the fictional movements of “The Joker” until they were given a day, time and location to meet up.

Hundreds of fans arrived in New York to see the Bat symbol projected onto the side of a 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 Knightfeatured the opening sequence shot using IMAX

technology.It was the "first time ever that a major feature film has

been even partially shot using IMAX cameras".It broke box office records for IMAX, taking in about

$6.3 million from 94 theatres in the U.S. and Canada over the opening weekend.

The record for an IMAX opening weekend (as of May 2009) was set by Star Trek: The IMAX Experience, at $8.3 million.

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

Knight in New York City on July 14, 2008, screening in an IMAX cinema with the film's composers James Newton Howard and Hans Zimmer playing a part of the film score live.

Released July 24, 2008 in the United Kingdom – right at the start of the summer holidays.

In the United States and Canada it was distributed to 4,366 cinemas, breaking the previous record for the highest number of cinemas held by Pirates of the Caribbean

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

Showing the film in traditional cinemas and at the IMAX

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 pod

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

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