1. MARKETING AND PROMOTING
SUPERHERO FILMS
REMEMBER: about HALF the budget of a major Hollywood blockbuster is dedicated to
marketing and promotion – and the budget for Thor: Dark World was $170,000,000;
The Avengers cost $220,000,000; The Dark Knight Rises cost $250,000,000.
These films have, by and large, between tremendously successful at the box office,
but they are made by major multi-media conglomerates. If a major film failed, the
debt could be minimised or even wiped out by other successes e.g. the Lone Ranger
did poorly at the box office, but it was released by Disney, who have many other
successful parts of the business, including other movies – Disney now owns Marvel
Comics and has the rights to several of their characters and The Avengers and Captain
America were enormous successes.

2. • In the dim and distant past, movies would be promoted by
trailers (cinema/TV/radio)
• Interviews arranged by the film company’s PR department –
printed media, including newspapers and specialist film or
sci-fi magazines AND television (news magazine programmes
and specialist film programmes)
• Posters – adverts in magazines, billboards etc.
• Tie-ins – examples of synergy/promotional partners e.g.
dinosaur toys at McDonalds or Burger King for The Lost
World.
• All these are still important, but digital marketing has risen
in prominence.
• Film websites act as a hub for a variety of promotional
materials, including games, interviews, trailers, links to
various products.
• Films have official social networking sites and their links are
prominent on posters, trailers and the website.

3. • Bigger films can afford more than one website, a
series of trailers and a complex poster campaign,
sometimes featuring one character per poster.
• Trailers are often released on YouTube – and can be
re-blogged/reposted by fans – this is an example of
viral marketing
• Viral marketing and viral advertising refer to
marketing techniques that use pre-existing social
networks to produce increases in brand awareness
or to achieve other marketing objectives (such as
product sales) through self-replicating viral
processes. It can be word-of-mouth delivered or
enhanced by the network effects of the Internet.
Viral promotions may take the form of video clips,
interactive Flash games, advergames, ebooks,
brandable software, images, or even text messages.

4. SYNERGY – KEY TERM
• Synergy - where separate entities 'feed off
each other', producing more together than
they could do separately. The most quoted
example has often been the link between the
games industry and the film industry with the
film and the videogame effectively promoting
each other.

7. • SYNERGY is the promotion and sale of a product (and all its
versions) throughout the various subsidiaries of a media
conglomerate e.g. films, soundtracks or video games. Walt
Disney pioneered synergistic marketing techniques in the
1930s by granting dozens of firms the right to use his Mickey
Mouse character in products and ads, and continued to
market Disney media through licensing arrangements. These
products can help advertise the film itself and thus help to
increase the film's sales. For example, for the first Spider-
Man film, the soundtrack consisted of artists signed to Sony-
Columbia, which would effectively promote the artists, the
movie and, ultimately, increase revenue for Sony. The video
for the theme song, by Chad Kroeger, featured scenes from
the movie, thus promoting it. Although Kroeger's band,
Nickelback, are signed to the independent Road Runner
Records, it is actually owned by Sony-Columbia! At the time,
Sony even co-owned its own cinema chain in which to show
its films; although this is no longer the case, the company has
struck a deal with cinema chain AMC, the second largest in
North America, to install its digital cameras in all of its
screens.

8. Soundtracks
• A great example of synergy. You go to see the movie, like
the music and want to buy the soundtrack; you hear the
songs on the radio and want to see the movie AND buy the
soundtrack.
• Sometimes, you can buy the actual soundtrack as well as a
set of songs inspired by the movie.
• In 2004, for the original Spider-Man, there was the Danny
Elfmann soundtrack AND another release that had songs
inspired by the movie. Both were released on Columbia
records, a subsidiary of Sony-Columbia, which produced
the film. Many of the artists were signed to Columbia
(some, via ‘independent’ labels) so anyone liking what they
heard might be tempted to buy other music by those
artists – and, in this case, the profit would all go the parent
company, Sony-Columbia. This is a great example of in-
house synergy but in many cases, deals have to be cut with
other companies.

9. • One of the items teased at the September 2007
All Candy Expo was the series of The Dark Knight
(Batman) tie in products. As the Indiana Jones
Mars products (Mint Crisp M&Ms & Snickers
Adventure Bar) found their way onto the shelves
about 6-8 weeks in advance of the movie release.

10. • Nokia has created a run of limited edition Lumia 800 handsets to tie in with
Christopher Nolan's next Batman blockbuster, The Dark Knight Rises.
• Journalists were shown six minutes of the forthcoming Batman epic at a media event
in London yesterday, where they were also given the chance to see Nokia's batphone
in the flesh.
• Now before you get your hopes up, just 40 of the bodacious blowers have been
produced. The handset is essentially a Lumia 800 with a Dark Knight logo carved into
the rear, but that's one badass symbol of macho, and anyone lucky enough to
receive one will no doubt be the envy of batfans round the world.

11. • The Dark Knight Rises app for Windows
Phone is available to all Lumia handsets. We
last looked at the recently released app back
when UK retailer Phones 4u announced
availability of the limited edition Batman The
Dark Knight Rises Lumia 900. Should you not
be able to pick up the special Lumia 900, but
own a Lumia Windows Phone, don't fear as
you can download the app and enjoy the
experience.
• What's included in the app? Trailers,
wallpapers and ringtones, as well as a
countdown to when the film is set to
premier. Coupled with the counter, the app
displays the nearest theatres that will be
showing the title, using the location of the
user. Directions to theatres are available on-
hand so it requires little effort to get
planning for the big day.
• Should you login and connect to your
Foursquare account, you get to choose your
side (Batman or Bane) and play a
Foursquare-based mini-game titled Claim
Gotham City. A map is presented to the user
that enables locations to be taken over by
either side (checking in), earning points and
exclusive content. As well as taking over
locations on your own, joint attacks can be
performed with other players. It's a fun twist.

12. The Dark Knight Rises
Based on existing
graphic novel,
Prey, When the
movie was
released, an
official
novelisation by
Greg Cox was
published. Of
course, Batman is
a long running
comics franchise
with several
existing comic
books that serve
to cross promote
each other and
the movie, even
without the tie in.

13. • Diesel Batman & Bane Watches For The Dark Knight
Rises
• If the Jaeger-LeCoultre Reverso for the Dark Knight Rises didn't inspire you,
maybe this set of Batman and Bane watches from Diesel will. While the watches
aren't going to be available while the movie is still in theaters... Batman and The
Dark Knight Rises fans will be able to get their hands on these watches in
November of 2012.
• What are they? Diesel specially created these two limited edition watches to go
with the look of hero Batman or villain Bane. Based on the brand's SBA
collection of watches (that actually stands for "Super Bad Ass"), the Diesel Bane
or Batman Dark Knight Rises watches are a fun and functional accessory to the
movie.
• The watches are quite large, but that works for the design. The Batman and
Bane watches are 56.5mm wide and 45.4mm tall. The cases are colored and
coated steel, with colors to match Batman's suit or Bane's outfit. The watches
contain a quartz chronograph movement with the date. A cool extra feature is a
switch that activates two LED lights to illuminate the dial in the dark. The lights
are hidden under the raised hour marker ring.

14. • Detailing on the case and dial is special for each of the two
watches, while the Batman version has the bat logo on the dial,
and the Bane watch just says "Bane" on the dial. You'll see that
there will be special The Dark Knight Rises engravings on the
rear of the timepieces with portraits of the characters as well.
• The black Batman version of the Diesel watch comes with a
specially textured rubber strap that emulates the look of the
Bat suit. You'll see that the dial is "phantom style" with black
on black colors - though it is still legible. The Bane watch has a
riveted brown leather strap to go with... what ever it was that
he was wearing (bullet proof vest combined with a airplane
jump harness?) in the movie.
• While you can't buy the Diesel Batman and Bane watches for
The Dark Knight Rises until November of 2012, you can pre-
order them now. The watches are $325 each, and are
exclusively available for pre-order here via Watchismo.com. As
a limited edition watch only a specific amount will be
produced, however Diesel has not indicated how many they
are producing yet. Overall really cool and a great tie-in to the
Batman movie characters.

16. • ‘Biggest ever’ brand push for Dark Knight Rises
• Wed, 27 Jun 2012 | By Sebastian Joseph
• Warner Bros UK has outlined what it describes as its “most extensive” promotional
campaign to date as it looks to boost excitement for the release of its eagerly awaited
movie, The Dark Knight Rises.
• The film, which opens in UK cinemas next month (20 July), is being supported by
promotional activity from the largest roster of brands the studio has ever assembled for
a national release.
• Pizza Hut Delivery and No Fear energy drink are the latest brands to sign up. Both will
offer fans the chance to win prizes such as a Lamborghini and trips to LA And New York.
• The promotions will run throughout the summer and will also include a national TV and
print campaign as well as POS support in stores.
• Other brands involved include French Connection UK, Nokia and Nissan (see below).
• Danni Murray, director of media and marketing partnerships at Warner Bros UK, says the
campaign for The Dark Knight Rises marks the latest iteration of the studio’s marketing
strategy that aims engage fans throughout a film’s life cycle - cinema through to DVD and
other format releases - an not just around its theatrical release.
• He adds: “We’re fortunate to be working with a raft of big name brands and their
agencies, with whom we have created a range of really innovative and impactful
partnership campaigns that integrate perfectly with the rest of The Dark Knight Rises
marketing activity.”
• Brand activity is part of wider marketing push for the film that includes TV, outdoor and
press adverts as well as an ongoing viral campaign that provides further detail on the
film’s characters.

17. • Promotional partnerships for The Dark Knight Rises:
• Nissan UK - working with Warner Bros for the first time, the car
marquee has built a campaign around its Juke model. It includes a
major print campaign with artwork designed in collaboration with
Gabriel Hardman - The Dark Knight Rises official storyboard artist.
• Toshiba Electronics - the company is running a six week campaign to
win tickets to the European premier of the movie in London.
• Nokia - the only global partner on the UK roster is using the release
to support the launch of its Lumia 900 smarthpone. The device will
come packed with move content on a pre-installed handset. A
further 900 limited edition versions of the handset will carry
bespoke Dark Knight Rises branding.
• French Connection UK - is selling limited edition TV shirts across 70
stores nationwide. All participating stores will feature props from
the movie.
• Mars - Consumers can purchase the first two films in the Dark
Knight trilogy with family size pouches of their confectionery.
• Armani - the Italian fashion house is supplying clothes for the actors
to wear during various promotional events for the film.

18. • The Dark Knight and Nissan
• Nissan recently launched an augmented reality
press campaign to promote its partnership with
the upcoming Batman film. Nissan have even
connected with the film artist having their press
ad designed by illustrator Gabriel Hardman, who
developed the storyboards for the film. To
promote the Nissan Juke they use the strapline:
“the year’s most thrilling car, Inspired by the year’s
most thrilling film.”
• https://www.youtube.com/watch?v=8WaGmBYcS
QA
• https://www.youtube.com/watch?v=p_YeqaCw-f4

19. The Dark Knight and Lego
• Lego is one of many brand partnerships negotiated to create
awareness and drive interest and sales in the new Batman
film opening July 20-27.
• Batman and Lego is a very cool partnership. Lego have
recreated the extended film trailer using entirely lego
characters which is not only very creative but must have
taken forever to do.
• https://www.youtube.com/watch?v=ONebtUty3AI
• This way kids can play with The Dark Knight in Lego-land
(Gotham City to the Dark Knight) long after the legend
finishes this version in cinemas.
• Because the Lego Movie was made by Warner Brothers, the
company who made The Dark Knight films and who own DC
Comics, publisher of Batman, Superman, Wonder Woman
etc, these characters appeared as yet another example of
synergy.

20. Film Magazines – tend to operate on reveal/preview/review basis.
Interviews will be arranged by the film company’s PR department,
which will supply various kinds of promotional materials. In an
attempt to sell more copies, they can produce alternate covers –
Empire did this with X-Men: Days of Future Past, for example.

21. Posters
Teaser poster for Spider-Man
Because superhero films are big budget franchises
produced by major media conglomerates, they can afford
huge publicity campaigns involving numerous posters,
including teaser posters released months in advance to
whet the appettite of the audience. Here’s a summation
of the poster campaign for Thor:
https://www.youtube.com/watch?v=wcnmtJvxLbM

26. Trailers – include teaser trailers,
released months in advance
• Teaser trailer for The Avengers: Age of Ultron
– note how very little is given away – except
for the appearance of Ultron’s ‘face’:
• https://www.youtube.com/watch?v=CFGg3fh
YJHQ
• Teaser trailer for Iron Man 3:
• https://www.youtube.com/watch?v=1Cn8KB9
VKQo

27. • Sometimes a series of official trailers are
produced; here are two for Thor: The Dark World:
• https://www.youtube.com/watch?v=jHFhZLJajlc
• https://www.youtube.com/watch?v=4KTvjFGgGkk
• Here’s the extended trailer:
• https://www.youtube.com/watch?v=assKdG5CVD
4
• There were also TV spots:
• https://www.youtube.com/watch?v=bYPyT2HYhN
8
• Some trailers are specially produced for big events
– here’s one of the Iron Man 3 trailers placed
during the Superbowl:
• https://www.youtube.com/watch?v=lI4jgOmVetY

28. While the games are tie-ins, they also
have their own trailer campaigns
• Thor: The Dark World game trailer 1:
https://www.youtube.com/watch?v=97XfUaV
_VOs
• Trailer 2:
https://www.youtube.com/watch?v=MtyHUh
aQihQ

29. • The Marvel movies associated with The
Avengers were synergistic in that they cross-
promoted each other AND The Avengers
movies and on top of that, after the credits at
the end of each film, there was a hint as to
what was going to happen in the next film in
that franchise.
• And don’t forget… long after the movie has
finished in the cinema, the DVD and BluRay will
still be available