The Dark Knight is a 2008 film directed by Christopher Nolan. It stars Christian Bale as Batman/Bruce Wayne working with Lieutenant Jim Gordon (Gary Oldman) and Harvey Dent (Aaron Eckhart) to dismantle crime organizations in Gotham City. However, they encounter a new threat in the form of the Joker (Heath Ledger), a criminal mastermind who unleashes chaos on the city. The film was a major commercial success and Heath Ledger won a posthumous Academy Award for his role as the Joker.

1. The Dark Knight
2008

2. Synopsis
BATMAN (CHRISTIAN BALE) raises the stakes in
his war on crime in Christopher Nolan’s The Dark
Knight. With the help of Lieutenant Jim Gordon
(GARY OLDMAN) and District Attorney Harvey
Dent, BATMAN sets out to dismantle the
remaining criminal organizations that plague the
city streets.
The partnership proves to be effective, but they
soon find themselves prey to a reign of chaos
unleashed by a rising criminal mastermind known
to the terrified citizens of Gotham as The Joker
(HEATH LEDGER.)

3. Christian Bale
Batman / Bruce Wayne:
Batman Begins, The
Prestige, The New
World, American Psycho
Academy Award®
Nominee Heath
Ledger
The Joker:
Brokeback Mountain,
Casanova, The
Brother’s Grimm,
Monsters Ball
Academy Award®
Winner Michael Caine
Alfred:
Batman Begins, The
Prestige, Bewitched,
Austin Powers in
Goldmember
T H E D A R K K N I G H T
US Release Date: July 18th

4. 2008 will be the year of BATMAN. In addition to the
summer release of The Dark Knight in theaters worldwide,
other major new projects will complement the ongoing
legacy.
• A direct-to-video Anime-style film further explores
the BATMAN legend
• Takes place in the time period between Batman
Begins and The Dark Knight
• Brand new adventure of six short anime films
• From the producers of Batman Begins and writers
of Batman Begins and DC Comics BATMAN books
• Multi-platform videogame inspired by THE DARK
KNIGHT to be released
• DC Comics BATMAN titles continue to be amongst
the most well read titles in comic book history
T H E D A R K K N I G H T

5. The Dark Knight Assumptions
• The film will be PG-13, targeting teens and adults
• The film will have a similar dark tone to Batman Begins
• Movie marketing will also target teens and adults, not kids
• Filmmakers may be a bit more open to allowing merchandise to be
“inspired by” the film in order for us to develop products for our
key demographic, Boys 3-11 – more details to come
• Suit changes and addition of new vehicle, the Bat Cycle
• Script delivers to studio late January, limited reading globally
– Possible script synopsis to be developed in next two months
• Production begins shooting film March-April 2007
Consumer Products will primarily target boys 3-11,
with a secondary older target that aligns with the
studio’s marketing demo

6. Art Programs During Movie Time Frame
• Style guides provided for product during the movie timeframe are
as follows:
– Robust core guide targeting boys 3-11
– Smaller movie guide featuring 3 character art styles:
• Painted-highly rendered art (targeting boys 6-17) – 60%
• Illustrated art (targeting boys 3-11) – 30%
• Photography – 10%
– Rendered graphic elements for both boys (3-11) and young
men’s (12-34) demos
– New packaging – Cohesive and age appropriate
• POP, website, circulars, trade and consumer advertising
templates will use both painted art and photography
Consumer Products will primarily target boys 3-11,
with a secondary older target that aligns with the
studio’s marketing demo

7. Comparison – Illustrated Art
Batman Begins vs. The Dark Knight
Batman Begins Illustrated style The Dark Knight Illustrated Style

8. Comparison – Painted Art
Batman Begins vs. The Dark Knight
Batman Begins painted style The Dark Knight painted style

9. Batman Art Programs
on floor at retail in 2008

10. Movie - Illustrated
• Target Demographic: Boys 3-11
• Lead Product Categories: Toys and Games, Apparel, Accessories, Bedding, Stationery
• Retail Distribution: Mass, Mid-Tier, Specialty, Upstairs
• Product On Floor: 6-9 weeks prior to U.S. theatrical release date

11. Movie – Highly Rendered / Painted
• Target Demographic: Boys 6-17
• Lead Product Categories: Toys and Games, Apparel, Accessories, Bedding, Stationery
• Retail Distribution: Mass, Mid-Tier, Specialty, Upstairs
• Product On Floor: 6-9 weeks prior to U.S. theatrical release date

12. Movie – Live Action Photography
• Target Demographic: Boys 6-17
• Lead Product Categories: Toys and Games, Apparel, Stationery, Collectibles
• Retail Distribution: Mass, Mid-Tier, Specialty, Upstairs
• Product On Floor: 6-9 weeks prior to U.S. theatrical release date

13. Movie – Boys Graphics
• Target Demographic: Boys 3-11
• Lead Product Categories: Toys and Games, Apparel, Accessories, Bedding, Stationery
• Retail Distribution: Mass, Mid-Tier, Specialty, Upstairs
• Product On Floor: 6-9 weeks prior to U.S. theatrical release date

14. Movie – Young Mens Graphics
• Target Demographic: Young Men 12-34
• Lead Product Categories: Apparel, Accessories, Collectibles
• Retail Distribution: Mass, Mid-Tier, Specialty, Upstairs
• Product On Floor: 6-9 weeks prior to U.S. theatrical release date

15. Core
• Target Demographic: Boys 3-11
• Lead Product Categories: Toys and Games, Apparel, Accessories, Bedding, Stationery
• Retail Distribution: Mass, Mid-Tier, Specialty, Upstairs
• Product On Floor: Currently on floor

16. The Batman Animated Series
• Target Demographic: Boys 4-8
• Lead Product Categories: Toys
• Retail Distribution: Mass, Toy Specialty
• Product On Floor: Currently on floor

17. Brand Pitch Tools
• Tools will be provided to create excitement and to assist in
providing retailers with turn-key events to promote Batman
merchandise, both core and movie-inspired.
• Retail promotions templates will be developed based on themes
found in the film’s storyline, as well as core attributes
• POP and promotional events will be designed to excite consumers
and increase sell-in and sell-thru of merchandise
• Trade and consumer advertising templates will tie in both core
product and movie messaging

18. Brand Pitch Tools
MARKETING TOOL DELIVERS
Brand Sizzle video January 2007 - delivered
Movie sizzle video Late February
Brand pitch deck March 2007
Meeting in a box March 2007
Reference for product dev March-Aug 2007
Trade Ad templates May 2007
Core style guide June 2007
Movie style guide June 2007
Movie packaging June 2007
Footage TBD – will target LIMA 2007
Retail Promotions templates July 2007
POP/circular/website guidelines July 2007
Trailers TBD – April-June 2008

19. The Dark Knight
2008