The marketing for the TDKR started May 2011, a full 13 months before the film would be released for cinema viewing. It started with Warner Brothers launching TDKR website in May 2011.
Viral Marketing Campaign
The website consisted of a black screen and no content bar, with some unusual audio chanting. Once the audio file had been decrypted by the user the audio filed revealed #TheFireRises, there was also a twitter account with the same name @TheFireRises which linked to another website, when people shared this website ether through Twitter or Facebook their profile pictures was used as part of a college, gradually revealing the first picture of Bane, who would be one of the new villains in which Bat Man would be facing. Below is the image which was gradually revealed to audiences through the website.
What makes it so good is the fact that it requires participation from the community, people are made to feel like they are responsible for new developments and discoveries. This also plays upon people’s competitive nature as they want to be the one to piece together the clues and find the next lead.
Another technique used by Warner Bros was the release of a “CIA memo” which was posted on Wired and says that the agency is seeking a missing Russian nuclear official who specialises in fuel-cycle technology and reactor design. The person pictured looks a lot like Alon Aboutboul, who was cast back in May. However, Empire received a related transcript of a conversation between the CIA and some type of militia. This technique was again used to raise awareness to the TDKR fans and giving them some bate to feed of for the film, as these mini viral stunts will help fans to piece together what could happen in the new film. Below is the image which was revealed to audiences.
TDKR Campaign took a further twist, when they took to Social Networking sites once again using the account @TheFireRises, the account twitted to fans a document this time about "Operation Early Bird" pointing users towards a website which linked fans to a countdown to a list of coordinates of the nearest IMAX cinemas nearest the users in which the cinemas will be showing the Prologue early. This type of viral marketing was used to keep there fans and audiences guessing to what TDKR famous viral marketing campaign may display, this will ensure a big hype to the release through displaying the nearest IMAX cinemas, as it will make fans even more determined to see the film. As they feel the film campaigns is always in contact with its fans.
Lastly TDKR campaign did not make it easy for eager fans to view the trailer, as this part of the campaign consisted of the official website being updated, as it displayed police documents, users were able to scroll through documents seeking out locations in which users had to go to the location and take a video or phone of them at that specific location in which the website has set., you could tweet or upload the picture to the website and that user would unlock one frame of the trailer. This technique was basically teasing audiences as this was to preview the third trailer of TDKR, so audiences and fans where teased of the film which related to that the film was coming nearer to its release for fans this again created more of a hype as TDKR campaign kept going throughout the year in order not to lose any existing fans and gain more through constantly communicating with them so they feel part of the film which kept them intrigued and on edge about the film to keep that constant excitement about the upcoming release.
Posters
I will be analysing the posters used throughout TDKR, however I have noticed that Warner Bros have kept the consistency within the posters to ensure audiences will notice and be familiar with the posters as they was with TDK. The same styles and low key lighting have been used to keep the dark feel to the film and help promote the darkness in which the film will in tail. The poster carry the same mise en scene which was used within the first set of poster which is darkness, fear and mystery through the use of masks.
TDKR
As you can see here are is TDKR teaser poster which will released in order to create a buzz surrounding the film reminding fans that the last Batman film is near. The three poster which are displayed above are pictures of the three main characters within the film giving fans some a sneaky insight to who and what the film is about. Each poster displays a medium shot of each of the three character directly facing the audiences eye with Batman and Bane standing tall and puffy, while Cat woman in a slender pose a more feminist pose than the two other main characters. Low key lighting has been used on each of the three poster to keep the darkness of the film portrayed to audiences. No release date is mentioned on the trailer other than "Comming Soon" therefore teasing audiences again of the awareness of the movie creating more of a spectacle about the climax of the movie. Each of the threes posters consists of the same background which is a dark grey cloud and black rain upon the characters, this again connotes to audiences evil and possibly this may be the darkest of the Batman franchises yet.
TDK
Above is TDK teaser posters, I feel that TDK and the TDKR posters both have familiar similarities as Warner Bros advertising campaign have followed the same suit in terms of posters to possibly the consistency of the franchise since these posters was such a success. The low key lighting and the use one main image has been used in both posters, and the display of "Comming Soon" has also been used within both posters. However the difference between the posters of the images used as TDKR posters have no props included in there posters however TDK poster do, this maybe in order to keep the mystery of the film sealed until the film is released for fans to view, also TDKR poster campaign and TDK doesn't want to give anything away with there campaign other than raise awareness of the film through reminding fans that the film is closer and closer. Through using various posters such as different characters in the film it creates a jigsaw for fans as they want to find out who these characters are, and what role to they play in the film, which again the posters interact with audiences. The use of the faded face just showing the main head connotes mystery and suspense to fans.
In conclusion TDKR and the TDK poster campaign are highly successful through keeping the consistency throughout the posters. And including effects and featuers such as creating different posters for different characters which creates enigma and tease for audiences and fans. As each new poster acts as a constant reminder to audiences.
Magazine Covers
Here I will be looking at two magazine front covers for TDKR, this feature to exclusive front covers from Empire Magazine, one including a picture of Bat Man and the other featuring Car Woman.
As you can see above here of the two Magazine front covers, I feel these two magazine front covers both magazine front cover attract male and females audiences. However the two characters are posed in two different ways portraying two very different images. As firstly Bat man is shown face on in his classic Bat Man suit portraying a image of himself as being masculine, and buff due to his posture and his stance as his chest is puffed out and he is looking directly into the camera. This will attract male audiences due to the fact he is Bat Man, and he is seen to look fierce and scary, however this might attract females audiences due to the fact Bat Man is Christian Bale an he is seen here looking muscly and manly.
However the magazine featuring Cat Women, I feel doesn't follow the same portrayal as Batman, because of the pose and stance. As Batman is seen puffed out shoulders out, a manly and masucaline portrayal as Batman should be however Cat woman is not stance's facing the audiences however she is posing side on with here lower back showing to audiences wearing a leather suit, here head is also turned facing into the camera. This I feel relates to the Male Gaze as she is posed seductively automatically attracting the male eye which is making the film eye catching for them as Cat women is seen posed like this. She could also attract female attention too as she is the first woman super hero to appear on Batman which again would attract females audiences due to the fact she is a female.
Both magazine follow the same consistent housestlye with the Bat emblem used at the top of the Masthead, the Masthead is big and bold with a white outer glow signifying the magazine brand towards audiences. As This magazine has no Acnhorage text or headlines it creates the main focus of the magazine on the main image therefore making it this making an World Exclusive cover for fans to buy as it is covering TDKR.
Trailer
Although many trailers where released for TDKR, I will be analysing the teaser trailer which was used for the TDKR advertising campaign.
This trailer was used in order to tease fans about TDKR, as you can see the trailer lasts for 1 minute and 36 seconds suggesting that this doesn't give away too much of the film. The trailer uses non digectic sound through the beginning of the trailer, the voice used is slow and creep suggesting to audiences the darkness of the film. While the non digectic sound is in place slow scenes are used which relate to the commentry in order to potray that this is the end. Later a man in a hospital bed is shown talking slowly as he is struggling to talk this voice over Carry's on while shots related to the voice over are shown while the non digectic sound starts slow and progressively getting faster and faster. This connates to audiences the suspense of the film. The last 10 seconds of the trailer shows a shot of gothan city form a low angle shot looking like it is falling apart with the Batman emblem shown clearly near the top. This again connates to audiences that Gothem City could possibly be comming to the end.
In conclusion this trailer creates alot of engima and doesnt reveal to much to audiences, as it only includes snipes of what TDKR will intail therefore creating more hype and excitment towards the film which the whole marketing campaign of TDKR has done very successfully.
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