The Dark Knight Rises

Marketing

The official website launched in May 2011, introducing a viral marketing campaign similar to the one used to promote The Dark Knight. The website streamed an encrypted audio file described by users as chanting. Users decrypted the audio to the Twitter hashtag, "#TheFireRises". Warner Bros. removed a pixel from the webpage for every tweet using the hashtag. The website revealed the first official image of Bane.[132]

In July 2011, a teaser trailer leaked online before its official release with Harry Potter and the Deathly Hallows – Part 2.[133] The studio released the teaser three days after the leak. The trailer received mixed responses; Stephen Spencer Davis of Slate wrote it successfully built hype,[133] while Kofi Outlaw of Screen Rant showed disappointment, claiming it was more of an "announcement trailer" than an actual teaser trailer. Outlaw criticized the quality, writing that a scene depicting Commissioner Gordon in a hospital bed was overly dramatic, had "hammy" dialogue, and was difficult to understand due to Gordon's labored breathing. Outlaw wrote that the sweeping shot of Gotham City had poor CGI and was too reminiscent of the Inception trailer.[134] The theatrical trailer leaked online, like the teaser trailer, before being released the following week attached to theatrical prints of Sherlock Holmes: A Game of Shadows.[135][136][137] Critics noted political undertones with dialogue foreshadowing the theme of income inequality and an "Occupy Gotham" campaign within the world of the story.[138][139][140] Receiving more than 12.5 million views in the first 24 hours after its release, the trailer set the record for most combined downloads from iTunes, beating the previous record held by The Avengers.[141] However, the second trailer for The Avengers again set the record with 13.7 million downloads.[142] Warner Bros. attached a second theatrical trailer for The Dark Knight Rises to theatrical prints of The Avengers. An "unnamed" Warner Brothers executive clarified that "We see this placement as a good strategic decision. We always want our trailers to be seen with films that people want to see—and a lot of people will be going to The Avengers!" The executive also commented that the trailer will "provide the best potential exposure for TDKR."[143] Warner Bros. released the trailer online on April 30, 2012, approximately four days before they attached it to theatrical prints of The Avengers.[144]

Continuing a method used with The Dark Knight whereby the opening sequence of the film was attached to IMAX prints of I Am Legend seven months before release,[145] a six-minute prologue of The Dark Knight Rises was attached to 70mm IMAX prints of Mission: Impossible – Ghost Protocol, again approximately seven months before release.[146] Critical reaction to the prologue was positive.[147][148][149] Addressing the issue in an interview with Entertainment Weekly, Nolan said "I think when people see the film, things will come into focus. Bane is very complex and very interesting and when people see the finished film people will be very entertained by him."[150]

The Bat-Signal being projected against the Fifth Avenue Place during filming in Pittsburgh

Viral marketing campaigns for the film continued as magazine companies Empire and Wired received "CIA documents" concerning a "Dr. Leonid Pavel", with its mugshot connected to actor Alon Abutbul. According to the first document, Pavel is a missing Russian nuclear physicist, while the second document appears to be an edited transcript of a conversation discussing the handover of Dr. Pavel to the CIA by Georgian separatists, but with most of the conversation redacted.[151] These were later shown to be plot elements of the six-minute prologue.[147] The official Twitter account later linked to another censored document, this time, referencing "Operation Early Bird". A website of the same name was discovered, revealing a countdown timer. When the countdown finished, the site presented a map showing all available theaters that would be screening the film's prologue earlier than its release.[152][153]

Various websites received a package that included a cylinder map of "strike zones", and a "fire rises" T-shirt.[154] In April 2012, the film's official website was updated with a "dossier" on a suspect named "John Doe" also known as "the Batman" for an arrest, with a list of several accusations. The premise of the campaign starts when the mayor of Gotham City "redoubles" the effort to capture Batman and anyone supporting his return in preparation for the upcoming "Harvey Dent Day". The site also includes an extensive list of real-world locations where "graffiti related to movement in support of the vigilante's return" is located. For each tweet of a specific location marked on the list, a frame of the second theatrical trailer for the film was released on a separate website.[155]

In January 2012, six months prior to the film's release, tickets for midnight IMAX showings in New York, San Francisco, and Los Angeles went on sale and sold out immediately. Purchased tickets surfaced for sale online for over $100, compared with their original price of $17.50.[156]

Formula One team Lotus F1 carrying a special livery to promote The Dark Knight Rises at the 2012 British Grand Prix

At the American International Toy Fair, Mattel unveiled figures for Batman, Bane, Catwoman, and Batman's flying vehicle, the Bat. The Mattel figures were also released in the "Movie Masters" line, featuring more highly detailed and articulated presentation, and Quiktek versions that feature interchangeable accessories. Lego released building sets and mini-figures based on the film and incorporating other DC Comic characters. Additionally, Funko released a series of plush toys, Mezco Toyz released vinyl figures, and Hornby released the Batman Tumbler car.[157] Other partners include Jakks Pacific, who created novelty and large-scale figures and plush toys,[158] and PPW Toys, who created a Batman themed Mr. Potato Head.[159] Various clothing items including shoes, T-shirts, hats and wallets were also produced.[160]

A video game of the same name was released on the same day as the release of the film for the iOS and Android devices for promoting the movie. It was made by Gameloft. The game features an open world with primary focus on stealth and combat. The combat system of the game is inspired from Arkham Asylum and Arkham City. It takes place in Gotham City, with a somewhat similar but still significantly different plot from that of the movie. IGN gave it a mediocre score of 5.5/10.[161]

The film novelization, written by author Greg Cox and published by Titan Books, was released alongside the film on July 24, 2012.[162]

Warner Bros. partnered with Mountain Dew to do a cross-promotion that included a special paint scheme on the number 88 Chevrolet Impala owned by Hendrick Motorsports and driven by Dale Earnhardt Jr. in the NASCAR Sprint Cup Series.[163] On June 17, 2012, the car won the 2012 Quicken Loans 400 at Michigan International Speedway.[164] On July 4, 2012, the studio signed a deal with Formula One team Lotus F1 to have the film's logos appear on the Lotus E20s driven by Kimi Räikkönen and Romain Grosjean at the 2012 British Grand Prix.[165] Räikkönen and Grosjean went on to finish the race in fifth and sixth place respectively.[166] Warner Bros. had previously followed a similar promotion at the 2008 British Grand Prix, when the now-defunct Toyota F1 carried a livery to promote The Dark Knight.[167]

Two digital comic books entitled Batman Origins[168] and The Dark Knight: Prologue[169] were released exclusively for Nokia Lumia devices. A special movie application has also been released, featuring trailers, wallpapers, movie schedules and Batman trivias.[170] Limited editions of the Lumia 710, Lumia 800 and Lumia 900 were also released featuring a laser-etched Batman logo.[171][172][173]


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