The Dark Knight Christopher Nolan

Marketing and anti-piracy

The Dark Knight's marketing campaign was developed by alternate reality game (ARG) development company 42 Entertainment. Christopher wanted the team to focus on countering the negative reaction to Ledger's casting and controlling the revelation of the Joker's appearance.[160] Influenced by the script and the comic books The Killing Joke, The Long Halloween, and Arkham Asylum: A Serious House on Serious Earth (1989), 42 Entertainment paced the ARG over annual events, although Warner Bros. rejected their ideas to use Jokerized Santas at Christmas, coffins filled with chattering teeth on Mother's Day (mocking Wayne's late mother), and Batman actors on rooftops due to safety concerns.[160][161]

The ARG began in May 2007 with campaign posters for Dent and Joker playing cards bearing the phrase "I believe in Harvey Dent" were hidden inside comic books at stores around the U.S. This led people to a website where they could submit their e-mail addresses to reveal a pixel of a concealed Joker image; about 97,000 e-mail addresses and 20 hours were required to reveal the image in full, which was well received. At the San Diego Comic-Con, 42 Entertainment modified 11,000 one-dollar bills with the Joker's image and the phrase "Why So Serious?" that led finders to a location. 42 Entertainment's initial plan to throw the bills from a balcony was canceled due to safety concerns, so the bills were covertly distributed to attendees. Although the event was expected to attract a few thousand people, 650,000 arrived and participated in activities that included calling a number taken from a plane flying overhead and wearing Joker makeup to commit disruptive acts with actors.[160][161][162] Globally, fans photographed letters on signs to form a ransom note. A U.S.-centric effort involved people recovering cellphones made by Nokia—a brand partner to the film—from a cake, which led to an early screening of the film's bank-heist prologue before its public release in December. Ledger's appearance in the prologue was well-received and positively changed the discourse around his casting.[y]

Following Ledger's death, the campaign continued unchanged with a focus on Dent's election, which was influenced by the ongoing 2008 United States presidential election. Warner Bros. was concerned public knowledge of Dent's character was poor; the campaign included signs, stickers, and "Dentmobiles" visiting U.S. cities to raise his profile. The campaign concluded in July with displays of the Bat-Signal in Chicago and New York City that were eventually defaced by the Joker. Industry professionals considered the campaign innovative and successful.[z]

Warner Bros. dedicated six months to anti-piracy methods; the film industry lost an estimated $6.1 billion to piracy in 2005. Delivery methods of film reels were randomized and copies had a chain of custody to track who had access. Some theater staff were given night-vision goggles to identify people recording The Dark Knight, and one person was caught in Kansas City. Warner Bros. considered its strategy a success, delaying the appearance of the first "poorly-lit" camcorder version until 38–48 hours after its earliest global release in Australia.[172][173]

Context

Compared to 2007's $9.7 billion box-office take, in 2008, lower revenues were expected due to the large number of comedies competing against each other and the release of films with dark tones, such as The Dark Knight, during a period of rising living costs and election fatigue in the U.S. Fewer sequels, which generally performed well, were scheduled and only four—The Dark Knight, The Chronicles of Narnia: Prince Caspian, The Mummy: Tomb of the Dragon Emperor, and Indiana Jones and the Kingdom of the Crystal Skull—were predicted to be blockbusters. Kingdom of the Crystal Skull was the only film expected to easily earn over $300 million.[174]

The Dark Knight was expected to sell well based on high audience anticipation, positive pre-release reviews, and a record $3.5 million in IMAX pre-sales. Predictions placed its opening-weekend take above that of Iron Man's $102.1 million but below that of Spider-Man 3's (2007) record $151.1 million. Analysts said its success would be influenced by the lengthy running time that limited the number of screenings per day, and counter-programming from the romantic comedy Mamma Mia!—which surveyed well with women—and the family comedy Space Chimps. There was also a perceived limit on financial success for Batman films; the 1989 installment remained the franchise's highest-grossing release.[175][176] The Dark Knight's premiere took place on July 14, in IMAX in New York City. A block in Broadway was closed for the event, which included a live performance of the film score by Howard and Zimmer. The Hollywood Reporter said Ledger received several ovations, and that during the after-party, Warner Bros. executives struggled to maintain a balance between celebrating the successful response and commemorating Ledger.[177]

Box office

On July 18, 2008, The Dark Knight was widely released in the U.S. and Canada in a record 4,366 theaters on an estimated 9,200 screens. It earned $158.4 million during the weekend, a per-theater average of $36,282, breaking Spider-Man 3's record and making it the number-one film ahead of Mamma Mia! ($27.8 million) and Hancock ($14 million) in its third weekend.[aa] It set further records for the highest-grossing single-day ($67.2 million on the Friday), Sunday ($43.6 million), midnight opening ($18.5 million, from 3,000 midnight screenings), and IMAX opening ($6.3 million from about 94 locations), as well as the second-highest-grossing Saturday ($47.7 million) behind Spider-Man 3, and contributed to the highest-grossing weekend on record ($253.6 million).[ab] The film benefited from repeat viewings by younger audiences and had broad appeal, with 52% of the audience being male and an equal number of those under 25 years old, and those of 25 or older.[175][176][184]

The Dark Knight broke more records, including for the highest-grossing opening week ($238.6 million), and for three-, four-, five-, six-, seven-, eight-, nine-, and ten-day cumulative grosses, including the highest-grossing non-holiday Monday ($24.5 million) and non-opening Tuesday ($20.9 million, as well as the second-highest-grossing non-opening Wednesday ($18.4 million), behind Transformers ($29.1 million).[ac] It retained the number-one position in its second weekend with a total gross of $75.2 million, ahead of the debuting Step Brothers ($31 million), giving it the highest-grossing second weekend.[189][190] It retained the number-one position in its third ($42.7 million) and fourth ($26.1 million) weekends, before falling to second place in its fifth, with a gross of $16.4 million, behind the debuting Tropic Thunder ($25.8 million).[191][192][193] The Dark Knight remained in the top-ten highest-grossing films for ten weeks, and became the film to surpass $400 million soonest (18 days) and $500 million (45 days).[179][194][195] The film was playing in fewer than 100 theaters when it received a 300-theater relaunch in late January 2009 to raise its profile during nominations for the 81st Academy Awards. This raised its total box office to $533.3 million before it left theaters on March 5 after 33 weeks, making it the highest-grossing comic-book, superhero, and Batman film; the highest-grossing film of 2008; and the second-highest-grossing film ever (unadjusted for inflation), behind the 1997 romantic drama Titanic ($600.8 million).[ad]

The Dark Knight was released in Australia and Taiwan on Wednesday, July 16, 2008, and opened in twenty markets by the weekend. It earned about $40 million combined, making it second to Hancock ($44.8 million), which was playing in nearly four times as many countries.[ae] The Dark Knight was available in sixty-two countries by the end of August, although Warner Bros. decided not to release it in China, blaming "a number of pre-release conditions ... as well as cultural sensitivities to some elements of the film".[206] The Dark Knight earned about $469.7 million outside the U.S. and Canada, its highest grosses coming from the United Kingdom ($89.1 million), Australia ($39.9 million), Germany ($29.7 million), France ($27.5 million), Mexico ($25 million), South Korea ($24.7 million), and Brazil ($20.2 million). This made it the second-highest-grossing film of the year behind Indiana Jones and the Kingdom of the Crystal Skull.[202][207]

The film had grossed $997 million worldwide by January 2009.[201][208] Its reissue in the run-up to the Oscars enabled the film to exceed $1 billion in February,[209] and it ultimately earned $1.003 billion. It was the first superhero film to gross over $1 billion, the highest-grossing film of 2008 worldwide, the fourth film to earn more than $1 billion, and the fourth-highest-grossing film of its time behind Pirates of the Caribbean: Dead Man's Chest ($1.066 billion), The Lord of the Rings: The Return of the King ($1.119 billion), and Titanic ($1.842 billion).[af][ag] As of September 2022, rereleases have further raised its box-office take to $1.006 billion.[91]