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TDK marketing strategy

Jan. 31, 2008by: Omar Aviles

The Dark Knight As crass as it may seem so soon after the unfortunate death of Heath Ledger, one of the most important challenges Warner Bros. faces in the next few weeks is deciding how to proceed with a marketing campaign that had focused primarily on Ledger's brilliantly sociopathic Joker character. One of the obvious ways is, of course, to shift the focus to the film's other main villain, Harvey Dent aka Two-Face (portrayed by Aaron Eckhart) and, according to Slate, Warner Bros. had planned to eventually segue the marketing to focus onTwo-Face so they'll just be advancing their timeline. The rest of the Slate article deals with other challenges Warner Bros. faces in terms of marketing. It's a pretty interesting read if you've got a little time. THE DARK KNIGHT opens July 18th.

Extra Tidbit: Maybe they'll even show us more of Scarecrow.
Source: Slate

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9:37PM on 02/01/2008

Continue On

They should continue on with what they were planning. Would you stop all if the director passed on? All movies and productions run the risk of losing one of its own. Should you stop the momentum for the loss of one. No but given this is a Nolan film, I know he was going to do a twist. Show us the Joker, then more Joker and then see the movie and BAM - Two Face is all about. This will be a kick A movie even more than you can imagine.
They should continue on with what they were planning. Would you stop all if the director passed on? All movies and productions run the risk of losing one of its own. Should you stop the momentum for the loss of one. No but given this is a Nolan film, I know he was going to do a twist. Show us the Joker, then more Joker and then see the movie and BAM - Two Face is all about. This will be a kick A movie even more than you can imagine.
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5:29PM on 02/01/2008

Hard to say

It's hard to say the best way to proceed. Up until Ledger's death it was his Joker that was the primary point of marketing. I don't think I would stop doing it. If anything his insanely dark Joker is probably going to be one, if not The, best part of the film. Let people see how great he really was by keeping him to the forefront. One way to possibly do that is go with two-face for a bit, then after things calm down go back to Joker.
It's hard to say the best way to proceed. Up until Ledger's death it was his Joker that was the primary point of marketing. I don't think I would stop doing it. If anything his insanely dark Joker is probably going to be one, if not The, best part of the film. Let people see how great he really was by keeping him to the forefront. One way to possibly do that is go with two-face for a bit, then after things calm down go back to Joker.
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4:30PM on 02/01/2008

i don't understand this.

i don't mean to sound insensitive but why would heath ledger's death have anything to do with advertising? I mean i know he died but it'd frankly be direspectful to not try and highlight his performance in this. Why do they want to cut him out of it?
i don't mean to sound insensitive but why would heath ledger's death have anything to do with advertising? I mean i know he died but it'd frankly be direspectful to not try and highlight his performance in this. Why do they want to cut him out of it?
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2:43PM on 02/01/2008

WELL ....

... it had to happen. After Heath's death it seems like things are gonna go bad for TDK. Warner should wake the f... up, bite the bullet and go with Joker. They'll have the greatest movie spectacle of the year if they don't turn the table and start promoting Two Face. Heath is dead, but Joker is not!!!!!
... it had to happen. After Heath's death it seems like things are gonna go bad for TDK. Warner should wake the f... up, bite the bullet and go with Joker. They'll have the greatest movie spectacle of the year if they don't turn the table and start promoting Two Face. Heath is dead, but Joker is not!!!!!
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12:22PM on 02/01/2008

"And now for something completely different..."

You can tagit: "Best last performance than Raul Julia." "See what happens when the meds catch up to ya!"

Could be anything to generate the most cash in any term. Any studio would look at main actor's deaths as some way to fill up the bank. Why any different? River Phoenix who?
You can tagit: "Best last performance than Raul Julia." "See what happens when the meds catch up to ya!"

Could be anything to generate the most cash in any term. Any studio would look at main actor's deaths as some way to fill up the bank. Why any different? River Phoenix who?
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9:37AM on 02/01/2008

PITY WARNER...

I really pity the guys at Warner for what they have to endure. I mean, their viral stretegy was phenomenal...only for it to end in such a tragic way. Marketing the Joker to the kids will be a trickier issue. Sigh. Let's just see how it goes. I'm sure Heath Ledger would have wanted for the best.
I really pity the guys at Warner for what they have to endure. I mean, their viral stretegy was phenomenal...only for it to end in such a tragic way. Marketing the Joker to the kids will be a trickier issue. Sigh. Let's just see how it goes. I'm sure Heath Ledger would have wanted for the best.
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8:46AM on 02/01/2008
I dont have a problem the marketing stays around the Joker, since it will be clear they are not traying to take advantage of Heath's death. I mean the campaign was at full force behind the Joker before Heath died, so nobody would be able to say they are exploiting him.
I dont have a problem the marketing stays around the Joker, since it will be clear they are not traying to take advantage of Heath's death. I mean the campaign was at full force behind the Joker before Heath died, so nobody would be able to say they are exploiting him.
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6:22AM on 02/01/2008
I'd be fine if they didn't show us Two Face before the launch of the movie--and I'd be glad and surprised if they manage to keep his appearance under wraps.

I'd be fine if they didn't show us Two Face before the launch of the movie--and I'd be glad and surprised if they manage to keep his appearance under wraps.

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2:43AM on 02/01/2008

What's the name of that Justin Timberlake song?


Well,TP, I just so happen to believe that having people like you kissing his ass is a bit more disrespectful to his memory than me being honest here.

I didn't say he wouldn't turn in a brilliant performance. I just said that I'm not going to heap praise on him when I haven't seen the film yet, and I'm certainly not going to do it just because the dude's dead.

That was in no way a knock against the Almighty Heath Ledger, but thanks for playing.

Well,TP, I just so happen to believe that having people like you kissing his ass is a bit more disrespectful to his memory than me being honest here.

I didn't say he wouldn't turn in a brilliant performance. I just said that I'm not going to heap praise on him when I haven't seen the film yet, and I'm certainly not going to do it just because the dude's dead.

That was in no way a knock against the Almighty Heath Ledger, but thanks for playing.
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2:25AM on 02/01/2008
nice comment dick! Ledger just died and you have to post that. Maybe some how it won't be brilliant but you don't post crap like that yet.
nice comment dick! Ledger just died and you have to post that. Maybe some how it won't be brilliant but you don't post crap like that yet.
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12:55AM on 02/01/2008
"...Ledger's brilliantly sociopathic Joker character."

I take it you've seen an early screening of the film? I mean, aside from a few clips in the trailer and the short that premiered before I Am Legend, there's not a whole lot to base that on.

For all we know, Ledger's performance could very well be terrible.

Don't get me wrong, what I've seen so far from him has looked extremely promising, but I'm not going to start counting my chickens before they're hatched. Ya dig?
"...Ledger's brilliantly sociopathic Joker character."

I take it you've seen an early screening of the film? I mean, aside from a few clips in the trailer and the short that premiered before I Am Legend, there's not a whole lot to base that on.

For all we know, Ledger's performance could very well be terrible.

Don't get me wrong, what I've seen so far from him has looked extremely promising, but I'm not going to start counting my chickens before they're hatched. Ya dig?
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12:23AM on 02/01/2008
i think there has been enough marketing for this film WE ALL WANT TO SEE IT ALLREADY ENOUGH STOP TRYING TO SHOVE IT DOWN OUR THROATS LIKE CLOVERFIELD.
i think there has been enough marketing for this film WE ALL WANT TO SEE IT ALLREADY ENOUGH STOP TRYING TO SHOVE IT DOWN OUR THROATS LIKE CLOVERFIELD.
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11:46PM on 01/31/2008
It would at least be more tasteful than some of the magazines he is currently on the covers of. Can't they let his family mourn before slapping him on covers with accusations and rumors? Either way, whatever they choose, at least they will hopefully do it with taste.
It would at least be more tasteful than some of the magazines he is currently on the covers of. Can't they let his family mourn before slapping him on covers with accusations and rumors? Either way, whatever they choose, at least they will hopefully do it with taste.
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11:27PM on 01/31/2008
Noooo, if anything I think it would be MORE respectful to keep using the Joker in your ad campaign, since not only is he the main villain, but it would probably be Heath's highest profile role AND his last one, so....

Okay, when I say it like that it does sound like oversaturation and [link] Still, honor him by not hiding him, aight?
Noooo, if anything I think it would be MORE respectful to keep using the Joker in your ad campaign, since not only is he the main villain, but it would probably be Heath's highest profile role AND his last one, so....

Okay, when I say it like that it does sound like oversaturation and [link] Still, honor him by not hiding him, aight?
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10:41PM on 01/31/2008
It's not disrespectful to use the character Heath put so much time and emotion into. I mean I don't know him, but I think if this was the guy who spent weeks alone in hotel rooms reading Joker comics, I think he would like the way the whole marketing campaign was being used.

But then again, I don't want to come off as selfish so I could definetely see why they wouldn't want to proceed.
It's not disrespectful to use the character Heath put so much time and emotion into. I mean I don't know him, but I think if this was the guy who spent weeks alone in hotel rooms reading Joker comics, I think he would like the way the whole marketing campaign was being used.

But then again, I don't want to come off as selfish so I could definetely see why they wouldn't want to proceed.
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8:56PM on 01/31/2008
I'm no exec but I'm guessing the studio would probably like to stay the course, so to speak, but all the tabloids and B.S. "Hollywood News" shows would spin it into WB trying to capitalize on Heath's passing. Covering their asses before idiots start a sh!tstorm.

I can't see them using Scarecrow much for marketing but seeing some Dent / Two-Face would be great.
I'm no exec but I'm guessing the studio would probably like to stay the course, so to speak, but all the tabloids and B.S. "Hollywood News" shows would spin it into WB trying to capitalize on Heath's passing. Covering their asses before idiots start a sh!tstorm.

I can't see them using Scarecrow much for marketing but seeing some Dent / Two-Face would be great.
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8:51PM on 01/31/2008
i think they shouldnt move up the time line just because heath died. he invested his time,talent, and sanity into this character and to me to halt with the joker campaign would be a greater insult to his memory than continuing
i think they shouldnt move up the time line just because heath died. he invested his time,talent, and sanity into this character and to me to halt with the joker campaign would be a greater insult to his memory than continuing
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8:44PM on 01/31/2008
i think they shouldnt move up the time line just because heath died. he invested his time,talent, and sanity into this character and to me to halt with the joker campaign would be a greater insult to his memory than continuing
i think they shouldnt move up the time line just because heath died. he invested his time,talent, and sanity into this character and to me to halt with the joker campaign would be a greater insult to his memory than continuing
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8:28PM on 01/31/2008
Isn't there a way to keep the focus on the Joker while still respecting Heath's passing? Isn't that even more respectful - rather than trying to forget his death but praising and continuing to set up his performance in TDK? Because in the end, won't the film's focus, or at least a big chunk of it, still be on him? So if we'll still see him in the end anyway, why change the focus? I do think that the degree of which the Joker was used in the viral marketing should be toned down a little bit, but
Isn't there a way to keep the focus on the Joker while still respecting Heath's passing? Isn't that even more respectful - rather than trying to forget his death but praising and continuing to set up his performance in TDK? Because in the end, won't the film's focus, or at least a big chunk of it, still be on him? So if we'll still see him in the end anyway, why change the focus? I do think that the degree of which the Joker was used in the viral marketing should be toned down a little bit, but hasn't it already anyway, even before Heath died? I don't see why they should try to avoid dealing with his death.
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