Television and radio
- Trailers
- On-set posters and action figures
- Talk shows
- Entertainment programs, news programs
- Behind-the-scenes documentary shows
- Advance trailers, longer previews, behind-the-scenes footage on rentals or DVDs
Internet
- Studio-sponsored per-film websites
- Viral marketing - free distribution of trailers on film-oriented websites
In print
- Paid advertisements in newspapers, magazines and inserts in books
- Cross-promotion of original book or novelization, including special printings or new cover jackets
- Comic special editions or special episodes.
Advertising of “The Dark Knight”
The advertising of The Dark Knight started in May 2007 when 42 Entertainment began a viral marketing campaign using films tagline “Why So Serious?” They launched a website featuring a fictional political campaign of Harvey Dent. Throughout the pre-release period, fans were asked to complete tasks. On October 31, 2007, the film's website morphed into another scavenger hunt with hidden messages, instructing fans to uncover clues at certain locations in major cities throughout the United States, and to take photographs of their discoveries. The clues combined to reveal a new photograph of the Joker and an audio clip of him from the film saying "And tonight, you're gonna break your one rule." Completing the scavenger hunt also led to another website called Rory's Death Kiss (referencing the false working title of Rory's First Kiss), where fans could submit photographs of themselves costumed as the Joker. Those who sent photos were mailed a copy of a fictional newspaper called The Gotham Times, whose electronic version led to the discovery of numerous other websites.
WhySoSerious.com directed fans to find letters composing the Joker’s message "The only sensible way to live in this world is without rules," to send in photographs of these letters, and then featured their photos in a collage.
The Dark Knight's opening sequence, (showing a bank raid by the Joker) and closing montage of other scenes from the film, was screened with selected IMAX screenings of I Am Legend, which was released on December 14, 2007. A theatrical teaser was also released with non-IMAX showings of I Am Legend, and also on the official website. The sequence was released on the Blu-Ray edition of Batman Begins on July 8, 2008. Also on July 8, 2008, the studio released Batman: Gotham Knight, a direct-to-DVD animated film, set between Batman Begins and The Dark Knight and featuring six original stories, directed by Bruce Timm, co-creator and producer of Batman: The Animated Series.
When seeing this poster, there’s no doubt that it is another Batman film. The Bat symbol is used cleverly and even without the writing, everyone would know what the film is about. The poster also features Batman himself, looking arrogant but protective. The letters are quite small, however the star names appear bigger than the name of the director. Most attention is drawn on the release date – July 18 to build up tension. I believe the poster portrays a scene that hasn’t been featured in the film.
After the death of Heath Ledger, the marketing campaign began to focus on the Joker, revising some of its websites dedicated to promoting the film and posting a memorial tribute to Ledger on the film's official website and overlaying a black memorial ribbon on the photo collage in WhySoSerious.com. This poster shows a man who has turned his back towards the camera, however, everyone knows that it is the Joker since he is holding a knife and a play card. The scene behind him reminds of Gotham, where all the action takes place. There are no names on the poster, except for the studio names and distributor. The title has been kept small, but everyone knows it since it features the bat symbol.