This document discusses the key elements of an advertising campaign for the 2008 film "The Dark Knight". It aimed to portray the Joker, played by Heath Ledger, as the most dangerous and crazy version yet. The campaign used unique promotional tactics like creating a fake newspaper and distributing "Jokerized" dollar bills to build hype. Christopher Nolan's approach was to appeal to fans by giving classic Batman villains substantial screen time and incorporating realistic gadgets and vehicles. The target audience was Batman fans new and old who wanted to see the ultimate rivalry of good versus evil played out between Batman and the Joker in Gotham City.

1. Movie mood board
Demonic and
unnatural
elements
Dark
sinister
tone
Play on peoples
fears like
puppets and
inanimate
objects
Pale and ghost
like characters
and a unique
back story
(pennywise only
comes around
every 27 years)
Action and
danger to
play on
peoples
thoughts
and
emotions

3. Horror films

4. My chosen thriller
advertising campaign
My chosen advertising campaign is batman:
the dark knight. I chose this as it had some of
the biggest actors in the world like heath
ledger, Christian bale, Cillian murphy etc. also
it was the biggest hyped movie of the year. It
was a huge movie that year as it made the
joker the most dangerous and crazy has ever
been.

5. Aims and objectives of
this campaign
The aims and objectives of this campaign was
to show the fans how crazy but how clever
he was in the films with his negotiating
techniques but his main goal was to turn
Harvey dent into a criminal (two face). to get
into character heath ledger locked himself
into a room to create the craziest joker there
had ever been.

6. Key messages
The main messages throughout the film was
about standing up against injustice and to
face your fears. A main quote repeated
through the film was ‘you either die a hero,
or live long enough to see yourself become
the villain’. The main message was about
justice and fighting for what's right.

7. Approach
Christopher Nolan's approach to the
production of this movie was to make the
props like the gadgets really appeal to the
viewers. We see batman use things like the
emp rifle to create a sonar around a building
enabling him to see it at night. His biggest
approach was giving classic villains screen
time like two face, joker and scarecrow.
These villains really appealed to the viewers
as they hadn’t been seen on screen in a long
time. He also showed people a new bat
mobile which instantly took to peoples
hearts as it was unique and was fully
armoured. It also had a bat bike built into the
car

8. representation.
The representation for this film was to show
how broken and wrong society is. It was
portrayed to show batman as the hero of
Gotham and his enemy joker was the
destroyer. The representation was also to
show the difference in society as Bruce
Wayne was deemed as the ‘prince of
Gotham’ and the joker was the ‘prince of
crime’. These two were shown as very
different but similar and were also seen as
one.

9. Advertising campaign
The advertising campaign for this movie was
done in a very unique way as they created an
online newspaper called the Gotham times
and you could actually get it sent to your
house. Another way they advertised the
movie was through billboards of the famous
bat logo and the date the movie dropped.
the most unique was this movie was
advertised however was through the unique
dollar bills known as ‘jokerized’ dollar bills.
they had clues on them to a certain vantage
point where you could see a plane writing ha
ha in the sky

10. Target audience
The target audience for this film was for
classic batman fans and new ones. It was also
appealing for people who like a classic rivalry
between good and bad.

11. logistics
1: created over $1 billion in revenue.
2: it’s the 16th highest grossing film of all
time.
3: the film received 8 academy award
nominations.
4: heath ledger (joker) won an Oscar.
5: it won an award for best sound editing.
6: film finished filming on 22nd of January
2008