The official website launched in May 2011 as
simply a black page and streamed an
encrypted audio file described by users as
Users decrypted the audio to reveal the
Twitter hashtag "#TheFireRises".Warner Bro
removed a pixel from the webpage for every
tweet using the hashtag.The website
revealed the first official image of Bane.
In July 2011, a teaser trailer leaked online 3 days before its
official release before showings of Harry Potter and the
Deathly Hallows – Part 2.They knew that this would be an
extremely popular showing as it was the concluding film in
the Harry Potter sequence, and both films are owned by
Around six months before the film comes out, a teaser poster was released.
Because it is only the teaser poster they will not reveal much about the plot
line, instead using iconography that people will recognise such as the bat
symbol in the centre image.This poster is so instantly recognisable it
doesn’t even have the name of the film on it, usually a must have for film
posters.The other two are recognisable to fans of the films, but not to
everyone in the same way as the bat sign. Because of this they include a
second give away such as the metal bat symbol or the Batman's mask.
These ones also include the name of the film.
Continuing a method used withThe Dark
Knight whereby the opening sequence of the
film was attached to IMAX prints of I Am
Legend seven months before release, a six-
minute prologue ofThe Dark Knight Rises
was attached to 70mm IMAX prints of
Mission: Impossible – Ghost Protocol, again
approximately seven months before release.
• 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 in December 2011
• Warner Bros. attached a second theatrical trailer for The Dark Knight
Rises to theatrical prints of The Avengers in April 2012
• AWarner Brothers executive said “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 toThe Avengers!”
• The executive also commented that the trailer will “provide the best
potential exposure forThe Dark Knight Rises.”
• Warner Bros. released the trailer online on April 30, 2012, approximately
four days before they attached it to theatrical prints of The Avengers.
graffitied all over
the world, and for
ed and sent to the
Dark Knight Rises
Website, a new
frame of the trailer
would be released.
All 500 were found
within 24 hours.
The marketing campaign forThe Dark Knight
Rises was unbelievably successful
After the smash hit of the previous film and its
own incredible marketing campaign, the public
eagerly awaited the campaign for Christopher
Nolans conclusion to the epic Dark Knight
trilogy just as much as they did the film
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 byThe