The Dark Knight had a $185 million budget from Warner Bros due to the success of the last Batman film. Through technological convergence and viral marketing, the film grossed over $1 billion globally. The film's marketing campaign created synergy across multiple platforms, including two theme park rollercoasters costing $7.5 million, a Formula One car sponsorship, and a batmobile demonstration at a racing event to promote the film as a darker, more serious Batman installment with the viral marketing slogan "Why So Serious?".