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?".

1. The Dark Knight
Marketing case study

2. The Dark Knight
• Warner Bros
• $185 million budget
• Made due to the success of last (well known
comic book
• Technological convergence
• Grossed over $1billion
• Created Synergy
• Viral marketing

3. The Dark Knight
• Created two rollercoasters to promote the film
($7.5 million)
• JarnoTrulli promoted it on the side of his F1 car
• Silverstone – batmobile drove round
• Promoted as a more serious batman
• WHY SO SERIOUS
• www.whysoserious.com
• Viral marketing

4. The campaign
• Teaser trailer
• Trailer