Pilot Case Study: The Dark Knight Rises

THE DARK KNIGHT RISES VIRAL MARKETING TACTICS THEMES AURORAINTENSITY EXCITEMENT BATMAN ANTICIPATION: Just watched the new Dark Knight Rises trailer and I think I peed myself a little bit. http://tdkr07202012.com/ #tdkr07202012 We found some Batman graffiti Downtown! What a fun marketing idea. http://ow.ly/i/BaT1 #tdkr07202012 IT FINALLY LEAKED!! #TheDarkKnightRises Official Trailer...hurry up and watch it before they remove it #theFireRises @NextMovie yeah am afraid but i think I am not changing my plans to go see 'Dark knight rises' #aurora ш. TIMELINE 20 May 2011 18 July 2011 #theFireRises First Teaser Trailer Released IIIII--IIII-----III-----II A fan revealed the hashtag from a mysterious chant on thedarkknightrises.com Announced the upcoming film and attracted approx. 0.6 million viewers hefirefisesHibgieRises 8 December 2011 Each tweet with the hashtag Operation Earlybird begins removed a pixel from an image of Bane, the villain. Timer on TDKR website started a countdown from 1:00:00:00 OPERATION EARLY BIRD COMMENCES IN 00:11:23:02 December 2011 DAYS HOURS MINUTES SECONDS Countdown ends A map was revealed which showed locations where the Prologue screenings occurred 13 December 2011 Prologue is screened in select theatres II||||| I||||||| I|||||ITI|||||| Fans that could get to the website before it crashed saw the 6-min footage 3 days before everyone else ENTER COORDNATES 16 December 2011 19 December 2011 Prologue released Second teaser trailer released Aired in select IMAX theatres before Mission Impossible - Ghost Protocol Released online and attracted approx. 3 million viewers Also relesed in IMAX theatres before select films BOBERT DOWNEY JR. TUDELAW SHERLOCK HOLMES A GAME OF SHADOWS GHOST PROTOCOL 30 April 2012 Scavenger hunt begins 1 May 2012 Revealed international locations of graft hashtag on a warrant for the arrest of Batman. Fans were to submit photos to the hashtag and unlock frames of a trailer posted on tdkr07202012.com and a Third trailer unlocked Photos from al graffiti locations submitted @tdkr07202012 uploads all images and tweets a link to the trailer which attracted approx. 27 million viewers #tdkr07202012 POLICE DEPARTMENT PLEASE POST İN A CONSPICUOUS PLACE 4 May 2012 OF GOTHAM CITY Third trailer released to theatres IIIIIII|II-III|IIII-III||IIII| WANTED Released with the Avengers MURDER - KIDNAPPING - AGGRAVÁTED ASSAULT OFA PEACE OFFICER ANONYMOUS VIGILANTE 19 June 2012 ALIAS: THE BATMAN Unexpected Nokia trailer released D.O.B. UNKNOWN SEX: MALE НEIOHT: APPROX 6' 2 Attracted approx. 8 million viewers WEIGHT: APPROX 210 LBs BUILD: MUSCULAR НAIR: UNKNOWN EYES: BROWN 6 July 2012 COMPLEXION: UNKNOWN RACE CAUCASIAN Fourth trailer released ο ττ ττοονταταα Launches a stream of new footage and attracted approx. 8 million viewers OCCUPATION: UNKNOWN FILE PHOTO 46-58 FILE PHOTO #22-02 SCARS AND MARKS UNKNOWN SUSPECT SHOULD BE CONSIDERED ARMED AND DANGEROUS CAUTION! The anonymous vigilante known as the Batman is responsible for six deaths, including two police officers and District Attor- ney Harvey Dent. The perpetrator is also wanted for the kidnapping and endangerment of Commissioner James Gordon's family, and the aggravated assaults of several Gotham Police Personnel. The Batman has never been seen out of his mask and tactical uniform. He has been known to drive a large military-type ve- 20 July 2012 -hicle, but this vehicle is believed to have been destroved and abandoned. He has more recently been seen driving a two- wheeled vehicle of an unknown make and model. Official feature length film released The perpetrator is skilled in infitration, fighting, and evasion. His body armor is believed to be buletproof & flame-retardant. Released to IMAX and regular theatres worldwide IF YOU HAVE ANY INFORMATION REGARDING THE IDENTITY AND WHEREABOUTS OF THE BATMAN, PLEASE CONTACT # TDKRO7202012 #aurora Tragic shooting in Aurora Colorado occured during the midnight premiere THEORIES Uses and gratifications Media fulfil the needs and gratifications of their users Drip-drip-drip technique A steady output of information is produced Produced for McMaster University Ru HUMANITIES GRAFFITI