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Home > The Dark Knight Rises > The Dark Knight Rises: Why So Quiet?

The Dark Knight Rises: Why So Quiet?

By: Scott Johnson on February 25, 2012

In : The Dark Knight Rises
- 12 Comments

Before Christmas, The Dark Knight Rises was the talk of the movie world. It seemed like every day brought a new photo or tidbit of information about the film. However, other than toy photos from Toy Fair, it’s been rather quiet on The Dark Knight Rises front lately.

The Dark Knight Rises sat out the Super Bowl, where The Avengers gained serious momentum with a great new commercial. Of course, Warner Bros. sat out the Super Bowl completely, which is not surprising considering the expense of Super Bowl commercials.

What is surprising is how quiet Warner Bros. has been after the Super Bowl. The Amazing Spider-Man wasted no time scheduling a sneak preview in early February. Sony/Columbia Pictures has also launched an innovative viral campaign called “Mark of the Spider-Man,” which has become the talk of the comic book world. In fact, it’s the same type of viral campaign that has been used in the past and that you might expect from a Batman film.

The Dark Knight Rises official Facebook page only has one post so far this year, and it was of already released photos from the film. The @thefirerises twitter account which helped to reveal the first image of Bane hasn’t had a tweet yet this year. Did the Dark Knight Rises social media team go on vacation?

There have been no new trailers or official photos released since December. A couple of cast members have referred to the film in interviews, but in general, there has been nothing major revealed. Other than some January coverage in Entertainment Weekly’s 2012 preview issue, there hasn’t been any major magazine coverage lately either.

Marvel Comics has announced a number of tie-in comics related to The Avengers, but DC Comics hasn’t announced anything related to The Dark Knight Rises so far. And it’s not like DC Comics isn’t trying to do everything possible to generate buzz with a major re-launch and a Watchmen prequel. It’s somewhat shocking that there’s been no crossover promotions revealed with The Dark Knight Rises.

So what’s going on? Why is Warner Bros. so quiet in regards to the Dark Knight Rises? Is it all part of a carefully planned strategy? Is there a major viral campaign in the works that will be revealed soon? Or did all the media uproar over Bane’s voice make the studio shy? Or could Christopher Nolan have become worried that too many elements of the plot were leaking out so he put out a gag order to preserve the element of surprise?

Comments

91reyes

Warner Bros. should build Bat Signals and turn them on in cities all over the world.
Anonymous

The Dark Knight Rises, because of the foundation laid by the previous two films, in reality, doesn’t need to promote. Why, this story proves my thesis – the very non-existence in marketing the film is marketing the film, as you have written a story about the lack of hype surrounding this film for the past few months. The film itself is the hype! The Avengers needs to market, as it has been apparent that the past 5 or so movies over the past four years have been merely info-mericals for the upcoming flick. My other theory is perhaps Warner Bros. and the crew are attempting to place a wedge between TDKR with the rest of the popcorn fodder this summer to prompt it for Oscar contention next year. In the formula similar to Lord of the Rings trilogy, it took serious pressure from the outside to consider that series Oscar caliber simply because of the ‘cosmetics’ of a tremendous plot, superb acting, and tremendous depth of design and implementation. I believe Warners, and rightfully so, is perhaps attempting the same for Nolan. Knowing how screwed Nolan got for Inception, and serious lack of interest for TDK, sans Heath Ledger, Warner Bros. is doing Nolan and the rest a solid by setting up a Best Picture, or at minimum, best director campaign.
John

As Hythloday says, The Dark Knight Rises doesn’t need much promoting at all, though I have a feeling that viral marketing will pick up soon. If you look at the box office totals for the Marvel prequels to The Avengers, it seems clear that the only real draw is Robert Downey Jr. and Iron Man, so they have to play up everything else big time to get interest in this movie. It’s not called Iron Man 3, but it basically is.
Peteagassi

Whoever wrote this article is an idiot! Do you not remember that Dark Knight Rises–in addition to releasing a trailer last December–also released the prologue: the FIRST 6 MINUTES of the movie. Dark Knight Rises has released more footage than all those other mentioned movies combined. So please stop whining about The Dark Knight Rises taking a marketing break.
http://pulse.yahoo.com/_XZV2D7ISB2A5DSON355T7LI3FE foxmulder241

I think the answer might be simple the movie stinks and they are trying to figure out what to do about it
http://pulse.yahoo.com/_XZV2D7ISB2A5DSON355T7LI3FE foxmulder241

Inception was a bad confusing movie(a big ripoff of the Matrix for the most part), Usually when a movie is suppose to be a tent pole isn’t getting promoted is because there is problems with the film and they are trying to fix them
Tom101

I wish they would. its annoying me now. i want a new trailer!!!!
Tom101

Lol that’s actually a really good idea!
Zebarooni

That’s a good point. But what about the significant increase in budget? Isn’t more allocated to marketing too?
91reyes

Seriously if i had the connections to talk to someone with high power I would suggest this idea haha
David

I have a friend who is a spiderman lover and a Batman hater. He says he can’t wait for TDKR to come out but when he says that I get the feeling hes hoping it sucks or hes just glad its the last Batman film so far. Also I’m sure he’s hoping that the up coming amazing spiderman movies will beat the beat the Batman Trilogy. Your thoughts?
Tel616

The film had depth to it, it was well thought out, with the exception of some minor plot holes. Watch it a couple of times and after a while you’ll get the themes, concepts and motivations of characters.

As for, “A big ripoff of the Matrix for the most part.” Their are very different core aspects, even if, “For the most part.” A film or any thing else in are culture feels derivative of it’s predecessors, it’s happens all the time. We all get inspired by previous pop cult, if it leads to an interesting interpretation thats can bring more depth is always welcome, to at at-lest a niche audience.

Personally I love what Nolan has with Batman, he’s directed some really entertaining films. I think he’s going to go for substance, Nolan has proved the vast major of people aren’t idiots primarily after special effects.