Watch This: Behind the ‘Why So Serious’ Viral Campaign


An awesome reader named JJ sent over a link to this video earlier today which was posted on the website of 42 Entertainment, the company responsible for the ridiculously successful “Why So Serious” alternate reality game that led up to the release of last year’s highest grossing film, The Dark Knight. Of course his reason for sending this over is that at the 3:35 mark of the video, this very website shows up. Yes, that’s right folks — Film School Rejects. Represent.

What I find most interesting is yet another opportunity to bask in the awesome scale of this ARG-based marketing campaign. When combined with the similar marketing tactics employed by Paramount Pictures and friends in the run up to the release of Cloverfield in January, The Dark Knight’s campaign has ushered in a new era of interactive, highly targeting marketing that can easily drum up tons of advanced buzz. Lest we forget that The Dark Knight made a few dollars at the box office. It can’t all be attributed to this campaign, but when you get 10 million people to participate in a big online game, that certainly helps.

Check out the video below and see a list of all the TDK marketing sites over at Alternate Reality Branding.

Neil Miller is the Founder and Publisher of Film School Rejects. For almost a decade, he has been talking movies on television, the radio, and the Internet.

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