Dark Knight Rises' Marketing Frenzy: Bane, Tumblers, Pods, and Soda

By , Updated May 20, 2012 10:02 AM EDT

The Dark Knight Rises hype continues even with various marketing campaigns having been rolled out to promote the film before its release this summer. 

From a Bane article on Rolling Stone, to Bat Tumblers roaming across the country, Batman's presence will be felt for director Christopher Nolan's upcoming movie.

Nolan revealed more information about the films villain in the latest issue of Rolling Stone. The magazine featured Bane in his military field coat, armor vest, and gas mask.

"Bane dresses in a military fashion," said Christopher Nolan. "He leads a band of fanatical mercenaries who have done all kinds of horrible things and end up in Gotham.  The essence of Bane is military power and brute force combine with revolutionary fervor."

Nolan's film also had an appearance during the NBA Playoffs TV spot with clips from The Dark Knight Rises. The spot packed highlights of NBA dunks, action scenes, and explosions into the 30 second clip.

"The promo is really just a TV spot, one that intermixes basketball footage with familiar snippets of the film, using taglines like, "Enemies Collide" and "Heroes emerge" to bring home the connection between the DC Comics hero and the NBA Playoffs," writes I am Rogues.

Soft Drink maker Mountain Dew has also teamed up with Warner Bros. Pictures' and Legendary Pictures' to promote The Dark Knight Rises.

"Luring fans deep into Gotham City through an exclusive digital experience, DEW will unveil exclusive content and storylines from "The Dark Knight Rises" to eager fans before the film's opening day, July 20," writes SuperHero Hype. "And DEW itself will take a dark spin - with a Dark Knight graphic takeover of base packaging and temperature-sensitive cans that change when chilled, to Mtn Dew Dark Berry, a new limited-edition mixed berry flavor inspired by the Caped Crusader."

Dew will launch DEWGothamCity.com on June 18 bringing additional information on "The Dark Knight Rises," and will include sneak peeks of movie content. Fans have the opportunity to enter product codes in the site which will help them earn points to redeem or win exclusive DEW or "The Dark Knight Rises" prizes.

Another promotional hype that has been spiralling is the "Tumbler Tour" that will take place throughout the summer across different places in the country to promote the movie.

"Warner Bros. is driving the Tumbler (aka the Batmobile) and the Bat-Pod (aka that thing Catwoman rides) across the country and stopping at a number of cities along the way in anticipation of the July 20th release of The Dark Knight Rises," reports Collider.

One may argue that excessive marketing may not be needed for a big title such as The Dark Knight Rises.  Though Warner Bros may be looking to ensure success after The Avengers' mammoth opening and reeling in another $15.3 million this past Friday.

With various promotional campaign running for "The Dark Knight Rises", the film will surely bring in viewers.  But can it surpass the success of The Avenger or The Dark Knight?  Check out The Dark Knight Rises in theatres on July 20.


Dark Knight Rises: Nolan Reveals Bane's Mask, Gear, and Fervor
'Dark Knight Rises' Trailer Reveals Bane's Genius, Batman's Doom
Dark Knight Rises' Leaked Trailer vs. Avengers' $185.1M Overseas (Photos) 

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