The Impact of Digital Marketing on Film
An Essay by Noah Simmons In 2007, the marketing team of Christopher Nolan’s upcoming action-blockbuster sequel to Batman Begins, The Dark Knight decided to take a unique approach to advertising their film. On top of trailers and TV spots, they also created an ARG- an alternate reality game- in which people from all over the world could interact with the world of Gotham City through the internet. People could find clues and codes in the real world that, when deciphered, would spell out phone numbers that they would call and even links to websites they could visit. This game would take place over the course of a year and fill in the gaps between the events of the previous film and the next. From the beginning of the game until it ended a week before the release of the film, audiences were engaging with the universe of the film and unraveling a story right before their eyes. This is the impact that digital marketing can have on my field of study, film, as it can be so much more than simpl
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