The Dark Knight Breaks the Box Office Record But Who Are the Marketing Parnters?

Dark Knight has been the topic of conversation since it's theatrical release last Friday and I've been meaning to write about it all weekend but just haven't had the chance. So at least now I'm able to report that yes, it did indeed break the box office record as expected by selling $155 million worth of tickets. It was reported that moviegoers were surfing eBay and Craigslist for tickets, sometimes paying five times face value for them.

Now that The Dark Knight has become this summer's biggest  blockbuster, the question is should your children see it? The film is definitely "dark" and is more true to Frank Miller's view of The Batman than the TV series or the DC comics that we remember from our childhood. Both of my teenage daughters and their friends went to see it over the weekend and loved it. But they're not children nor are they the ones that grew up with the TV series or the comic books either.

So, why did Kmart decide to become the entertainment marketing partner with Warner Bros on this theatrical release and turn their stores into the “Official Batman Headquarters”?

Kmart has developed a product boutique located at the front of their stores that includes licensed products from the movie, such as toys, kids’ apparel, costumes, bedding and accessories, and Men’s apparel, along with an exclusively designed Kmart THE DARK KNIGHT gift card. In addition, they're supporting the movie with promotional product bundles such as free movie tickets with the purchase of of Reese’s Batman products and $5 off select Mattel THE DARK KNIGHT toys with the purchase of select General Mills cereal and fruit snacks. Kmart is advertising this promotional partnership with a Batman Headquarters circular wrap, extensive in-store point-of-sale including co-branded shopping bags and online exposure via a microsite that features The DARK KNIGHT merchandise, a free downloadable wallpaper, and a trailer and link to the movie's official website.

This blog, The Connected Parent, on Yahoo! Kids is recommending that kids 14 or older see the movie and is asking readers for their input on whether they let their kids see it or not. So, you wonder if Kmart was misinformed about the movie, or did they just jump on the licensing bandwagon.

Verizon Wireless is also partnering with the Dark Knight which appears to be a more demographically suited partner which has added mobile marketing to the mix. Consumers can visit the FightForGothamCity.com where they can play a mobile game for a chance to win a trip to New York City or Las Vegas as well as download ringtones and wallpapers. They then have the option of entering the Joker's Bag of Cash Sweepstakes.

So, I hope to go see the movie soon. If only to see the last performance by Heath Ledger who everyone says will be the Oscar winner hands down this year. Over the weekend I was discussing the film at a party for our recent high school grads with a mother who's daughter just finished her freshman year at the Tisch School of Performing Arts at NYU and who my daughter will be joining in the Fall.

This women told me that Health Ledger was following a craft originated by Lee Strasberg that is taught at NYU which is accomplished through the use of various exercises that constitute what is called Method Acting. This Method trains actors to use their physical, mental and emotional humanity in the creation of the character. The school states that "Sense memory exercises begin with very simple objects that most people deal with daily so that actors can perceive their ability to create simple realities for themselves and their imaginations." So, there may be some truth in the statement that the "Joker" did actually kill Health Ledger, but we'll never really know and unfortunately never see more of this great actor.

So, what did you think of the film? Was it the appropriate partnership for Kmart? And, will you let your younger kids see it? I'm interested to hear some feedback from a marketer's perspective.

BTW - here's a neat widget from Verizon Wireless that I thought I'd share: