used:

Viral That Engages: Warner Bros.' The Dark Knight
Unless you've been living under a rock, you've probably heard about the viral marketing campaign supporting the latest Batman installment, The Dark Knight. This is viral that sets the bar for all others to come, particularly for those marketers building-to a product launch as the campaign began more than a year before the film's release.

Incorporating the movie's plot of political intrigue, this campaign featured online and offline faux politics, including rabbit holes (sites that lead the visitor deep into a myriad of cross-linked web sites with "Easter egg" surprises); real-world political rallies across the United States - one of which was broken up by some very confused police, resulting in national headlines; faux news coverage to support the faux politics; Alternate Reality Games (ARGs) including text and phone-based scavenger hunts that sent thousands of fans racing online and offline around the world; faux kidnappings at Comicon; texts and voicemails from the movie's characters offering new clues for the ARGs and the film's plot points; and footage made available for fan-generated videos.

What They Did Right
Warner Bros. and 42 Entertainment recognized that Batman fans want to "play" super hero and villain along with the characters they love. They also understood that social media and viral marketing is about participating with the brand and building anticipation. Therefore, they kept fans and media fully engaged for more than a year, eagerly awaiting each new phase of the campaign.

The fans were made to feel special as they were given "secret" information involving the movie's plot. And, the more fans participated, the more they promoted the movie by their actions - whether by posting photos from the ARG on Flickr or spending hours editing together footage to support or denounce the movie's political candidates. The media simply followed the lead of the fans' growing excitement.

And one more quote from Reverse Shot:

Cinema-lovers have responded in droves, especially males, who have already helped catapult Nolan's sequel to the much coveted number one spot of all-time movies on the IMDb top 250 films list—not bad for a film that has been in general release for only three days.

the tide.

Yes, he made a bit of a hometown error there (the Gotham scenes of the movie were made in Chicago, not in his own New York) but it's his point of view that really sent fans into a rage. The hate mail reached such a avalanche level, he responded with a second essay. Here's his intriguing explanation:

Edelstein's response:

Why — apart from narcissistic injury — do I respond to the abuse? Because there has been a lot of chatter in the last few years that criticism is a dying profession, having been supplanted by the democratic voices of the Web. Not to get all Lee Siegel on you, but the Internet has a mob mentality that can overwhelm serious criticism. There is superb film writing in blogs and discussion groups — as good as anything I do. But there are also thousands of semi-literate tirades that actually reinforce the Hollywood status quo, that say: 'If you do not like The Dark Knight (or The Phantom Menace), you should be fired because you do not speak for the people.'

Well, the people don’t need to be spoken for. And a critic’s job is not only to steer you to movies you might not have heard of or that died at the box office. It’s also to bring a different, much-needed perspective on blockbusters like The Dark Knight.

The problem is not one critic not speaking for the people.

It's when corporations manipulate people into positions of supporting specific corporate goals as accepted popular opinion, without the people exercising critical thought regarding their acquiescence or participation.

A lot of states have state RICO statutes as well.

Love the Wilhelm Reich crack.

By the way, I actually do live under a rock. It's kind of peaceful here, but I like getting news from aboveground occasionally. Thanks.

Especially pleased with the success of the film are all those adult Americans who have never seen a film made outside of this country and who have never attended the theater.

thanks again