Target Audience/Marketing Strategy: The Dark Knight

      42 Entertainment used cross media convergence for their marketing strategy. Prior to the release of the film they launched an iconic marketing campaign. They started with the introduction of Alternate Reality Gaming. They used newspapers, social media, and even gave audiences rewards for playing the game. 42 Entertainment created 30 different websites to give their fans clues and locations for the game. They even created a fake newspaper called The Gotham Times to distribute information. There were interactive experiences at Comic-con that included calls from characters and participating in different campaigns. There were 10 million viewers who participated.

      By creating this huge campaign, 42 Entertainment was able to bring a lot of attention to their film. This also went on for a long time before the release of the movie, so it created a sense of anticipation. This allowed time for people to hear about the film, in turn, increasing their audience size.

      The target audience for The Dark Knight would be teens and young adults who have read te comics and seen the previous Batman films.