PREVIEW

... attention to his latest activities, Warner Bros. once again launched viral marketing. This marketing approach is not suitable for every film—for example, The Avengers barely used it. Viral marketing requires the right vehicle, and The Dark Knight Rises is undoubtedly a perfect fit.

Although The Dark Knight Rises was still in the preparation stage, viral marketing precisely needed time to ferment.

At the end of July, Warner Bros. released the first official still, and its impact ...

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