The Battle of Barbenheimer Is Mamma Mia! vs. The Dark Knight All Over Again

through comic-book stores, websites, San Diego Comic-Con, and beyond. Along the way, participants could join the Joker’s “army,” vote in Gotham elections, and see teases about the movie. The game, dubbed “Why So Serious?,” reportedly engaged 11 million players in more than 75 countries, advancing the brand identity of the first big-screen Batman installment without “Batman” in the title.

“It dealt with activating this hard-core gamer-fanatic subset that felt culturally alienated,” says Gary Rosen, a 42 Entertainment alum who contributed to the project. “This was the Stonewall of gamers, where they finally realized,Instead of them saying, ‘Oh, we’re going to help with the marketing of a Hollywood movie,’ it was saying, ‘We’re gonna take over the whole culture.’”

The ARG and subsequent promotions, including the film’s introductory bank-robbery scene that screened ahead of. “You want to ensure that the marketing represents the film properly so the audience can ease itself into the darkness,” a former Warner Bros. executive recalls of his team’s thinking at the time.

, president of sales and marketing at the then-thriving site — than a TV spot could. The movie also got its own individual MySpace page, before that sort of thing was commonplace across Facebook and Twitter. If Warner Bros. and Universal didn’t alter their messaging in response to their films’ shared release date, it’s because both campaigns already stressed the movies’ implicit differences.wanted you to know it was a breezy musical full of blue skies and dancing queens. The stage show premiered in the West End in 1999 and moved to Broadway in 2001, rescuing ABBA’s ’70s bubblegum from the crucible of uncoolness.

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