Originally Posted by MichaelM
I don't know numbers, but it had to be huge; not only were there a lot of TV spots in the 6 weeks leading to release, the ARG/viral campaign was extensive and expensive, and ran a then-unprecedented 14 months (May of 2007 through July of 2008). I'm hearing they're looking to cut costs this time with TDKR, and use free channels such as Twitter and Facebook to reduce the amount of cash invested in marketing.
Marketing is such a nebulous beast. From what I understand The Dark Knight outsourced their viral efforts through another company, and I wonder how much they spent, if they got a discount, if they went with a major viral company of some sort. Someone out there has the answers, but I'm afraid to hear them, as they're probably horribly complex and in the end depressing, since you get too far into the marketing and you just lose the point of the movie.
And as for the negativity towards Blake Lively... look, I don't think ANYTHING works in this movie, and the critics saying generous and/or positive things about the picture are only being charitable towards the things that ALMOST worked. But as far as Lively, and Kirsten Dunst, and Katie Holmes, etc. etc... I don't think it's fair to say ANYTHING about these performances, as these movies are essentially Boy's Club, and any personality the female shows is strictly First Act material. I don't get how you can say Blake Lively is that bad in this movie when she has NOTHING TO DO. Katie Holmes does a little in Batman Begins, but she's probably saddled with the bulk of Goyer dialogue in that movie. Kirsten Dunst became less of an entity in the Spider-Man films, and even Natalie Portman, who brings a lot of life to Thor, isn't really that much of a part of the narrative*.
Perhaps we should propose a moratorium on negative commentary regarding the female leads in these types of movies. At least until Wonder Woman happens, and we can bitch about how underwhelming and unconvincing the female supporting cast is.
*I kinda thought Jaimie Alexander as Sif was pretty badass in her bit part in Thor. More of her in the Thor sequel, please.