Activity 1

Transmedia Practice “Case Study” |
17 January 2020

Dark Knight " Why so Serious? "

The movie “Dark Knight” was a success before it was even out at the cinema. Why is it? before the releasing date of the movie, a marketing group for the movie had created the most interactive movie campaign for the fans. The transmedia experiences that the campaign had created for the movie is by letting the audience play the game called "Why so serious ?". The campaign named " Why so serious ?" is the words that Joker uses the most. The main character in the movie is batman but instead of using the main character, they used Joker for the campaign.

First of all, they would put an image of Harvey Dent on the internet and at the same time slot one joker card on each comic book at the comic store. When the reader reads the book they will notice the card saying " HaHaHa" and start scanning the code, it will soon lead them into a website. Instead of just posting the movie poster on the internet, the campaign had created a mission for the audience to play with it. The website is a message that leads the participants to solve the mystery question that is given to them.

After the player had found them, the votes between Harvey Dent and Joker had started. This makes the participants around the world became active. They started to post an image of themselves cosplaying joker and spread all around the internet world to motivate people to take part in it. The third step is that you would notice that people started to gather in a place with a T-shirt, flayers and flags of an image of Harvey Dent. They would march on the street calling people to vote for Harvey Dent. This makes it seems like the city they live in is Gotham City and they are the citizen that lives in it.

At the end of the game, all of the participants will soon gather in one place, there will be a projector showing the sign of batman and some parts of Joker laugh in it.


The transmedia experience for the movie " The Dark Night " was a success because it reached a million participants all over the countries played across hundreds of web pages, interactive games, mobile phones, print, email, real-world events, video, and unique collectibles.