Now, keep in mind that this is coming from an advertising major, but has anyone actually seen the other stuff 42 has done? they started the first global puzzle "the vanishing point" for microsoft vista; the dead man's chest online treasure hunt for disney's pirates of the caribbean two: dead man's chest; and ilovebees, the microsoft x-box user created to promote halo 2. from their site... "42's market experiences have yielded key insights that inform our creative efforts, including: Stories that touch an audience throughout their daily lives – via means expected and unexpected – deliver an immersive and memorable experience. Given the right environment and experiences, people will organize themselves into a cohesive, active, and self-sustaining community. People thoughtfully drawn in – by story, by community, and by buzz – become a powerful and loyal audience that will drive others to the experience. Story elements that are artfully placed across existing media platforms are an effective way to deliver content as well as to drive attention to everyday messaging. Interactions become more meaningful when they connect individuals from their local environment to a larger community." so i guess this thread is up to discuss, based on what other things 42 has done, what other ideas can they pull for the dark knight, and hopefully the third nolan batman movie. check out their site here.