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The Biz: Warner Bros., Partners Dealt Unexpected Card For Knight
January 28, 2008
BRANDS, not surprisingly, tend to shy away from controversy and bad news. But not always. In the case of Dark Knight, the film's half-dozen partners are sticking by their deals with Warner Bros.
The tragic death from a suspected drug overdose last week of actor and Dark Knight star Heath Ledger, who re-imagines the role of the Joker, is still sinking in with fans, his loved ones and the Hollywood community. There are numerous questions about how he diedresults from toxicology tests are expected within two weeks after an inconclusive autopsyand about how the loss will affect the films he was working on.
Word came late last week that production shut down on Terry Gilliam's $30 million fantasy flick The Imaginarium of Doctor Parnassus, which co-starred Ledger. The indie studio behind the movie, Infinity Features, will have to decide whether to replace Ledger, scrap the project or find a way to finish without him, according to Brandweek's sister publication, The Hollywood Reporter.
Ledger's work in The Dark Knight, the followup to the hugely successful Batman Begins starring Christian Bale and directed by Christopher Nolan, is complete, and the July 18 release date hasn't changed. Promotional partners are standing by their programs and reportedly won't need to scrap any related marketing materials. The reason: they did not focus on the ghoulish Joker character, instead preferring to center their campaigns on the hero, Batman.
That's been the norm for brand/movie tie-ins for years, with corporate partners choosing not to align too closely with the bad guys.
"Brands want to associate with the handsome, all-American hero who saves the day, whether that's for promotions or product placement," said Sabrina Ironside, an entertainment consultant and longtime studio executive with a history of marrying advertisers and entertainment. "They're less interested in putting their brands and products side-by-side with villains."
Ledger himself had named some decidedly edgy reference points for his Joker performanceSid Vicious and A Clockwork Orangeand called the character a "psychopathic, mass-murdering, schizophrenic clown with zero empathy." The studio declined to name the marketing partners, though Brandweek previously reported Hershey's link to Dark Knight via various bat-shaped and bat-stamped candy, with related contests that give away high-tech gadgets, Ducati motorcycles and movie-related tchotchkes.
Warner Bros. wouldn't comment on what changes may be made to the movie's marketing plan, much of which has featured the Joker character prominently in trailers and viral outreach. Sensitivity to Ledger's family and fans are top of mind, though there's undeniable buzz already in the fanboy world about Ledger's eye-catching interpretation of the role.
The situation also arises as the studio has just gone through an abrupt changing of the guard, with Warner Bros. veteran Dawn Taubin replaced as head of film marketing by international marketing chief Sue Kroll. Warner Bros. hasn't altered its merchandise plans, and its toy partner, Mattel, likely will include Joker product in the lines it shows at the New York Toy Fair next month.
E-mail: [email protected]
http://www.brandweek.com/bw/magazine/columns/article_display.jsp?vnu_content_id=1003702485
Well, that's good.