But wouldn't you agree that all the new about the virals is enough to get people interested as well? I lived in the Chicago area at the time of TDK and participated in a few of the things going on INCLUDING the search around Chicago ending up seeing the batsymbol on the Sears(not willis) tower which was awesome. Living in the Chicago area and watching the news every now and then, there was always something on the movie. Batman fans rally for Harvey Dent, a fictional character in the new upcoming batman movie. I think seeing people take interest in a movie during a news cast is just as good as a trailer about the movie.