It's All Part of the Plan - Joker's Nationwide Trailer Hunt!
by Alex Billington
April 28, 2008
We announced it last Friday - the next phase of the on-going viral marketing game for The Dark Knight has kicked off today at whysoserious.com/itsallpartoftheplan/. Twelve different groups around the world met up and went on a hunt throughout the city, counting trees and stairs, to unlock a safe online and eventually see the new trailer in the theater. You can find out more information on the viral game below. The clues on the site involved following three steps: each one would end up with a number. All three of these numbers would open a safe on the website after 30 minutes which would provide them the final clue and lead them to the movie theater.
At this point, around six of the cities have finished. You can check whysoserious.com/itsallpartoftheplan/ to see the clues for each city. The reports from the SuperHeroHype forums are that after unlocking the last clue in the safe, the group meets up with a Joker rep who gives everyone Joker cards and a raffle ticket. Following that, everyone is taken inside the theater, shown the trailer, and copies of the trailer (actual 35mm prints) are raffled away to a select few random winners. These are the reports we've currently heard and we will update it when we hear more! A list of known combos is included below.
Los Angeles: 41-44-98
New York: 33-80-89
Kansas City: 74-35-76
San Francisco: 76-36-42
Sao Paulo: ?
We expect the trailer to be unlocked somewhere online by the end of the hunt tonight - so stay tuned. Not all of the cities have begun yet, including San Francisco and Los Angeles on the west coast. Currently the letter J, which people are guessing is just Joker's signature, is the only thing that is attached to the letters found within each of the safes. We'll let you know what we hear or what we find out! All of the photos at the top and bottom are from the Kansas City hunt.
UPDATE! So after discovering a key in the San Francisco safe (you can see it here), another anagram was discovered based on one letter for each safe. The anagram solved spelled out a new website located here: whysoserious.com/sittingducks/. Here's where things got confusing - nothing you do really allows you to win this shooting game. So after some keen observations, it was discovered that the ducks are actually binary and spell out another coded message that says to shoot them in a certain pattern to win. Where does this take you? To this new website: whysoserious.com/happytrails/.
So I guess I was wrong. Everything I heard and everything I'd seen had me speculating that we'd get the trailer on Monday night, but apparently that wasn't the case. Instead, we'll get the trailer next Sunday or Monday. At this moment, I'm really not sure what to expect: will the trailer show in front of Iron Man? I don't know anymore. Will it stay offline until Monday? Well you can watch a bootleg version on YouTube here.
Unfortunately that's all we've got and unfortunately everyone is going to see the crappy bootleg version because everyone needs to see it. 'Tis a shame, you all deserve to see this new trailer for the first time in pristine quality! Just hold out, it'll be online soon enough…