It's All Part of the Plan - The Dark Knight Trailer Hunt on Monday!

April 26, 2008

It's All Part of the Plan

If you live in Boston, Los Angeles, Philadelphia, Chicago, Dallas, Seattle, New York, Kansas City, Toronto, San Francisco, or London you will want to read this. On Thursday night we debuted the kick ass new poster for The Dark Knight as part of the on-going viral marketing game. The website where it was discovered was located at However, the site hinted that more would be coming and now its been updated. A new viral hunt will take place on Monday, April 28th in those cities mentioned above and this time I know you'll want to get involved. I'll bet anyone $10 that they'll end up at a movie theater in the area where you'll be shown the brand new trailer (or even more?) in its entirety. Why do I think that? Read on…

The website now features 12 clickable defaced photos of presidents on the wall. Each one corresponds to a city. If you click each photo, it will open a new window that has instructions on how to play the game on Monday. Here is what each photo reads:

Gather with 300 of your closest friends at this exact spot on April 28th.

You'll need to be in contact with a partner-in-crime who has online access to relay your instructions once you're there. These instructions will give you the TRAIL to follow, but be sure to look both ways when crossing the street; we wouldn't want you to make an unscheduled visit to the ER now, would we?

Put on a smile and plan to spend about an hour or so bonding with your fellow clowns.

Check back here often for updates or changes.

It's All Part of the Plan

There are a couple of things to notice. First, did you catch the TRAIL and ER? What do those put together spell? This is now confirmation that we will be seeing the new Dark Knight trailer Monday. However, if you want to see it in theaters early and live in one of those 12 cities, you just need to play the game. All countdown clocks are set to hit zero at 5:30PM in their respective timezones. Click on each city to find coordinates and a link to Google Maps to find out where exactly to meet on Monday. You can find groups arranging meetups on SuperHeroHype.

Here's why I think everyone will end up at a movie theater on Monday. They wouldn't lead 3600 hungry fans on a wild goose chase to a random destination and debut the trailer online at that moment because all 3600 people would have no way of watching it and would've wasted their time outside. What better way to satisfy them than lead them right to a movie theater? And 300 is just about the average size for an auditorium in a cineplex nowadays - which makes even more sense that they specify only that many people. If I were you, I'd definitely be joining in on this hunt on Monday. I wonder how many kids are going to skip school for this?

MovieWeb also received a new package from the Joker. You can find photos over on their site, but contained within it was a creepy clown mask, Joker playing card, and tattered piece of paper with instructions. While they didn't reveal exactly what the instructions said, you can make out some of them and it sounds like they're details about the trailer on Monday. The playing card they got is their ticket to get into the trailer screening.

Unfortunately I live in Colorado and there is no nearby city that is hosting one of these trailer hunts. However, I'll be at home anxiously awaiting the debut of the trailer online and getting ready to deliver it all of you also waiting anxiously. Monday will most definitely be a glorious day for The Dark Knight. I've seen the new trailer and it just as incredible as the first one. And if you're concerned about it showing too much, don't worry, they've done a wonderful job of not showing that much but teasing it just enough for you to wet your pants in excitement. We'll be back on Monday!

Find more posts: Hype, Viral Marketing



I live by LA and i will diff be there on monday

Stump on Apr 26, 2008


I live in Philly and hope I can go.

Ryan on Apr 26, 2008


Oh, when you click on the cordinates Google Maps pop up. I notice that it is in the EXACT location of the movie theater!

Ryan on Apr 26, 2008


Noooo... I want the trailer online on Monday... 🙁

Sk@nk on Apr 26, 2008


Dang it, I live near Dallas, but I have school that day ...

DavidR on Apr 26, 2008


isnt there an imax in every one of those cities?

neil on Apr 26, 2008


there is navy pier down from the chicago site and IMAX is at navy pier...>WHAT WHAT IM STOKED

neil on Apr 26, 2008


L.A.!!! i'll be thereee!

Rigo on Apr 26, 2008


UGH! Why not DC!

Bridget on Apr 26, 2008


Does anyone know that if you go to this event, your guaranteed to see the trailer? I don't want to be late to my last class on monday if it's not worth it...

SMY on Apr 26, 2008


What happens if for each location more than 300 people show up? I think it's a big possibility

bltzie on Apr 26, 2008


Kodak there

Movieraider321 on Apr 26, 2008


Who knows about the details #10. Like #11 pointed out, there could be more than 300, and I'm guessing it would be first come, first serve. After that you can catch it online right here at in the evening.

Alex Billington on Apr 27, 2008


An interesting bit of commentary on this... I wonder if they used that Harvey Dent rally event a few months ago... where you met up at various locations to get free swag from the touring Dentmobile... to judge what 12 locations would be the biggest/best. As in, they used the photos and videos from that event to determine which cities had the biggest crowds and thus focus on them... I really love 42 Entertainment - they are one of the smartest viral marketing companies to ever exist. Bravo!

Alex Billington on Apr 27, 2008


yeah Alex, not only it makes sense but it's really really smart! By the way : "After that you can catch it online right here at in the evening." is that a fact?

bltzie on Apr 27, 2008


@ bltzie that's correct. the trailer will be released online right after this event.

shishhhh on Apr 28, 2008


There is an update!! One of the cities is Sao Paulo, Brazil!!!

Federico Aikawa on Apr 28, 2008


it says on the little piece of paper some people got with their joker masks that you need the joker card to get in. how many were sent out and if i dont have one can i still get in?

lemons85 on Apr 28, 2008


I am in Boston and I am counting down the minutes until I go to this meet up!! I am going to be taking pictures and will report back here with what I find out! This is going to be awesome because this Monday has been full of suck and the weather is crappy and depressing out. This has made today so much more interesting and fun!

Alex on Apr 28, 2008


The site just updated. Honest Abe's portrait just updated with clues all around it for those of you that are clowing around in New York. Also, if you click on the portrait a safe shows up behind it asking for a combination. Can't wait for the trailer tonight!

Shaun C on Apr 28, 2008


did anybody get the combo right yet for new york, abe lincoln???

Bruce Wayne on Apr 28, 2008


THANKS Shaun c!

bltzie on Apr 28, 2008


33-80-89 New York

Shaun c on Apr 28, 2008


fyi, the trailer will not be online until sunday. check i was part of the LA event and got to "escort" the trailer reel to the theatre on hollywood.. it's awesome.

alison Scott on Apr 28, 2008


Yeah the trailer wont be online until sunday but theres a bootleg

Bridget on Apr 29, 2008

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