It occurs to me that every movie-based campaign focuses entirely on getting consumers into the theatre to watch the film. There have been more and more interesting ways of doing this, through events leading up to launch day, but everything culminates in seeing the film in theatre and then the experience is over.

Seeing this today got me thinking: 'what if the Batman: Dark Knight experience were still something ongoing?' Something we were still excited about today. What if inherent in the plot and script of a movie there was something that made the story much more than a 2-hour experience? Something in the script that took the movie into real life, an event that could be held months after opening day, once everyone has had a chance to see it and understand how the event is an extension of the plot.