Marketing Joker without exploiting Ledger

Advertising Age has an interesting piece up on the marketing of this summer’s “Dark Knight” — and the fine line Warner’s is walking to market the movie without exploiting its late star, Heath Ledger, who played the Joker in the film.

From the article: 

A spokeswoman for Hershey’s confirmed that special dark-chocolate Reese’s Peanut Butter Cups will be introduced in the coming weeks, to emphasize the “Dark Knight.” It will also re-color Reese’s Pieces in Batman-themed gray, black and white as replacements for the usual orange and yellow. An Armani magazine ad campaign will feature Christian Bale’s Bruce Wayne donning the label’s high-end clothing.

The studio has shown similar restraint with licensed products. Warner Bros.’ Consumer Products has licensed “Dark Knight” apparel with companies such as Berkshire (hosiery), ACI (L.A. Gear shoes), Armitron (watches) and Fruit of the Loom (T-shirts), as well as value-price electronics maker Digital Blue, which will be selling “Dark Knight”- branded digital cameras at retailers such as Target, Toys “R” Us, Sears and Kmart. Armitron and Fruit of the Loom declined to discuss any changes to their licensing plans brought on by the death of Mr. Ledger. But Digital Blue CEO Tim Hall said the use of Mr. Ledger’s image or the Joker’s on its “Dark Knight” line of products was quickly nixed after his death.

Much more in the link.

 – Matt Price