Comic-Con
2007: The Jokers Invade
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Two
days ago, he was just another fanboy...
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For
several weeks, Warner Brothers has insisted that while several
of their films would receive exposure at Comic-Con 2007,
the hotly anticipated The Dark Knight would not
be one of them.
Currently
filming in Chicago, this sequel to Batman Begins
has had a couple of cool publicity moments, mostly revolving
around a website promoting crusading District Attorney Harvey
Dent. After registering on that one, the screen dissolved
to reveal Heath Ledger as the Joker for the very first time.
Rather
than present at Comic-Con, Warner took the stealth route
and co-opted the fans. Word got out about a website called
Why So Serious? which featured a countdown to 10 a.m.
on Friday.
Fans
were given a number to call, which sent them gathering at
one of the parks outside the San Diego Convention Center.
There began a scavenger hunt that turned ordinary citizens
into the hardened Joker's Crew.
First
they found bags with make-up kits suitable for Jokerizing.
Over 50 fans swarmed the Gaslamp District in search of a
man with balloons full, one must assume, of Smilex, who
told them to go steal cookies from a Girl Scout.
One
of the city's fine (and I mean fine) pedicab drivers wore
an approximation of a Girl Scout uniform and cried as they
took her cookies.
Just
as their crimewave reached its peak, a van drove up, kidnapped
one of the Jokers and sped away. For their trouble, the
fans each received a Clown mask similar to the one we've
seen in publicity photos for The Dark Knight.
They
were also given a web address for the teaser trailer, currently
up at whysoserious.com along with a bulletin from the Gotham
City Police Department. That bulletin details the heroic
efforts of the GCPD to detain the Jokers.
A
clever campaign that got a few fans really excited for the
film. On the other hand, they'd have reached 6,000 if they'd
brought it all to Hall H. Yet somehow, this seems more fun.
Special
thanks to the participants who gave me all this information
but not their names. Hopefully, you guys will see this and
let me know who you are.
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