Why So Serious
 

Why So Serious

In May 2007 42 Entertainment began a viral marketing and alternate reality game for the upcoming movie The Dark Knight which is a sequel to Batman Begins, using the tagline of The Dark Knight: Why So Serious?. The movie stars Christian Bale as Batman and Heath Ledger as the Joker. The campaign aims to involve fans across the world to participate in scavenger hunts as well as online puzzles. The marketing is set to create a realistic world (i.e. Gotham City) in which the fictional characters live that fans can be involved in.

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