
With the release of the film just weeks away, the Dark Knight marketing campaign is nearing its end. The sheer scale of it is impressive, but I can't help thinking, is that it? When it kicked off months ago, the viral marketing looked like it was heading somewhere new and interesting, but it's become pretty boring.
Take the posters for example. At last count, there were approximately twelve million different designs. None of which are particularly great. I'm not a fan of the multiple-poster route - I'd much rather have one really good strong visual identity rather than a bunch of okayish Photoshopped images with the bat-logo slapped on as an afterthought. The latest one (above) is pretty good, but it gets lost amongst all the others.

It always amazes me how little they integrate the one obvious medium – comics – into these things. For example, if you are going to have a set of posters, why not have each one done by a different artist already connected to the Bat? Frank Miller, Tim Sale, Dave McKean, Jim Lee, Brian Bolland - all with their own distinctive styles, and all part of the 80s–00s Batman that the Dark Knight takes it's inspiration from - would each come up with something amazing.
Oh well. Maybe next time.
UPDATE: Check out Khoi Vinh's reassessment of (almost) all the Batman films.