New WhySoSerious.com Page: /steprightup; ‘The Dark Knight’ Prologue Revealed

Moments ago, I received via e-mail from humanresources@whysoserious.com a new WhySoSerious.com message and code for “The Dark Knight” viral marketing.

Heads up, clown! Tomorrow means that there's one last shifty step left in the interview process: Arwoeufgryo

By moving each letter one to the right on a QWERTY keyboard, the word “steprightup” is spelled.

This led to a new WhySoSerious.com page at the URL www.whysoserious.com/steprightup with a countdown to 12 p.m. EST on Dec. 4 along with a stuffed monkey with an exposed stomach.



If you set your system clock to noon on Tuesday (as was the answer to the /mausoleum riddle), the countdown changes to zero and nothing happens.

In other news, Wizard revealed the first six minutes of “The Dark Knight” from a screening shown in New York City. Warning: Spoilers follow.

Kicking off with a sweeping shot of downtown Gotham, the camera zooms in above a few buildings before focusing in on a single, traditional skyscraper covered in windows.

Suddenly, one window in the skyscraper explodes outward [and exposes] two criminals inside.

Donning clown masks and standing with a rifle, the two criminals shoot a grappling hook across a busy street below to the next building: the Gotham National Bank.

The two then slide across using a zip line.

On the street below, a man stands [with] his face unseen as the shot creeps up from behind [and] a clown mask slung in his grip. A van suddenly screeches up before he climbs inside and the van hauls off again.

Inside, there are now three men all wearing clown masks. They begin negatively discussing their boss and how he’s sitting out the heist.

“The guy thinks he can sit out and get a cut?,” laughs one man. “Must be why they call him the Joker!”

Back on the bank’s roof, the two men we first saw now shimmy into the bank’s security wiring while also discussing the boss.

“Why do you think they call him Joker?,” asks one. “I hear it’s [because] he wears make-up,” answers the other. “Like war paint.”

Suddenly – below – the three men blast into the bank. [They demand] money and [command] everybody to the floor.

Back on the roof, the two criminals intercept the outgoing emergency alarm set off by an employee. After they cancel its signal, one of the men shoots the other and heads inside for the vault.

Back inside, the clown gunmen hand all the hostages live grenades. “We wouldn’t want your hands free, would we?,” asks one with a laugh.

Continue reading the prologue description here.

Six Promotional Photos Surface Featuring Batman, Joker in ‘The Dark Knight’

Six promotional images surfaced on Sunday featuring Christian Bale as Batman and Heath Ledger as the Joker in “The Dark Knight”. These are from the Italian Web site Uruloki.

3:23 p.m. update on 12/3/07: These images have been pulled from Uruloki and AICN at the request of Warner Bros. Though I haven’t yet been contacted by Warner Bros., I’ve pulled them as well.

Teaser Trailers Coming For ‘The Dark Knight,’ New ‘Indiana Jones,’ New ‘Star Trek’

ComingSoon.net on Sunday published new details about when we should expect teaser trailers from “The Dark Knight,” “Indiana Jones and the Kingdom of the Crystal Skull” and the new “Star Trek” film.

ComingSoon.net has learned new details about the upcoming teaser trailers for three of [2008’s] highly anticipated movies.

Keep in mind ... the online debuts for these trailers will probably be earlier in the week of release for the movie it is attached to and ... the trailer may not be shown with every print of the film.

First up, the first trailer for Steven Spielberg’s “Indiana Jones and the Kingdom of the Crystal Skull” is now planned for a debut in [Feb. 2008].


Harrison Ford (left) and Shia LaBeouf in “Indiana Jones
and the Kingdom of the Crystal Skull”.
Photo credit: IMDb
While we don’t know for sure with which movie it will show, Paramount’s biggest film that month is “The Spiderwick Chronicles”. Keep your eye on that one.

Of course, it’s possible Paramount will decide to debut footage earlier during the Super Bowl, but we’re not sure.

In just two weeks on Dec. 14, Warner Bros. will release the teaser trailer for ... “The Dark Knight” in standard theaters with “I Am Legend”.


Christian Bale as Batman in “The Dark Knight”.
Photo credit: IMDb
As was previously announced, the studio will be showing the seven-minute opening scene of “The Dark Knight” before the screenings of “I Am Legend” in IMAX.

“Star Trek” fans won’t have to wait long for the first teaser for the J.J. Abrams-directed film.


“Star Trek: The Motion Picture” in 1979.
Photo credit: Mel Traxel, MPTV.net
Paramount is planning a debut with the Abrams-produced monster movie “Cloverfield,” [which is opening] on Jan. 18, 2008.

I am screening “I Am Legend” in IMAX two days earler – on Dec. 12 – so stay tuned for information on “The Dark Knight” teaser trailer.

New WhySoSerious.com Page Emerges For ‘The Dark Knight’: /outoftime

While the rest of us were sleeping, Paul over at “The Dark Knight” Movie Chronicles sent us the full details of what’s happened next with “The Dark Knight” in viral land.

As we turn the corner into the cold and bitter December, the night was once again a flurry of “The Dark Knight” viral puzzles.

Given the combined map of Gotham from all the viral Web sites and using a connect-the-dots method, a message stating “Out of Time” was spelled out across the map.

This led to the new WhySoSerious.com page, which is located at www.whysoserious.com/outoftime. The Joker revealed this message:

“My kind of clown! You’re obviously center-ring material unlike some poor goons who can’t complete one simple task. Watch the funny papers in a few days for your final step in the process.”


The name on the tag is Alder Frederick. The date of death is Nov. 30 caused by asphyxia.


An e-mail address was also discovered at that spewed out some interesting responses to queries about document LC6551. As a result, a GPD login form was discovered using the name BreitupKarl and the password 21485.

Logging in and doing a file search for LC6551 yeilds the document LC6551, which is titled “Upswing in Extortions & Chechen Gang Activity”. Here are some of the e-mail responses:

Glenn wrote: “With all due respect like I’ve told your friends, I just can’t discuss LC6551 or IA8214299 for that matter. I don’t know who’s leaking these, but that doesn’t change the fact that I’m just not at liberty to discuss sensitive information.”

“[Karl Breitup] will meet someone at Betty’s Pie Shop tomorrow. I can give you more information, but you will need to cooperate with me for that.”

To access the second-referenced document, you need a login with higher authority. This is Glenn Barhyte’s account. The name is BarhyteGlenn and the password is tevredenheid.

This word is satisfaction in Dutch given via the clues for his favorite song by the Rolling Stones in combination with the file stating he lived in Utrecht for nine years, according to The Gotham Times.

IA8214299 is a clearance request that discusses the surveillance of Betty’s House of Pies: six officers, no uniforms, a listening van and equipment for recording.


Further details of this stakeout can be found in a memo. Using Glenn’s login details, a live feed will be played here at 3 p.m. on Saturday.

New WhySoSerious.com Page Emerges For ‘The Dark Knight’ Viral Marketing: /mausoleum

At 4 p.m. on Tuesday, a new code emerged from WhySoSerious.com and the viral folks at “The Dark Knight”. I received this code via e-mail from humanresources@whysoserious.com:

If you’ve finished my quiz, then it’s time for the next step in the interview process – something to test your aptitude. Spaces count:

* Eighth
* Sixth
* Eighth
* Ninth
* Ninth
* Second
* Fourth
* Second
* Third

Next, the URL http://www.whysoserious.com/mausoleum was discovered from the end of the WhySoSerious.com personality profile. The letters “M-A-U-S-O-L-E-U-M” can be found in your final grade.

I have outlined the letters in blue and created the image below.


Next, we must crack the code on a “precinct 12 evidence vault”.


First, we click on the dial and it zooms in so we can turn it and submit our guesses using the lever.


Once you zoom into the vault dial, a note with a clue is revealed by clicking it in the upper-left corner of your screen.


In the note, there are blood-stained letters. When added together, they spell “T-I-M-E | F-O-R | T-A-F-F-Y”. According to The Gotham Times, Johnny “Taffyface” Linata died at 7:38 a.m.

I have created a zoomed-in image and outlined in blue on page one of the newspaper where this was learned.


The text reads: “The butcher’s bill started at 7:38 a.m. when Maroni lieutenant Johnny ‘Taffyface’ Linata was killed by a...”

Answer: Change your computer’s system clock to 7:38 a.m. The safe will automatically open. Then, the following note is revealed.


When you click the new note, the following montage is revealed.


From there, we learn about another new site – the Gotham Unified School District – at GothamUSD.net.


Stay tuned “in a few days” for “another little job”. In other news, yet another new site surfaced today: GothamCab.com.


Also, AcmeSecuritySystems.com just surfaced and is related.

Empire Online Launches ‘He is Coming’ Joker Campaign to Pump ‘The Dark Knight’

This time, it isn’t Warner Bros. doing its own viral marketing. Taking a card from “The Dark Knight,” Empire Online has launched its own “he is coming” campaign to pump the film and spike its own traffic.


Credit goes to the operator of this Batman site for first informing me of the Empire Online campaign, which can be found here.

In this campaign, the Joker is being revealed one card at a time. From the time of this post, Empire Online says three days remain until its surprise is fully revealed.

Slew of Sites Launch: TheGothamTimes.com, TheHaHaHaTimes.com, WeAreTheAnswer.org, GothamPolice.com, GothamNationalBank.com

As promised, TheGothamTimes.com on Friday launched its first newspaper edition of The Gotham Times for “The Dark Knight”. It’s currently four pages.


Also, the phone number 866-237-6480 was released on the site “for subscription information”. The recorded message says new subscriptions have been suspended and directs you back to the site.

Also, TheHaHaHaTimes.com has launched to mock The Gotham Times newspaper at TheGothamTimes.com. It’s the same paper but with the Joker’s artistic expression.


TheHaHaHaTimes.com is discovered by clicking a tear in the upper-left part of the paper at TheGothamTimes.com.


Also, WeAreTheAnswer.org just launched as a tip-submission page for communication with the Gotham Police Department.



Also, GothamPolice.com just launched to apply for police work.



Also, GothamNationalBank.com launched for Gotham’s banking needs.



Also, RemberingGina.org just launched. It doesn’t initially appear related to the new sites, but upon reading page four of The Gotham Times, you learn that this woman dies. The site is her memorial.


Also, a 14-question personality profile has launched at WhySoSerious.com.


Also, GothamCityRail.com has launched to mirror Chicago’s rail construction. The e-mail feedback@gothamcityrail.com is listed. This find comes courtesy of reader Roy Enjambre Jr.


Also, stay tuned for GothamCityHall.com. It’s currently under construction. On GothamPolice.com, this is mentioned: “Applications for the exam are available at city hall.”

‘The Dark Knight’ Releases Behind-the-Scenes IMAX Featurette

Just in time to give thanks for Thanksgiving, “The Dark Knight” just released a new IMAX featurette that reveals fresh behind-the-scenes imagery.

Director Chris Nolan and director of photography Wally Pfister discuss why they decided to use IMAX cameras in select sequences.

They speak on the grandeur not only of the filming format but also of the heaviness of the camera itself and having to craft custom-built rigs to support them.

I’ve uploaded the IMAX featurette to YouTube and embedded it below.

In Next Viral Caper, ‘The Dark Knight’ to Activate TheGothamTimes.com

Following WhySoSerious.com, RorysDeathKiss.com and others in the film’s viral sequence, “The Dark Knight” on Nov. 23 plans to activate its next site: TheGothamTimes.com.


As a reward to triumphant fans who successfully sported quality Joker attire and submitted photos of said getups online, a Gotham Times newspaper was dispatched to them via snail mail.

The following photos of the paper are credited to this site.








To continue what’s evolving into one of the most elaborate and effective viral campaigns for a film to date, the paper announced TheGothamTimes.com. The new Web site currently says “the first online edition launches on Friday, Nov. 23”.


The newspaper also announced the site WeAreTheAnswer.org, which isn’t currently online. Finally, the paper mentioned the e-mail address humanresources@whysoserious.com. When e-mailed, the following auto-reply message is returned:

See you found my little message. So, do you think you have what it takes to be a part of my circle of friends?

Are you a backstabbing, self-promoting, ambitious clown who will do anything to prove yourself to me?

If so, the first step of your application process awaits ... if you know where to look.

Stay tuned for more coverage on the new campaign.

HollywoodChicago.com to Distribute 125 I-Am-Immune.com Viral Bracelets For ‘I Am Legend’

I’ve already received dozens of e-mails about this and haven’t even yet announced it. Viral word really does infect the Internet quickly, eh?

In any event, it’s true: We have received from Warner Bros. and will be divvying out 125 bracelets for access into I-Am-Immune.com, which is the new viral marketing site for the Will Smith film “I Am Legend”.


Fans of the “The Dark Knight” will feel some similarity to I-Am-Immune.com’s upcoming street challenges in cities across the U.S. You must have a bracelet to gain access to the site.

I have been informed that e-mails to “patients” will be sent on Saturday, Nov. 24 directing those with bracelets to visit the “street challenges” section of the site.

There, the rules of the challenges will be explained and a secret location within 14 different U.S. cities will be revealed to snag a swag item.

Each item will have a relationship with the film and can be used to earn autographed posters, novels, gear and get you one step closer to winning tickets and a hotel stay in New York for the premiere of the film on Dec. 11.


Will Smith in “I Am Legend”.
Image credit: IMDb
Now, this hasn’t yet been announced:

There’s a separate street team distributing the bracelets as well. HollwoodChicago.com has received a quantity of those and will be giving them to you and your friends.

I can confirm there will be three street-challenge locations in Chicago: a video store, a car dealership and a golf range.

In order to get these bracelets into your hands with such quick turnaround without having to head to the post office again and again, I have arranged for my team to be in Chicago on Tuesday.

We value your time and assure you we’ll be there with the bracelets. See below for the time, date and venue.

Date: Tuesday, Nov. 20
Time: 7 to 9 p.m.
Venue: Dollop Coffee Co.
Address: 4181 N. Clarendon Ave., Chicago

For those of you who aren’t in Chicago or can’t make this pickup, e-mail adam [at] hollywoodchicago.com. I have a method to get a bracelet to you quickly as well.

‘The Dark Knight’ to Snail Mail Thanks to Fans From RorysDeathKiss.com

RorysDeathKiss.com has been updated below the scroll in the latest round of “The Dark Knight” viral marketing. The new text says in response to fans who dressed up and photographed themselves as the Joker:

What a crime scene! The clock’s struck 12 and I’m sending something special for each and every one of you clowns who made my list by the deadline.

The fun-filled times should roll in shortly after the bird’s been carved! Don’t you just love the taste of envelope glue?

Fans should be checking their mailboxes around Thanksgiving. As many fans – especially those who had their photos rejected – have been disappointed as of late, hopefully this reward will help to calm the nerves.

‘I Am Legend’ Unveils Viral Site I-Am-Immune.com

The power of the talking mouth is the best and cheapest form of PR there is. Films are increasingly cashing in on the viral wave using Web sites to spur conversation and create an evocative attachment.

We’ve been deluged with masterful viral work from “The Dark Knight” using Web sites including WhySoSerious.com, RorysDeathKiss.com and IBelieveInHarveyDent.com. Moments ago, the Will Smith film “I Am Legend” went public with one if its own.

I-Am-Immune.com has launched to play a literal viral game.


The site, which is the official “community” for the film, will offer original and behind-the-scenes information about the film, a chance for fans to speak up, online and street challenges (“The Dark Knight” fans know these all too well), “free swag” and “insane prizing”.

I am told the site is also boldly promising the opportunity to “see the biggest movie stars of the year at the largest movie premiere of the century”.

As a member of I-Am-Immune.com, your objective is to stay active and stay immune. Members will be tasked with weekly online challenges along with three offline challenges.


Will Smith in “I Am Legend”.
Image credit: IMDb
A VIP trip for two to New York City will be dished out for the world premiere of “I Am Legend” at Madison Square Garden. The plane ticket and hotel stay are covered.

In terms of street challenges, members of the viral site will visit a section of the site (called “street challenges”) where they will be tasked with going to a specific location on a specific day and time within their city (one of 14 markets) to snag a swag item.

It’ll contain a code that must be entered into the “street challenges” section of the site. Once the code is entered, members will be eligible to win prizes and gain access to the next street challenge.

“I Am Legend” and “The Dark Knight” are both from Warner Bros.