THE DARK KNIGHT RISES 1
Introduction
This pilot case study investigates how social media platforms create a sense of community for fans through brand-constructed emotions . We were looking to find a way to suggest that fans ‟ emotional investment created by the campaign generated social capital for the company . We want to evaluate the effectiveness of the social media campaign and tactics for Warner Brothers ‟ most recent Batman film , The Dark Knight Rises . This analysis will be based on an evaluation of how the growth of social media helped the film maintain financial success even after a disastrous crisis during the midnight premiere . We would like to examine the significance of social media in creating and sustaining fan communities to help make The Dark Knight Rises one of the most highly anticipated films of the decade . We used this case study to probe the depth of social media involvement among Twitter users in a select timeframe and attempt to explain the appeal of the film created by its unique and intricate campaign design . An investigation of director Christopher Nolan ‟ s third and final Batman film may reveal strategies from which model future prospects in the cinema market research industry should be modelled .
Description of Organization Studied
Warner Brothers Entertainment Incorporated ( Warner Bros . or WB ) is a fully integrated entertainment company and a global leader in creation , production , distribution , licensing and marketing of multiple forms of entertainment and their related businesses . WB stands at the forefront of every aspect of the entertainment industry . They deal with feature films , television , home entertainment , animation , product and brand licensing and interactive entertainment , as well ( WarnerBros . com , “ Company Overview ”). WB Pictures Group brings together motion picture products , marketing and distribution to form a single entity . The entertainment group oversees and helps to grow the entire business through traditional and digital distribution , broadcasting , and the overall marketing of the films and shows under their label ( WarnerBros . com , “ Company Overview ”).
Warner Brothers ‟ mission statement claims that , “ Warner Brothers has been entertaining global audiences for more than 85 years and strives to be a responsible and active corporate citizen . We recognize that our company is an influential member of society and we seek to have a positive impact on our employees , audiences and communities worldwide .” ( WarnerBros . com , “ Responsibility ”). Their motto declares that “ a history of creativity ... A commitment to the community ” and their corporate social responsibility encompasses four key areas , which are : creativity , community , sustainability and workplace ” ( WarnerBros . com , “ Responsibility ”). Warner Brothers is a division of Time Warner Inc ., which is a corporation in media and entertainment . Through our analysis of The Dark Knight Rises and their social media campaign , our group analyzed WB in terms of their marketing tactics and promotion of the film .
The Problem Under Study
There were many sources that applauded the ingenuity of Warner Brothers ‟ campaign for this film . We wanted to investigate the buzz cycle as discussed in Jono Bacon ‟ s second edition of The Art of Community ( Bacon , 2012 ). The buzz cycle is a four-step “ set of procedures [ that ] ensures that you plan effectively , get as much anticipation for your announcement , and learn from the experience ” ( Bacon , 2012 , p . 210-211 ). The steps outline that a campaign manager should plan the campaign , build up to it , announce the release , and finally evaluate the campaign ( Bacon , 2012 , p . 211 ). This case study is the fourth step in the buzz cycle since it is intended to review the planning , buildup and announcement of Warner Brothers social media marketing campaign for The Dark Knight Rises .