• by Laurie Sullivan , July 17, 2008

Director Christopher Nolan's new Batman movie, "The Dark Knight," has already won over critics in advance of its Friday opening. But along with the cinematography, it's Warner Bros.' advertising and marketing strategy that impressed IMAX Chairman and President Greg Foster.

Far from the typical strategy, Warner Bros. integrated the 94 IMAX theatres into the advertising campaign for the "The Dark Knight" for television, billboards, newspapers, radio, outdoor, online and movie theater pre-show ads. The movie premiered this week in New York City at the AMC, which houses an IMAX theatre--demonstrating that it was designed for the large-scale format.

Six sequences of "The Dark Knight" were filmed with IMAX cameras, including the opening six minutes. The 70-millimeter camera, which Foster describes as "about the size of a small Volkswagen," immerses moviegoers in the story. He says it marks the first time a major studio release had been partially shot using IMAX cameras.

IMAX has already cashed in on Warner Bros.'s marketing efforts. Ticket sales have gone through the roof, and there are hundreds of sold-out IMAX shows across the country. "The reason we hadn't been included in advertising campaigns in the past is because we had to first prove the added value at the box office," he says. "It is out of control, in a good way."

An online survey of 3,000 moviegoers conducted by fandango.com earlier this week reveals that 39% plan to see "The Dark Knight" at an IMAX theatre, and about 40% will see it at a midnight screening today.

Individual IMAX theatres also ramped up marketing. IMAX Navy Pier in Chicago will screen the movie about 25 times through the weekend, beginning at midnight today. The theatre plans to hold contests for the best made-up Joker face and costume. Trivia challenges will take place for patrons waiting in line and immediately prior to each theater screening.

Moviegoers who see the most showings during the 75-hour blitz will win T-shirts, posters, IMAX free tickets and concession-stand coupons for drinks, candy and popcorn.

The IMAX Navy Pier theater has 440 stadium seats and one six-story, 60-feet by 80-feet screen. "When you got a hot ticket you have to take it and run," says Lynn Cannon, IMAX Navy Pier theater director.

Cannon has spent little on marketing the three-day event. "We've just sent press releases to normal contacts in the film industry, and let the word of mouth carry," she says. "Christopher Nolan has also helped by turning Chicago into Gotham City."

People in Chicago last summer had the opportunity to spend hours watching movie sequences being shot.

By midweek at the IMAX Navy Pier, about 21 of the 25 shows had been sold out, but tickets were available for those running at 3 a.m. and 6 a.m.