I can honestly say that I have never had two weeks worth of appointments surrounding the release of a movie. I can also honestly say that my husband has never mobilized in such a way to make it to them. After being mildly disappointed by the BatSignal on Monday night, chasing the BatPod and the Tumbler all over Toronto yesterday (with admittedly great success), and then coming home to discover what it means when the Joker says he’s going to ‘Leave a big mark,’ I have to say the I’ve reached a fever pitch that has yet been unparalleled in my moviegoing lifetime. While my initial impressions of the contract staff 42E had in Canada were a little off-putting, I can honestly say that the rest of the viral campaign has been nothing short of extraordinary and will, I believe, become the ‘Gold Standard’, thereby setting the benchmark for virals.
The idea that they would harness the sheer power of the internet nerd to do all the work to promote the movie, but then actually give them their due by offering a free screening FOUR days in advance and ONE day in advance of the actual ‘advance screening’ (making this a completely exclusive experience) is genius to say the least. My husband has done everything to participate since finding out about this just days after the ‘I Believe in Harvey Dent’ pic cutoff and that’s had me — literally — running all over the city to participate. The kind of total immersion in this world that 42E has created is something to genuinely be celebrated. All those people behind their keyboards pushing this viral were going to go see it anyway and if it is as good as they say (of which I have no doubt) then they were going to go more than once. But to tap into the kind of fan base that Batman has, coupled with a creative team for the movie itself, you have to marvel at how much someone has finally ‘got’ it. And it’s a relief. The ‘get’ that the fan base for genre movies doesn’t want to be pandered to. We don’t want to see what we saw in the comics, we want to see something entirely new that tickles us in the way the comics do. It’s not the same thing. No one disputes that movies need to be accessible to a wide audience because they are, after all, for profit, but it is the fans that are at the crux of the experience and I’m just so elated someone finally figured it out.
So here’s to the people at 42E for putting it all together and, especially, here’s to Warner for letting them go at it. For not restraining this or the cast and crew of the movie. There will be no end to the ‘profits’ for this movie because — for once — those directly involved were not only and exclusively in it for the money, they were in it for the story… and for the fans.
Cheers.

P.S. Clearly we were two of the lucky ones who were online at the time and got tickets to the screening. We’re trying to work with people who didn’t get tix to make sure everyone gets a chance, because there were a few ‘die-harders’ who weren’t online. As always, I can’t keep up with the sheer volume of this stuff. Go to Super Hero Hype to catch the fan reaction and here for the Wiki.