WhySoSerious.com

CHICAGO – Once the swarm of sorrow hit the world on Jan. 22, 2008 following news of Heath Ledger’s death, questions soon ensued about its impact on Chris Nolan’s “The Dark Knight” and Terry Gilliam’s “The Imaginarium of Doctor Parnassus”.

Three new posters surfaced in the last 24 hours for “The Dark Knight” and fans didn’t even have to work hard for them through viral games. The first poster is the film’s international teaser poster.

Following our Dec. 3 post about a new WhySoSerious.com challenge at www.whysoserious.com/steprightup, the countdown has come to an end and the final challenge has been unveiled.

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

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.

At 4 p.m. on Tuesday, a new code emerged from WhySoSerious.com and the viral folks at “The Dark Knight”.

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

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.

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.

Prompted by “The Dark Knight” viral marketing wizards, the mass organization and real-life clown mayhem has officially begun.