The Dark Knight is ‘hot’.

And Batman and Robin is old fashioned, safe, a little too kids cartoon. It’s not ‘hot’.

The Dark Knight is powerful, a little edgy, implies something, well something darker! That’s interesting, intriguing, riskier.

It is still a man dressed up like a bat.

It’s not what it is.

It is how we choose to market it.

It’s is the story that makes it ‘hot’ or not.

Marketing is all about the story.

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