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WARNER BROTHERS
RELEASES THE FIRST PHOTO OF
AS THE JOKER
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In May 2007, Warner Brothers launched the teaser versions of their Official Dark Knight Site and a companion site for the Harvey Dent campaign for Gotham City District Attorney. Shortly afterward, on Friday, 23 May 2007, they launched a companion site called I Believe In Harvey Dent too.
On that site was a pixilated picture of their Harvey Dent for Gotham District Attorney Campaign poster, which looked like it had been defaced with blackened eyes and a lipstick drawn smile. Fans who visited could enter their email address and be sent a coordinates of one of the pixels, which they then could go and remove to expose the mystery photo underneath. In less than 48 hours, more than 300,000 fans had found the secret site and removed all the pixels covering the secret photo, only to reveal the very first, authentic official photo of Heath Ledger as The Joker.
Research wielded evidence that this was indeed legitimate, and the photo quickly made internet rounds.
Above is the pixilated mystery graphic that appeared on that website, until the WB took it down 4 days later.
By Tuesday, 22 May, WB had removed the new Joker photo and replaced the page with an error message: Page Not Found. However, visitors can mouse over the page to highlight hidden words underneath. Within the hidden words is a secret message.
To visit the site and see for yourself, visit: IBelieveInHarveyDenttoo.
This should be the beginning of an exciting year-long viral campaign that will tease and excite fans until the release of The Dark Knight on July 18th, 2008.