Dark Knight success to boost consumer products

Samantha Loveday

By Samantha Loveday

July 29th 2008 at 9:29AM
Dark Knight success to boost consumer products

As film continues to break box office records, licensees are ready to cash in on summer hit.

Batman: The Dark Knight has become the fastest film to surpass the $300 million barrier - taking just ten days to rack up the impressive North American box office figures.

According to Reuters, the film - which stars Christian Bale as Batman and the late Heath Ledger as The Joker - sold an estimated $75.6 million worth of tickets during the three days beginning Friday, taking its total to $314.2 million.

This comes a week after the movie set a record breaking $158 million opening. It can now also lay claim to the best second weekend, beating the $72 million scored by Shrek 2 in 2004.

All this, of course, should give a tremendous boost for the full range of consumer products currently rolling out through Warner Bros Consumer Products.

While the movie itself skews slightly older than the traditional Batman demographic, the merchandising programme is stretching across all age groups.

WBCP has put together a strong licensing campaign, with Mattel as the master toy licensee, supported by Lego and Halsall in the category. Other partners include Blues (kids outerwear), Akyroyds/TDP (underwear/nightwear), Zap (bedding), Alpa (stationery), Mr Lucky Bags (confectionery), EA (video games), Danilo (calendars), GB Eye (posters) and Trademark Collections (luggage) among others.

The Dark Knight now ranks as the second biggest movie of the year so far, just behind the $315 million achieved by Marvel's Iron Man

Its next target is $400 million, which took Shrek 2 43 days to reach, although internet reports have stated that The Dark Knight could reach this figure in just 18 days. The last movie to break the $400m barrier was Pirates of the Carribean: Dead Man's Chest in 2006.