Warner Bros Consumer Products is preparing for a wave of renewed interest in the Batman brand, with the first ever live show getting off to a strong start in Manchester this week.
The Batman Live Arena show will tour the UK until October 2011, visiting Newcastle, Glasgow, Sheffield, Birmingham, London, Liverpool, Nottingham, Dublin and Belfast.
It will then head to Europe, taking in Sweden, Denmark, Switzerland, France and Norway, before traveling to North America for summer 2012.
"We often talk about the halo effect in licensing, but the Batman Live World Arena show is a great example of an event that will provide fans with a 'real life' experience of the brand that will drive consumer demand for Batman related content and consumer products long after the show leaves town," commented Bruno Schwobthaler, SVP, sales and business development, WBCP EMEA.
"More than a one off production, Batman Live forms an integral part of our world class licensing and marketing plans for the Batman fracnhise that continues to captivate audiences from pre-school through to adulthood and often for a whole lifetime."
The next spike for the Batman licensing programme will come with the release of The Dark Knight Rises in summer 2012.
Expectations are high following the storming success of The Dark Knight in 2009, which became the best grossing superhero movie of all time. It sold more than $16m worth of DVDs at the initial DVD release and over the history of the brand, more than $10 billion of Batman licensed merchandise has been sold.
"To say that The Dark Knight Rises presents a huge opportunity is somewhat of an understatement," Schwobthaler continued. "We've never doubted the potential of Batman, however it's fair to say that the public response to The Dark Knight surpassed even our own ambitious expectations."