Dark Knight success to boost consumer products

As film continues to break box office records, licensees are ready to cash in on summer hit.
Author:
Publish date:
Social count:
0

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.

Related

Featured Jobs

Aardman Job Logo 620 x 349

Brand Manager (Maternity Cover)

Part of the brand team, The Brand Manager works closely with several members of the department, including Studio Publicist, Community Managers, Licensing, Sales and Attractions and Live Experiences teams to implement local and international strategies in the form of brand plans and maximising on all activity surrounding the properties.

Universal Job Logo 620 x 349

Senior Graphic Designer, EMEA - Consumer Products

Working in tandem with the Product Development team and reporting into the Design Manager EMEA, the purpose of this role is to drive forward our creativity across all licensed consumer products. As part of the creative team, you’ll be developing exceptional creative assets and product concepts for numerous NBCUniversal franchises that inspire licensing partners across the entire region.

SanrioJob Logo 620 x 349

Creative Manager

Best known for global icon Hello Kitty, Sanrio has a portfolio of more than 400 characters. We license a unique collection of branded gifts, stationery and fashion accessory items while collaborating with the most respected companies in the world. Our EMEA business coordinates the development licensing throughout Europe, Russia, Middle East, Africa, Asia (for Mr Men), Australia and New Zealand. An exciting, permanent opportunity has come up at our London office to lead our Design team as Creative Manager (m/f)

Vivid Job Logo 620 x 349

Digital Marketing Executive - Toys & Games

Vivid is Britain’s biggest toy company and the 20 largest in the world. With offices across the globe, they sell an amazing portfolio of toys and games to over 60 countries. Vivid is best known for its association with blockbuster brands and is very excited about future opportunities around the world.