Films like the 'Dark Knight' the Batman film, got the audiences involved and made a big build up months before the film was brought out.
Before the film came out the producers of the film made campaigns which included fake election posters, creating a real world of Gotham City.
Websites were made for the campaign, and people voted on these sites. (http://www.whysoserious.com/)
The producers made this to make a larger impact on the film for when it was brought out. It created a wider audience for the film and made it for well known for when the film was actually released.
Other films that made the audience make the film was 'real' were Cloverfield, District 9 and The Blair Witch Project.
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