10 Most Insane Things That Ever Happened At Comic-Con

The Lost ARG was something, but it mainly appealed to the more obsessive fans of the TV show, leaving out the rest of the casual audience. With Batman, there's a far, far higher density of fans who will go above and beyond in their love for the Caped Crusader. Which is exactly what the marketing team behind The Dark Knight were counting on.

As if anticipation for Christopher Nolan's second Batman film hadn't already reached a fever pitch, a viral marketing campaign with alternate reality game aspects that ran for a full fifteen months before the movie was released got people even more hyped €“ mainly by teasing images of Heath Ledger's then-mysterious take on The Joker.

That spilled over into Comic-Con 2007, where Jokerised dollar bills were scattered across the convention floor, tonnes of Joker cosplayers employed by Warner Bros, and a plane flew over San Diego and wrote HA HA HA in the sky. It was an insane amount of commitment and money, but it succeeded in getting fans charged up.