6 Shocking Signs Batman V Superman Could Actually Be Good

2. The Viral Marketing Campaign

It may be a little premature to praise something that's only just kicked off, and I'm highly doubtful Batman V Superman will come close to The Dark Knight in this regard, but there's something quite impressive about Dawn Of Justice's emergent viral marketing campaign. Lex Luthor recently joined Twitter and had an exclusive interview posted in Fortune magazine. The interview was nicely done and revealed a few interesting tidbits - Jesse Eisenberg's Lex is actually the son of LexCorp's founder and there were references to Bruce Wayne and Blue Beetle - but is hopefully just kick-starting a real-world lead-in to the events of Batman V Superman. Viral marketing has become by-the-by in recent years, with most movies having an obligatory in-universe website with a couple of links just to placate more serious fans. Some campaigns have certainly been creative (Ex Machina twisted the terms of use and took its high-concept ideas to Tinder by giving Ava a profile), but few have come close to the brilliance of The Dark Knight (or Cloverfield - remember how awesome that was?). This feels a bit like a wasted opportunity - we now have a much more developed web, with a social structure right for the manipulating, so it seems silly more movie characters don't have Twitter profiles and the like. Dawn Of Justice is promising something modern in this vein, and from this initial chapter it looks pretty cool. Of course, marketing and the movie are two distinct things, so competence in one area is no guarantee of it in another, but seeing a unified world is something of a good sign.