Domino's Pizza has begun its promotion for the upcoming summer film "The Dark Knight" by launching "The Dark Knight Vault" where you can watch a new exclusive trailer of "The Dark Knight."
Domino's Pizza, beginning July 7, will begin delivering $10,000 directly to customers' doors. The promotion is part of the pizza chain's effort to leverage, what is expected to be, one of the biggest blockbusters of the summer-The Dark Knight.
Opening on July 18, the film was already garnering buzz before co-star Heath Ledger fatally overdosed on drugs. It was thought that tie-in partners might shy away from the film but Domino's (in its first ever movie tie-in), General Mills, Nokia, Hershey, Comcast, Microsoft's Xbox and the California Milk Processor Board all stayed onboard to co-promote the film.
In honor of the film, Domino's, Ann Arbor, Mich., rolled out the new Gotham City Pizza. Through July 27, customers can order the $9.99 specialty pizza, which is "cloaked with 50% more pepperoni than a standard portion and delivered in a specially-designed box." There are four versions of the box, each highlight a different element of the Batman costume, including the mask and utility belt.
The company also launched The Dark Knight interactive experience at Dominos.com this week. Consumers who make a purchase will gain access to a special section that has The Dark Knight movie trailers, exclusive footage, cast interviews, downloadable wallpaper, and a preview of the soon to be released The Dark Knight Production Art & Script Book. It also includes "The Cards Tell the Tale" game. Players battle The Joker to win a special limited edition The Dark Knight-themed Xbox 360.
Next week, Domino's will deliver $10,000 daily to one lucky consumer via a Gotham City armored vehicle. Domino's spent $144 million on media last year and $52 million from January to April of this year, per Nielsen Monitor-Plus.