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Kmart Brings ‘Dark Knight’ to Stores


Amy Johannes

Promo Xtra

July 10, 2008

Kmart is teaming up with Warner Bros. Consumer Products to launch an in-store promotion backing the upcoming release of “The Dark Knight.”

Under the deal, Kmart will serve as the “Official Batman Headquarters” offering a boutique full of licensed products from the movie, including toys, kids’ apparel, costumes, bedding and accessories and men’s apparel at the front of its stores.

The retailer is handing out a free movie ticket to see “Dark Knight,” which opens in theaters nationwide on July 18, with each purchase of three bags of Reese’s Batman products. It’s also giving a $5 discount off select Mattel movie-themed toys with the purchase of five boxes of select General Mills cereal and fruit snacks.

“Dark Knight” e-gift cards are also available on The site also includes free downloadable wallpaper, a movie trailer and link to

Outside its store, Kmart is hitting 68 malls and theaters with interactive floor-projection ads by Reactrix Media Network. The “Stepscape” technology lets people manipulate images displayed on the floor with body movements. The installations, which will feature Kmart products and “Dark Knight” imagery this month, a Kmart spokesperson said.

Kmart will promote the program with “Dark Knight” wrapped circulars rolling out July 13, via P-O-P materials, including co-branded shopping bags and online http://www/ The campaign runs through July 19.

The Warner Bros. Film isn’t the first movie tie-in this year for Kmart. The discount retailer also partnered with studios to promote “The Incredible Hulk” and “Indiana Jones and the Kingdom of the Crystal Skull”.

In “Dark Knight,” Batman sets out to destroy organized crime in Gotham City for good, with the help of Lt. Jim Gordon and D.A Harvey Dent. The plan works, but the three soon find themselves prey to a rising criminal mastermind known as the Joker.





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