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Article: 'IRON MAN' VS. 'THE DARK KNIGHT'; Which superhero movie packed the biggest media punch?(News)
- Article from:
- Advertising Age
- Article date:
- July 28, 2008
- Author:
CopyrightCOPYRIGHT 2008 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: ANTONY YOUNG
antony.young@optimedia-us.com
Summer blockbusters "Iron Man'' and "The Dark Knight'' both showed superhero-like powers when it came to pulling in box-office receipts. "The Dark Knight'' delivered a thumping $155.3 million last weekend-an industry record.
"Iron Man's'' $98.6 million initial weekend take surpassed all expectations. Talented directors, great lead talent and sensational reviews from critics were naturally a major part of both films' successes.
But the marketing and media behind these two Hollywood franchises were critical ingredients to maximizing both films' potential. Paramount developed the "Iron ...