Gentle into that ‘Dark Knight’

Producers strike a balance in posthumous marketing

 Heath Ledger’s death has brought even greater attention to what was already set to be one the biggest films of the summer. But the added awareness raised a new issue: How would the studio publicize the film and Ledger’s contribution to it without seeming crass?

When an actor dies unexpectedly during production, how to proceed becomes an issue. Some projects are scrapped altogether, such as Marilyn Monroe’s “Something’s Got to Give” or River Phoenix’s “Dark Blood,” which was three weeks shy of completion when the actor passed away.

Filling the void
Other films are completed using stand-ins, like when stuntmen filled in for Brandon Lee after he was accidentally shot on the set of “The Crow.” For Ledger’s final film, “The Imaginarium of Doctor Parnassus,” Johnny Depp, Jude Law and Colin Farrell have signed on to complete his scenes as a tribute to the actor.

To release or not?
But when the loss occurs after production has been completed, hardly anyone suggests not releasing the film. James Dean died before two of his most famous movies, “Rebel Without a Cause” and “Giant,” were released. Brandon Lee’s father, Bruce, died a month before “Enter the Dragon” hit theaters.
It went without saying that “The Dark Knight” would be released as planned, but how do you sell a blockbuster without appearing like you’re cashing in?

How to edit
Initially, some suggested Warner Bros. would scale back Ledger’s presence in the marketing plan. There was even speculation that the studio would go so far as to remove the more disturbing images of Ledger from the film itself, although filmmakers quickly dismissed those rumors.

How to market
But as mourning subsided and focus shifted to the movie itself, Ledger’s Joker became an integral part of the publicity campaign. There has even been early buzz about a possible posthumous Oscar nomination.
By all accounts, they appear to have struck the right balance. Whether Ledger’s unfortunate death will overshadow the film itself remains to be seen.