For The Dark Knight, there was a huge poster campaign in their marketing strategies. The original ideas were to focus the campaign on Batman itself but after the tragic death of Heath Ledger, the main focus of the film quickly switched to 'The Joker. There are so many character specific posters of The Joker, this hyped the movie up on a massive scale. Marketing started way back in the production stages of The Dark Knight so that mass audiences were aware of how massive this film would be.
Here are just a selection of the promotional and teaser posters:
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