page_title: Batman v Superman: Dawn of Justice
section_title: Marketing
hierarchical_section_title: Batman v Superman: Dawn of Justice / Marketing
caption_attribution_description: Türkçe: Atatürk Havalimanında Türk Hava Yolları Boeing 777 "Batman Süpermen'e karşı" logojet English: Turkish Airlines Boeing 777 "Batman v Superman" logojet at Ataturk Airport
context_page_description: Batman v Superman: Dawn of Justice is a 2016 American superhero film based on the DC Comics characters Batman and Superman. It is a follow-up to Man of Steel and the second installment in the DC Extended Universe. The film is directed by Zack Snyder, written by Chris Terrio and David S. Goyer, and features an ensemble cast that includes Ben Affleck, Henry Cavill, Amy Adams, Jesse Eisenberg, Diane Lane, Laurence Fishburne, Jeremy Irons, Holly Hunter, and Gal Gadot. Batman v Superman: Dawn of Justice is the first live-action film to feature Batman and Superman together, as well as the first live-action cinematic portrayal of Wonder Woman. In the film, criminal mastermind Lex Luthor manipulates Batman into a preemptive battle with Superman, whom Luthor is obsessed with.
  The film was announced at the 2013 San Diego Comic-Con after the release of Man of Steel. Snyder stated that the film would take inspiration from the Batman comic book series The Dark Knight Returns by Frank Miller but clarified that it would follow an original premise.
context_section_description: An estimated $165 million marketing effort helped promote Batman v Superman: Dawn of Justice. At the 2014 San Diego Comic-Con International, Snyder introduced the film's first footage intended to be exclusive to the event. A teaser trailer was scheduled to be screened in selected cinemas on April 20, 2015. However, on April 16, the trailer leaked online, and within a few hours Snyder officially released the trailer to Twitter. At the 2015 San Diego Comic-Con International, Snyder and the cast attended to present an initial trailer of the film. The trailer was, unlike the teaser, which received mixed response, positively received by attendees, who gave the trailer a standing ovation. Mark Hughes of Forbes said the trailers "both set the stage for a story about the world's distrust and fear of Superman, Batman's rage at Superman and intention to duke it out with the Man of Steel, and Wonder Woman's participation in a big fight featuring the 'Trinity.'"
  Warner Bros. Consumer Products partnered-up with "a powerhouse slate of global licensees for a broad, multi-category licensing and merchandising program", including Mattel, Lego, Rubies, Funko, Thinkway Toys, Hot Toys, Junkfood, Bioworld, Pez, Seiko, Converse and among many other licensees to sell merchandise related to the film. Fiat Chrysler Automobiles was also a licensee for the film, offering a special edition Jeep Renegade in exchange for a near-exclusive product placement deal; aside from Bruce Wayne's Aston Martin, all vehicles in the film were either from Chrysler, Dodge, Jeep, Ram, or Iveco. Batman v Superman: Dawn of Justice – Cross Fire, an original companion novel tied to the film, telling a tie-in story set before the events of the movie, was published by Scholastic Corporation.
  A five-issue comic-book prelude exploring what happened in the weeks and months leading up to the events of the film was released as a tie-in with Dr Pepper's character-branded bottles. Also, there are a series of four minicomics found in Batman v Superman-branded General Mills cereals. Additionally, those who purchased Batman v Superman-themed Doritos Family Fun Mix at Walmart received the comic book prequel Batman v Superman: Dawn of Justice – Upstairs/Downstairs. Rocksteady Studios released downloadable content for the video game Batman: Arkham Knight that featured the Batmobile and Batsuit from the film.
  The third trailer debuted on Jimmy Kimmel Live! on December 3, 2015. It received positive responses, with Scott Mendelson of Forbes calling the trailer a "Saturday morning cartoon nerd's wildest dreams." Molly Driscoll of CS Monitor stated that it looks like the film "will continue the trend of adapting comic book stories as timely tales." Graeme McMillan of The Hollywood Reporter noted that based on the trailer's content, the film might be the anti-Civil War, referring to Marvel's Captain America: Civil War as "Superman and Batman complete the comic book trope by overcoming their differences to fight a common foe, alongside a third hero, who saves them both — that feels the most fresh, especially in light of the Civil War trailer. While that ended with a showdown between three heroes, this trailer moves beyond that to show three heroes standing united." However, it was criticized for revealing that, with Rob Tornoe of NewsWorks pointing out that this trailer was targeting the "broadest audience" rather than just fans, as studios try to "maximize a film's opening day box office."
  Warner Bros. did not buy a Super Bowl 50 commercial; instead, they worked with Turkish Airlines to put together a pair of Batman v Superman-themed airline commercials. McMillan of The Hollywood Reporter stated that the spots "inform interested parties about the culture, geography and history of Batman and Superman's individual stomping grounds, each one filled with Easter eggs for the comic book faithful and newcomer alike." Jesse Eisenberg's part as Lex Luthor in these commercials was praised, as Dirk Libbey of CinemaBlend noted that "he matches up well with Bruce Wayne by playing the welcoming billionaire
caption: An advertisement for the film on Turkish Airlines' Boeing 777-300ER at Istanbul Atatürk Airport
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