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Day 3: The Dark Knight Rises Teaser Fever Hits Its Ridiculous Peak

By Dustin Rowles | Miscellaneous | July 13, 2011 |

By Dustin Rowles | Miscellaneous | July 13, 2011 |

The Dark Knight Rises teaser fever hit its high point yesterday afternoon in the wonky blogger section of the Twitterverse. It’s been reported that the teaser trailer for The Dark Knight Rises will appear before Harry Potter and the Deathly Hallows Part 2, so movie bloggers are super-glued to their computers, awaiting the first whiff of the trailer, or any close facsimile thereof, online.

Everyone has a bad case of the Firsts! At its zenith yesterday, a couple of websites, Slashfilm in particular, posted written descriptions (possibly fake) of the teaser trailer. Twitter erupted with snark and indignation. “You guys, a description of a trailer of a movie? Where does it stop?” Joanna asked. I posted a picture of myself reading the description of The Dark Knight Rises, a colleague over at, Matt Patches, posted one of himself watching me reading the description, and then our old friend Will Goss posted one of him, wearing 3D glasses, looking at a picture of Matt Patches looking at a picture of me reading the description of The Dark Knight Rises. There was an Inception joke, then TK — new to Twitter — got drunk, delivered his first drunk tweet, and told everyone to go f*ck themselves.

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But it all underscores a bigger reality: A movie like The Dark Knight Rises generates a ton of web traffic. For instance, that description of The Dark Knight Rises trailer on Slashfilm was retweeted over 100 times and Liked on Facebook nearly 300 times. It probably generated thousands of page views. So, while we were all making fun of Peter over at Slashfilm for posting it, he was probably laughing his ass off as his wallet grew three sizes because that one post generated more traffic than a lot of movie blogs put up in a week, a notion that makes some of the more high-minded assholes weep in their Ramen noodles. The economy is in the tank, but he just paid a writer for a week. He’s got an audience; he caters to it, and honestly — as TK so eloquently put it — the rest of us can go f*ck ourselves. After all, in the 100 or so comments underneath the description, what I didn’t see from his readers was, “You asshole. I can’t believe you posted this.” It’s taken for what it’s worth, and the world moves on. It’s not like we’re dealing with the debt crisis, like Emily MIller — a political reporter for the Washington Times — who actually tweeted in the midst of debt negotiations: “Forget debt ceiling … hello tan Clooney. RT @popsugar: Wow! Newly single #GeorgeClooney is lookin’ good in Cancun!”

Now, that’s a bad case of misplaced priorities.

But it wasn’t just the description of the trailer that broke yesterday. By the night’s end, there was a fake bootleg of the The Dark Knight Rises trailer based on the possibly fake description, and there was even an image floating around yesterday purporting to be a screenshot of the trailer (it looked like a variation on The Dark Knight Rises poster). I have no idea where people find the turnaround time to put so much effort into posting fake images and trailers, but there must be an a huge audience for it, otherwise it wouldn’t happen with such frequency. Especially when it comes to Christopher Nolan, our appetites are insatiable, and some of us will take every little shred — real or fake — that we can get. The moral indignation that accompanies it, meanwhile, is both appropriate and tiring.

And speaking of, this fan-made The Dark Knight Rises trailer has been out for five months now, but I only caught it for the first time yesterday during the clusterfuck of jokes and links. I was seriously impressed (via

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Dustin is the founder and co-owner of Pajiba. You may email him here, follow him on Twitter, or listen to his weekly TV podcast, Podjiba.