July 22, 2014 4:51pm PT by Lesley Goldberg
Comic-Con: Fox's 'Gotham' to Get Massive Marketing Push
Fox and Warner Bros. Television are giving their Batman-themed drama Gotham the full-court press at this week's San Diego Comic-Con.
In addition to Saturday night's world-premiere screening of the James Gordon origin story as part of WBTV/DC Entertainment's three-hour extravaganza, the network and studio are enlisting San Diego Mayor Kevin L. Faulconer to kick off the annual event in front of its Gotham-themed zip line Thursday. The ceremony will conclude with the official taking a ride on the zip line.
The marketing push also will see Gotham-branded "police" cars working with personal shuttle service Uber. Registered users will be able to order a Gotham PD car for free rides by selecting the show-themed vehicle on Uber's "slider." Inside the cars, passengers will get a sneak preview of special Gotham content. New users can enter GOTHAMPD for a free ride up to $30. Beyond Uber, there will be 12 wrapped trolleys running through Aug. 24, more than 60 taxi cabs branded with Gotham and Fox's Sleepy Hollow.
"When we are in the exploration phase, we always come at these stunts from a fan perspective and try to think of ideas that we all would find engaging, exciting, cool and fun," Fox exec vp marketing and communications Shannon Ryan tells THR. "With Gotham, we felt that the city is such an important character within the show that it would great if we could build out an experience that could immerse fans in that fascinating world — and the urban zip line was the perfect way to deliver on that. For the Uber promotion, we know everyone at Comic-Con is looking for ways to get around all the events in San Diego and thought there was no cooler way for fans to be able to show up to panels and parties than in a Gotham City police car — for free."
Fox will also distribute 5,000 Gotham Chronicle newspapers to fans on the ground at the convention (see the first issue above). Taking the news hook one step further, the network will launch a website where fans can keep up to date with breaking news, culture and entertainment stories set in the fictional world of Gotham with GothamChronicle.com. On top of all that, there will be 100,000 lenticular tags on lanyards distributed both on the street and at the Fox Comic-Con booth.
"Comic-Con is a very important piece of the marketing campaign for a show like Gotham," Ryan says. "It really is the perfect opportunity to make that direct connection with those important fans, start to create that conversation with them and build that buzz around the show as we head into the final stretch before the September launch."