Warner Bros. is causing some double takes in downtown Toronto by changing up the street signs on two intersections to promote the Canadian premiere of new Batman movie The Dark Knight Rises.  Placements of the spots was done by the City of Toronto.

The movie, which comes out on July 20 in Canada, is being promoted with a street sign at Yonge and King in front of the One King West Hotel & Residence, the site of the official after-party for the Canadian premiere, being changed to Bruce Wayne Manor. And at Front and York by the Fairmont Royal York, the official hotel of the movie, the sign has been changed to Gotham City Blvd, according to a Warner Brothers representative.

A contest is also tied to the changed-up signs, with Rogers Media’s Kiss 92.5 randomly awarding two passes to the Canadian premiere of the movie as well as to the after-party black and white masquerade ball. To enter, listeners need to tweet a photo to @Kiss925Toronto with the hashtag #kisstheknight.

A Warner Bros. representative says the promotion is similar to one the company did for the final Harry Potter film last year, and is aimed at creating buzz for films with people who take the time to look up during their daily commute.