What may be the darkest interpretation of the Caped Crusader’s story yet hits theatres today with The Batman. To promote the movie, Warner Bros. Canada launched an anamorphic art installation featuring 10,000 custom-made bats at The Eaton Centre in Toronto.
The studio tapped experiential agency Rooftop to create one of the largest installations to appear at the shopping centre. Clocking in at 32 feet long, when viewed directly in front of the piece the movie’s logo becomes viewable, but when viewing the piece from all other angles, it looks like a swarm of bats floating above a red carpet.
#TheBatman‘s Colony of Bats has swooped into Toronto! See it for yourself today until March 8 at @CFtoeatonCentre. pic.twitter.com/YDd9p7l2Tm
— Warner Bros. Canada (@WarnerBrosCA) March 2, 2022
The installation is meant to evoke the idea that things aren’t always as they seem, Rooftop president Dave Videka tells MiC, and adds it’s something important to keep in mind when a character like the Riddler is involved.
Playing off the twists and turns the movie takes viewers on, the anamorphic installation “provides a multitude of ways to look at a problem before realizing that if you get it just right all will be revealed.”
Rooftop was the main agency on the campaign and it worked with YBIMC, Allied Global Marketing, and OMD, who handled the media buy.
The activation, which targets adults ages 18 to 49, also includes Canadian influencers who will visit the installation and post on social media to promote the film on YouTube, Instagram and TikTok. Fans will be able to stop by and snap photos alongside The Batman Colony of Bats installation and use the hashtag #thebatman until March 7.
Rooftop recently created a campaign for the release of The Matrix Resurrections and created other immersive installations to promote Warner Bros films Aquaman and Ready Player One.
