'Dark Knight' promotion swoops into Kmart

HOFFMAN ESTATES, Ill. Kmart has partnered with Warner Bros. Consumer Products, on behalf of DC Comics, for a multi-channel entertainment marketing promotion supporting the July 18 release of the upcoming film, "The Dark Knight." Kmart called itself the "Official Batman Headquarters," and said it will display a product boutique related to the film at the front of its stores

The boutique at Kmart, located at the front of the Kmart mainland retail locations, includes licensed products from the movie, such as toys, kids’ apparel, costumes, bedding and accessories, and men’s apparel, along with an exclusive Kmart The Dark Knight gift card.

In addition, Kmart is supporting the promotion with a designated Batman Headquarters circular wrap; extensive in-store point-of-sale including co-branded shopping bags and online exposure via a microsite (www.kmart.com/batman) featuring merchandise, an exclusively designed e-giftcard, free downloadable wallpaper, and a trailer and link on Kmart’s website to http://thedarkknight.com.

The Kmart promotion launched July 6 and runs through July 19.