'Joker' Movie: 22 Mysterious Marketing Phases Revealed

Another Joker movie?? You’re joking! Haha yes I’m sure you’ve heard that one a few times by now, but there’s at least one person out there who’s laughing.

Joker comes out in Australia on October 3rd!! If you’re reading this, then you’re probably just as excited as I am! ! Already got my tickets for Saturday night!

Just to be clear: I don’t know the exact marketing phases for Joker, but I’ve reverse engineered it to see what they might have been.

At first I thought it would be hard to reverse engineer the campaign, but some clear clusters of clown content revealed themselves—do I get an A+ for alliteration? Haha. The blog gets better, stay with me.

We'll walk through the phases one by one (dates could differ depending on whether you're in America or Australia). Heads up: not a 500 word blog.

Before We Begin: Send Me a Small One-off Tip

If you enjoy these phases, then right at the bottom of the blog you might like to send me a small one-off tip (it's in USD) or share the blog link on your own social media platform (Facebook, LinkedIn, etc). Either one.

At the very bottom it'll look like this:

Follow Me on Instagram: @perthmarketer

Follow me and message me about Joker's marketing campaign.

Alright, let's begin.

PHASE 1: Behind-the-scenes of Joker

I would say the marketing for the movie began loooooong before the first poster was ever released. It began with the director, Todd Phillips, posting behind-the-scenes images on his own personal Instagram account. His personal account has been used throughout to create buzz for Joker.

Sept 17, 2018: Our first ever glimpse of Arthur or Joker on the director's personal Instagram account. He simply captioned it “Arthur.” See post below.

Sept 22, 2018: Our first ever look at a video of Arthur on the director's personal Instagram account. He simply captioned it “Camera test (w/ sound). Joker.” See post below.

Sept 25, 2018: What seems to be an onset image of Joker on the director's personal Instagram account. Simply captioned “Work.” See post below.

Nov 5, 2018: Image of Joker on the director's personal Instagram account. Simply captioned “On set. Five minute break.” See post below.

March 23, 2019: Black & white Image of Joker on the director's personal Instagram account. Simply captioned “Editing.” See post below.

My Comments on the Behind-the-scenes Phase:

Notice how for the first few months we’re only being drip-fed information about Joker, which makes it all the more enticing. The director's captions are extremely short, only using one or two words sometimes. His part in the marketing campaign speaks volumes about his span of creative control.

PHASE 2: Standalone Studio-sponsored Joker Website

At this point, Warner Bros. most likely created the www.jokermovie.net website right before the first poster was released.

PHASE 3: First Joker Poster

The third phase starts on the director’s Instagram, but then it continues on Joker’s Instagram and Warner Bros. Instagram. You’ll find that the accounts tend to re-post each other’s content quite often.

April 2, 2019: The first ever poster of Joker is released on the director’s Instagram account. Simply captioned “Teaser trailer tomorrow.” See post below.

April 3, 2019: The first Joker poster is then re-posted on Joker Movie’s Instagram.

April 3, 2019: The first Joker poster is then again re-posted on Warner Bros. Instagram.

My Comments on the First Poster Phase:

With the first Joker poster, we don’t even get a good look at his face! We only get a glimpse of the clown makeup and few words including "put on a happy face." The director’s behind-the-scenes posts and the first real piece of marketing content, the poster, sets the tone for how they’re going to sell this movie: they’re not going to oversell this movie. It’s a far cry from the first poster of Jared Leto as the Joker in Suicide Squad. See poster below.

PHASE 4: Trade Shows & Conventions

April 2, 2019: The director debuted the very first footage of Joker at CinemaCon - the largest cinema trade show in the world. See post below.

PHASE 5: Joker Teaser Trailer

April 3, 2019: Teaser trailer posted on Warner Bros. YouTube Channel for the world to see. See the trailer below.

April 3, 2019: Teaser trailer announced on director’s personal Instagram account. See post below.

April 3, 2019: Teaser trailer announced on Joker Movie’s Instagram account. See post below.

My Comments on the Teaser Trailer Phase:

The first trailer follows the first poster in the sense that it doesn’t reveal too much. So right up until this point the majority of the marketing is just of Joker and no other characters in the movie. There’s an impressive amount of restraint shown in the marketing. The lack of over-selling is refreshing.

Teaser trailer has 61+ million views on YouTube.

PHASE 6: Joker Magazine Articles & Covers

July 6, 2019: The world’s biggest and best movie magazine, Empire Magazine, announces July 11th Issue which has the first ever Joker interviews with Joaquin Phoenix, Phillips and more, plus brand new exclusive images . See post below.

July 11, 2019: Empire Magazine posts a video on their Instagram account urging people to pick up the world-exclusive Joker report. See post below.

July 11, 2019: Director announces [on his Instagram] Empire Magazine issue with Joker on Cover. See post below.

Aug 20, 2019: The smarter movie magazine, Total Film Magazine, announces [on Instagram] its subscriber-only cover with Joker.

Aug 22, 2019: Total Film Magazine shares exclusive images from Joker on their Instagram account.

Aug 24, 2019: Total Film Mag announces [on Instagram] issue is on shelves with the non-subscriber Joker cover.

Aug 24, 2019: Director announces [on his Instagram] Total Film Magazine issue with Joker on Cover + inside article.

My Comments on the Magazine Phase:

The Magazine Phase is much like the other phases: restrained. Joker could have easily been on a lot more covers, and had a lot more articles! But, it’s only on a few select ones. The marketing campaign is especially selective.

PHASE 7: Joker Secret Code

Aug 25, 2019: Director released six brief teasers on his Instagram that contained flashes of writing, revealing the second trailer would be released on August 28.

Aug 28, 2019: Secret Code reveal of final trailer date (next day) on Joker Movie's Instagram.

Aug 28, 2019: Secret Code reveal of final trailer date (next day) re-posted on Warner Bros. Instagram.

My Comments on the Secret Code Phase:

The secret code is consistent with the rest of the marketing campaign: mysterious and secretive. The movie is one big secret, and everyone wants in on the secret. I mean, that’s good marketing right?

PHASE 8: Final Joker Trailer

Aug 28, 2019: Final Joker trailer on Warner Bros. YouTube Channel . See trailer below.

My Comments on Final Joker Trailer Phase:

At the moment the final trailer has 40+ million views on YouTube. This movie could have done several trailers and showed way too much in the hope of raking in more money... but, they only did two trailers. Two simple trailers. It’s quite something to see a movie this BIG doing, well, so little.

PHASE 9: Film Festivals & Corresponding Press Conferences

Aug 31, 2019: Joker premieres at the Venice International Film Festival, and gets an eight minute standing ovation. Eight minutes!!?

Aug 31, 2019: Joker Venice Film Festival Press Conference. See below.

Sept 7/8, 2019: Joker wins the “Golden Lion Award” at the Venice Film Festival. See below.

Sept 9, 2019: Joker premieres at the Toronto International Film Festival (TIFF).

Sept 9, 2019: Joker TIFF Q&A. See below.

PHASE 10: In Cinema Joker Trailer

The trailer being shown to cinema-goers.

PHASE 11: Joker Trailer TV Spots

The trailer being shown on television.

PHASE 12: Negative Joker Reviews

Sept 10, 2019: Warner Bros. marketing team decides to make lemonade out of lemons by cutting out the kindest portion of a negative review by Indiewire's critic David Ehrlich and actually using it to promote Joker. Ehrlich said Joker was "toxic" among other negative things, but the marketing team only used the positive comment, “An Immaculately Crafted Piece Of Mass Entertainment.” See the image below, which has since been removed from the film's Instagram account.

My Comments on the Negative Joker Reviews Phase:

Warner Bros. deciding to embrace the negative reviews was so frikkin clever. This type of marketing is actually perfect for a movie like Joker because the main character's whole shtick is anarchy. It just matches him perfectly! The joke’s on them! Warner Bros. is kind of flexing and saying “Hey look we can use your negative review and still get people to watch our movie.”

PHASE 13: Positive Joker Reviews

Sept 12, 2019: Joker Movie's Instagram shares positive review.

Sept 15, 2019: Joker Movie's Instagram shares positive review.

My Comments on the Positive Review Phase:

They actually went to town with their video marketing!! They posted a lot of short review clips on their Instagram which are ultra shareable to produce great results.

PHASE 14: Joker Promotional Tours & Interviews

Sept 19, 2019: Fox 5 DC Interview with Joaquin & Phillips.

Sept 20, 2019: Extra TV Interview with Joaquin.

Sept 25, 2019: People TV Interview with Joaquin who walks out after a violence question.

PHASE 15: New Joker Posters & Artwork

Sept 18, 2019: IMAX exclusive artwork.

Sept 18, 2019: Warner Bros. re-posts IMAX exclusive artwork on Instagram.

Sept 20, 2019: Fandango new artwork for Joker shared on Instagram.

Sept 22, 2019: Director re-posts new Fandago artwork for Joker on Instagram.

Sept 22, 2019: Warner Bros. re-posts new Fandago artwork for Joker on Instagram.

Sept 23, 2019: Fandango shares another new poster for Joker on Instagram.

Sept 24, 2019: Dolby Cinema shares its exclusive artwork for Joker on Instagram.

Sept 25, 2019: Warner Bros. re-posts new Fandango Joker poster on Instagram.

Sept 25, 2019: Regal Movies releases their exclusive numbered art print of Joker.

Sept 26, 2019: Joker Movie re-posts Regal Movies new art print on Instagram.

Sept 28, 2019: Joker Movie posts new Joker poster/artwork on Instagram.

PHASE 16: Warner Bros. Press Release about Joker

Sept 24, 2019: Warner Bros. finally weighed in on the mounting controversy surrounding Joker. See the full statement below.

My Comments on the Press Release Phase:

There is that common issue of: does art imitate life, or does life imitate art? In Warner Bros. statement they seem to be leaning toward art imitating life. Below is a similar statement from the director:

"I often see movies as mirrors of society, not necessarily as molders of society." - Joker Director, Todd Phillips.

It's a thought provoking statement, just as I'm sure the film will be thought provoking. I think people needed to be reminded of the function of film.

I am interested to know your thoughts on the above statements. Send me a message on Instagram.

PHASE 17: Joker Billboards

Sept, 2019: I don't know the exact date Joker billboards went up, but people around the world seem to have started spotting them in late September to early October. See image below of American poster. I spotted one by Perth Airport today (Oct 2).

PHASE 18: Joker Countdown

Sept 27, 2019: Joker Movie Instagram countdown - "ONE WEEK".

Oct 1, 2019: Joker Movie Instagram countdown - "3 DAYS".

Oct 2, 2019: Joker Movie Instagram countdown - "2 DAYS".

Oct 3, 2019: Joker Movie Instagram countdown - "TOMORROW" (for America, released Oct 3rd for Australia).

My Comments on the Countdown Phase:

The countdown is a classic way of getting people hyped for the movie. Timing is paramount when it comes to marketing films—they must build up as much hype in the time leading up to and around the release as possible.

PHASE 19: Joker's Press-free Hollywood Premiere

Sept 28, 2019: Joker has its first public screening outside of a film festival, at a theater in Hollywood. Warner Bros. decided to dis-invite interview press from the red carpet, which is unprecedented. Only photographers were allowed on the red carpet. The decision came after weeks of negative headlines.

“A lot has been said about Joker, and we just feel it’s time for people to see the film,” a studio spokesperson said.

See the custom carpet for the premiere in the post below.

Sept 30, 2019: Director shares Hollywood premiere photos on his personal Instagram.

PHASE 20: More Positive Joker Reviews

Oct 2, 2019: Joker Movie's Instagram shares positive review.

Oct 2, 2019: Joker Movie Instagram re-posts Rotten Tomatoes Certified Fresh 79% rating with 161 reviews.

Oct 3, 2019: Joker Movie Instagram shares another positive review.

PHASE 21: Joker Street Art Ads

Both the director and the Joker Movie's Instagram shared the street art post shown below. I don't know when the street art ad was completed so I just thought I'd add it here. I've seen other street art ads shared on Instagram, but I can only find this one below.

PHASE 22: More Joker Promotional Interviews

Oct 1, 2019: GamesRadar sits down with Joaquin Phoenix to talk about how he found empathy for the character and got into the role.

My Comments on the GamesRader Interview:

It's great that they didn't limit themselves to traditional media, and instead also experimented with influential YouTuber interviews.

Oct 2, 2019: Joaquin Phoenix goes on Jimmy Kimmel Live where Jimmy shows a never-before-seen outtake of Joaquin from the set of Joker.

My Comments on the Jimmy Kimmel Interview:

The Warner Bros. marketing department seems to be ending this campaign the same way it started: by sharing exclusive behind-the-scenes content. The outtake of Joaquin is raw and real, which makes me even more excited to see the movie this week.

Kimmel also comments about how we know so little about Joaquin, which is true. Joaquin is a mysterious actor, which makes him uniquely qualified to play the role of Joker.

Joker is our time's Hamlet in the sense that each person who plays the character brings something new to it, or perhaps, the Joker persona has a mind of its own which jumps from actor to actor ultimately challenging and changing them.

Question: Could the Joker Marketing Campaign been more Creative?

Well, ya. The campaign could have definitely been a bit more creative. They didn't do anything remarkable. BUT, they seem to be going with a "less is more" approach.

Question: Is Joker's Marketing Approach an Attempt to Lure in a Wider Audience?

Their "less is more" approach is definitely luring in a new audience who hasn't previously been interested in the Joker character. The nature of the film itself means that their target audience already widens and includes new people. In other words, people who didn't see The Dark Knight or Suicide Squad are going to see Joker.

Follow Me on Instagram: @perthmarketer

I want to know your thoughts on these phases. Follow me and message me.

Send Me a Small One-off Tip

It took me a lot of time to piece this together. I enjoyed every minute of it. Hopefully you enjoyed reading it as much as I enjoyed writing it. If you truly enjoyed it, perhaps you'd like to send me a small one-off tip (it's in USD)—you should see that option right under this. Or, perhaps you'd like to share the blog link on your own social media (Facebook, LinkedIn, etc).

What To Read Next

You might like to read my other blogs/stories:

Director Todd Haynes Mise-en-scène Choices in 'Far From Heaven' (Film)

A Closer Look at 'Under the Skin’s' (Film) Mise-en-scène & Marketing Choices

Visual Analysis: How ‘Nightcrawler’ (Film) Challenges Voyeurism

Call Me

Book a clarity call with me to discuss anything marketing or film-related.