PR reaction: Dark Knight Rises Aurora theatre shootings

In light of the horrific July 20^th Aurora theatre shootings during a screening of Dark Knight Rises, social media and news outlets have been abuzz with responses from both celebrities and non-celebrities. However, it was the responses from the organisation and workers behind the film that the media sought after most.

Warner Bros., the studio responsible for the modern Batman trilogy, along with the cast and crew, promptly mobilized the PR machine to maintain consumer and media sentiment as they dealt with this crisis as an interrelated stakeholder.

Although this is a strategic management function, it must be remembered that the response and reactions are genuine and are no less heartfelt. The following are PR activities and responses performed by both the studio, and the film’s cast and crew.

From the Studio

Within the first 24 hours following the shooting, Warner Bros (WB) issued a statement regarding the tragedy:

 “Warner Bros. is deeply saddened to learn about this shocking incident. We extend our sincere sympathies to the families and loved ones of the victims at this tragic time.”

Reports also stated that Dan Fellman, head of distribution for Warner Bros., had been up since 4 am (shooting occurred at 12:39am that night) assembling a PR responsive campaign.

Warner Bros continued to empathises and mourn for the victims by meekly cancelling multiple marketing and PR activities originally organised for the release of the film, including international premieres in Paris and Japan, interviews with the cast and crew, and softening marketing tactics.

In addition to cancelling PR and marketing activities, WB also delayed the release of opening-weekend box office figures as it deemphasised the commercialisation of the film and maintained a grieving humbleness in respect for the victim’s and their families.

And, although unconfirmed, it has been reported that WB will be making a ‘substantial’ donation which will be distributed across several charities that will support victims of the July 20 killing spree.

From the Cast and Crew

The first major response from the cast and crew was delivered by director Chris Nolan- acting as a spokesperson for everyone involved in the production of the Dark Knight Rises- through a news release statement:

“Speaking on behalf of the cast and crew of The Dark Knight Rises, I would like to express our profound sorrow at the senseless tragedy that has befallen the entire Aurora community. I would not presume to know anything about the victims of the shooting, but that they were there last night to watch a movie. I believe movies are one of the great American art forms and the shared experience of watching a story unfold on screen is an important and joyful pastime. The movie theatre is my home, and the idea that someone would violate that innocent and hopeful place in such an unbearably savage way is devastating to me. Nothing any of us can say could ever adequately express our feelings for the innocent victims of this appalling crime, but our thoughts are with them and their families.”

Among responses from the film’s co-stars Joseph Gordon-Levitt and Gary Oldman, the lead actors, Anne Hathoway and Christian Bale, also released statements regarding to the tragedy. Hathoway’s statement read: 

“My heart aches and breaks for the lives taken and altered by this unfathomably senseless act. I am at a loss for words how to express my sorrow. My thoughts and prayers are with the victims and their families.”

Bale opted for a more condense statement, declaring:

“Words cannot express the horror that I feel. I cannot begin to truly understand the pain and grief of the victims and their loved ones, but my heart goes out to them.”

Famous composer of the film, Hans Zimmer, wrote and produced a requiem in memory of the victims, instead of releasing a statement.

However, it was Christian Bale’s surprise visit to victims of the massacre that gained monumental media coverage and sentiment. Bale visited the Medical Center of Aurora several days after the disaster, spending hours with the numerous wounded victims, posing for pictures and talking with the patients, nurses and officers.

So, in total there were seven major PR responses from the cast and crew of the Dark Knight Rises in light of the Aurora theatre shootings, which included:

1.       Issued statements (by Warner Bros. studio)

2.       Cancellation of marketing/ PR activities (premieres, interviews, advertisements)

3.       Delayed release of Box Office figures

4.       A philanthropic donation

5.       Issued personal statements (by Nolan, Hathaway and Bale)

6.       Composition a ballad

7.    And, a visit to the victims by Bale      

And although these are strategic PR responses, it is necessary to again remember that the shootings were a tragic occurence, and that the recations from the studio, cast and crew are profoundly honest and benevolent.