updated - May 24, 2013 Friday EDT
By Zanub Saeed
Mountain Dew announced that in conjunction with Warner Bros. Pictures and Legendary Pictures, the upcoming release of "The Dark Knight Rises" will be promoted through DEWGothamCity.com, which will virally release new features from the third and final installment of Christopher Nolan's Oscar-winning "Batman" film franchise.
The website will feature never-before-scene videos and features from "The Dark Knight Rises," starring Christian Bale as Batman, as well as Tom Hardy, Gary Oldman, Anne Hathaway, Morgan Freeman, Marion Cotillard, Joseph Gordon-Levitt, and Michael Caine, said a press release issued by Mountain Dew on Monday.
"DEWGothamCity.com was designed with DEW and Dark Knight fans in mind and provides the opportunity to experience 'The Dark Knight Rises' before the film hits screens next month," Brett O'Brien, Vice President of Marketing for Mountain Dew stated for the press release. "Codes from specially marked packages of DEW will enable passionate DEW and Dark Knight fans to unlock exclusive content and enter to win exclusive 'The Dark Knight Rises' prizes. For us, it's all about rewarding our fans."
DEWGothamCity.com will feature exclusives like: an applied sciences lab displaying some of Batman's tools and tricks, as well as his vehicles and Bat-Suit; a deeper look at the Gotham City Police Department that will release information about some of the new characters, including Hardy's villain Bane and Hathaway's Catwoman, as well as allow fans to create their own mugshots and see a new clip from them movie; and the Gotham City Convenience Store, where fans can read through an interactive copy of "The Gotham Observer" fictional newspaper to read the latest headlines about the city, listed the press release.
Those who purchase the limited-edition Mountain Dew Dark Berry flavor can redeem their product codes to win exclusive prizes correlated with "The Dark Knight Rises" through DEWGothamCity.com, said the press release.
Mountain Dew will also start a search for the biggest Batman fan through a contest, where fanatics of the series can send in videos to show their love of the series. The winner of the "Most Devoted DEW Dark Knight Fan" will win tickets to the July 16 New York premiere of "The Dark Knight Rises," which stars of the series will attend. More information can be found via Mountain Dew's Facebook page.
"We're looking for the most fanatical DEW and Dark Knight fan out there - the more devotion we see, the better," O'Brien continued, for the press release. "And, if we like what we see, you could be on your way to the ultimate fan experience - the once-in-a-lifetime opportunity to watch the third and final installment of this epic trilogy at the same time as the 'The Dark Knight Rises' cast."
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