Batman (1989): How Warner Bros. Engineered BATMANIA

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Because the experience of watching movies is often so personal and emotional, it can be easy to forget about the less glamorous business side that goes into the making of a movie, or in this case, the making of a pop culture craze. When Tim Burton’s 1989 Batman movie came out there was mass hysteria… a mass bat-steria of buying everything with the bat-symbol on it. Tim Burton’s Batman is more than just a movie, in fact, it’s best understood as a gigantic multimedia and multi-market sales campaign. Especially as film studios have acquired, been acquired, or merged with larger companies that have interests in other industries, the movie itself has become just one part of a larger product line.
This is the story of how Warner Brothers engineered Batmania.
Written by Tyler Knudsen & Sophie Lasken
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AFTER SHOW (Batman discussion and Bat-merch trivia game): bit.ly/3ujM4Xx
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#Batman #FilmHistory #CinemaStories
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Sources:
Huge collection of resources: www.1989batman.com
More resources (Cinephilia & Beyond) - bit.ly/3KFHFDN
Michael Keaton - Letterman Interview (1989) - bit.ly/3HY57KF
[Horovitz] Holy Tie-In! Batman Bores Consumers Just as Retailers Prepare for Film by Bruce Horovitz (LA Times - Feb 28, 1989) - lat.ms/31J8mWE
[Meehan] "Holy Commodity Fetish, Batman!”: The Political Economy of a Commercial Intertext by Eileen R. Meehan - amzn.to/3zK2ZDe
[Rossen] Batmania: When Batman Ruled the Summer of 1989 By Jake Rossen (Mental Floss) - bit.ly/3FS6qsY
[Karlen] Prince Talks by Neal Karlen (Rolling Stone) - bit.ly/3KBFAJn
[Wilkening] Why Tim Burton Says ‘Batman’ ‘Tainted’ His Love of Prince by Matthew Wilkening (Ultimate Prince) - bit.ly/33FYxdj
[Batman Album Wiki] Batman Album (Wiki) - bit.ly/3tXaxS3
[Kennedy] How Jack Nicholson Secretly Made $90 Million For Playing Joker In Batman by Michael Kennedy (Screen Rant) - bit.ly/3FXdAMK
Time, Inc. & Warner Communications Merger (C-SPAN) - bit.ly/3s63ww3
Music:
Epidemic Sound
Gear:
Blackmagic Pocket Cinema Camera 6K Pro
Sigma 18-35mm Lens
Sennheiser MKH 416

[@mikeyloveshousemusic]

Danny Elfman totally killed it on this soundtrack. The music was a massive part of the movies success, that epic theme just stuck in your mind.

[@CERTAIND00M]

Even when he works on bad movies, Elfman brings it. I don't think he knows how to not.

[@spaceodds1985]

Batmania 89 was everywhere in 1989, even as a four year old I was begging my parents for the toys, the cave, the Sega Mega Drive (Genesis) just so I can play the game. This film’s influence was EVERYWHERE! I even remember the Batcerial! Now that’s media marketing.

[@xenos_n.]

I was 5. The NES game was great too. I'll always remember the toys. The joker that squirt water and the Batman with the bat belt I'll always remember. My friends watched it on VHS all the time. Good times :)

[@spaceodds1985]

@@xenos_n. Same, I had the cave, the Batman, the Joker with the squirting posey, Batmobile and the Batplane. Shame I didn’t keep them Box up, could have sold em on Ebay now for a nice profit.

[@JohnDoe-gk7ok]

My father probably drove to 5 different toy stores looking for the Batman figure. I did end up getting the NES game. And wow, that game was difficult. I couldn’t get past level 2.

[@phatmantv]

Good times. I was ten and I loved all those 2d side scrollers. Had a lot of toys too. Simpler times

[@kxkxkxkx]

Peak mall Cinema 🔥🔥🔥

[@whozyourdaddy]

I was a teenager when this came out. We watched it, bought another ticket and went right back into the theater for the next showing.

[@GarretGrayCamera]

One thing worth mentioning is the VHS release was one of the first really affordable cassettes. I remember at the time you could find some on special for $20 which was pretty unheard of at the time and that started a trend for VHS tapes to be really affordable. It sure was great to be a part of that hype in the summer of 1989 as a kid, it's like the movie had a life beyond the screen. In fact the summer of 1990 was a big let down in comparison.

[@jalenjohnson1662]

Beyond Batman 1989, the lineup for the Summer of 1990 doesn’t even compare to that of 89.

[@dannycruz5446]

You're exactly right about that starting the trend of affordable VHS releases. I remember it being $25 btw.

[@AndyJay1985]

And to think Wrath of Khan was sold at $39.95 years earlier which was considered a very low competitive price...

[@NunSuperior]

In comparison, most VHS releases were $80 and didn't release until at least a year after the movie premier. If I recall, video rental places got the release first at the $80 price. Then cable companies would get the release. They weren't really intended for home sales until much later. Batman flipped all of that on it's head. EVERYONE got a copy of Batman for Xmas and it was in every "White Elephant" office gift exchange. It was everywhere. It changed the whole business.

[@CinemaTyler]

Thanks for the info!

[@billyheaning]

I was 10 years old during the summer of '89, and I can tell you, they aren't lying. Batman stuff was EVERYWHERE. Literally everywhere. It was a glorious time to be a kid. Ghostbuster 2, Indiana Jones and the Last Crusade, Back to the Future III, Bobby Brown was at his peak, oh man. Kids were shaving the bat-symbol into the back of their heads. It was truly wonderful.

[@themonkeyhand]

Same age, insisted wearing my Batman sweater to school photo day.

[@reputablehype]

All hail original content!

[@mr.e4140]

I had my official Batman t shirt that year I can confirm all you're saying.👍🏾

[@TheRoger1978]

I was the same age, great childhood memories. I have been a Batman nut ever since!

[@jasonboyett8867]

And don’t forget about Lethal Weapon 2! Unless you did on purpose cuz Mel’s not “cool” to you guy’s anymore. It was still huge for that time!

[@jonisilk]

Jack Nicholsons salary for the Batman films was actually closer to $90m, because he also got a cut on the profits of a sequel, so on top of the 60m he got from the first film, he also bagged another 30-odd million for Batman Returns, even though he wasn't in it.

[@raymeester7883]

That's insane.

[@lowlowseesee]

jack was not fucking around. "A WOMAN!?!?!?!?!"

[@Rick_Cleland]

Didn't he also get money from the merchandise sales?

[@BboyDJFLIP]

Another thing that I don’t believe was mentioned was how influential the ‘89 film was for BTAS; which in itself became one of the most influential animated series of all time.

[@mikeyloveshousemusic]

When I was 11, 12 years old growing up in Los Angeles, I remember that everyone in my house knew that at 5pm I had to tune in to FOX 11 for the weekday airing of BATMAN:TAS. I did not miss an episode, that is an example of a perfect cartoon. Warner Bros always does the best animation.

[@BboyDJFLIP]

@@mikeyloveshousemusic I agree. WB may not always shine on the big screen but undoubtedly they have a good animation team that rivals any Disney. The 90s were such an amazing era for animation.

[@lowlowseesee]

@@mikeyloveshousemusic BTAS has one of the best batman and jokers of all time and also pulled from the movie. particularly the gotham feel and Walkers score was inspired by elfmans. i think they finally put it out on bluray. i cant wait to own it.

[@Jameslawz]

Yes BTAS was heavily influential in pushing "Batmania" and the Tim Burton movie, I feel it's an injustice to not include this in the documentary. The amount of crap they had to go through with regulators telling them they can't publish this because it's not kid friendly and dealing with fussy cooperate suits who didn't like the appeal. Also nothing like this was seen in a kids show at the time since everything was fluffy and cutesie and not really offensive to watch (there was mild cartoon violence with Tiny Tunes but it was playful) this showed actual violence which was a huge taboo back then. BTAS paved the way for other shows to broadcast more mature content, so not only did it win on the movie front but also during the era of Saturday morning cartoons. A big part of American entertainment history and setting new standards in shows.

[@thestorm99]

I'd say that BTAS is MORE successful, now, than the 1st Burton film was. It certainly holds up better, today, that the '89 film.

[@harperwelch5147]

What’s missing in understanding what made this movie so successful was the stunning art direction that a man named Anton Furst brought to the project. He was responsible for coordinating all elements that created the compelling visual impact of the story. He conceived Gotham City, all the sets, the streetscapes, the BatMobile, everything the viewer saw. He engineered the desired emotional impact of the characters and a darker, more sophisticated rebranding of Batman. It was the genius of Anton Furst and his unmatched vision that powered the audience’s unforgettable experience. All other profits were made on the that designer’s talent. He won an Academy Award his work. Sadly, he took his own life in 1991. A huge loss to the world of fine cinema. Give credit where credit is due.

[@zeronightex]

Anton Furst also did the production design for Kubrick's Full Metal Jacket. The guy was a genius.

[@kaicanyonellis]

Agree, would love a follow up to this video that focuses specifically on Anton Furst's visuals. I'd also emphasize how important the Danny Elfman score is to the whole vibe of the movie. It's a perfect example of how the right score can elevate the material.

[@haileyshannon7548]

The saddest thing was he committed suicide and it was the same day that Freddie Mercury and Eric Carr (drummer for Kiss) died!

[@ComicBookGuy420]

Never knew who designed one of my favorite movies, thankyou

[@JesseH76]

This video isn't about "the making of" Batman '89; it's about marketing, merchandising, and capturing the summer of 89 batmania.

[@bertcielen8709]

Prince visited the set in mid-January 1989, not 1988. There are even paparazzi pictures of his arrival at London's Heathrow airport on 19 January 1989. Burton had already used two Prince songs in a rough cut of the movie, "1999" and "Baby I’m A Star", before Prince became involved. In mid-December 1988, Burton contacted Prince to ask if he would re-record the tracks for use in the movie, or provide new tracks instead. Prince was initially unsure, but after visiting the set, talking to Burton and watching a portion of the movie, he became so interested he even considered cancelling the Japanese leg of the Lovesexy Tour; his accountants convinced him otherwise since the Japanese concerts were so lucrative that its revenue would erase the debt caused by the flop of the American leg of the expensive tour. Prince began recording songs for the album in mid-February 1989, immediately after returning from the Lovesexy Tour, and he previewed eleven songs in late February, including Rave Unto The Joy Fantastic and 200 Balloons, intended to replace 1999 and Baby I’m A Star respectively), and Batman Theme. He worked on the album further in March 1989, recording Partyman and Trust (to replace Rave Unto The Joy Fantastic and 200 Balloons respectively). Dance With The Devil was recorded for the album, but Prince considered the song to be too dark and replaced it with Batdance, which was the last song recorded for the album. The other tracks were older tracks, reworked and repurposed for the movie.

[@CinemaTyler]

Fascinating! Thanks for the info!

[@bransonbenson9520]

Love this

[@arizonaFIREent]

On the making of you can see Prince chilling by the Batmobile in what looked like the scene when Batman brought vicki to the batcave

[@PatTheBatmanFan]

I don’t know where you got this info but Tim Burton 100% did NOT court Prince for music. Quite the opposite. He was essentially forced to use it in the movie by WB. Burton has said that he loves Prince but didn’t feel it would work for the film. And aside from “Electric Chair” which plays in the background at the Wayne charity ball it does stick out like a sore thumb from the tone of the movie.

[@bertcielen8709]

@@PatTheBatmanFan There are numerous articles that claim that Prince's "Baby I'm A Star" and "1999" were used in a rough cut; surely that must have originated from reporting back in the day. Perhaps that was spin or a retcon, perhaps it was the truth. It's easy to imagine that if they were used, that Burton sought permission for their use and/or for new songs that could take their place. This is from the book "Burton On Burton": As for "Burton has said that he loves Prince but didn’t feel it would work for the film.": this refers to a *score* that Prince would do for the movie, not the songs. Also, that quote is from Elfman, not Burton. Check the article "'Batman' composer Danny Elfman says turning down Prince was 'biggest, most stressful gamble' of his career" to see the source.

[@xenos_n.]

I was 5 years old when this movie came out. It was so huge, all my friends had Batman toys (a joker that squirt water, Batman with a bat belt), and we had the pretty decent NES game too. It was just extremely cool when it came out. Very nostalgic.

[@trilexfix]

I was 2 but my brother nuts over Batman and was for decades

[@silvervalleystudios2486]

I remember that Joker figure. It was made by ToyBiz. Those figures where nowhere screen accurate but they were good fun.

[@steveb9713]

I was 5 and my dad took me and my older brother to see it in theatres, I’m glad but it’s definitely not for 5 year olds

[@ramencurry6672]

I was 5 when it was World War 2. It was mind blowing

[@crieverytim]

@@ramencurry6672 lol. More mind blowing than batman tho?

[@josephmassaro]

I had my first job as a projectionist at an AMC theater the summer Batman came out. It was totally nuts. Two lines down the block. One with tickets and one buying. Five of nine theaters showing Batman with only two prints available. I had to cut a hole in the wall of one projection booth and string the print so it fed through the hole into the next booth so two booths could show Batman at once. The really nutso thing was that for all the hype, they had zero merchandise available. Everything being sold in the mall was bootleg or old stuff that had been around. People were getting the bat symbol cut into their hair. Crazy summer.

[@jalenjohnson1662]

I know a lot of big blockbusters were released that summer. Did you have any other Batman memories from that Summer, or memories of any of the other big films (Indiana Jones 3, Ghostbusters 2 , etc.) from that Summer?

[@josephmassaro]

@@jalenjohnson1662 Indiana Jones...oh boy. The film broke during the last 15 minutes. Rather than just refund the customers and give them some free passes, the manager decided to tell everyone the ending to the movie. Damn near had a riot.

[@jalenjohnson1662]

@@josephmassaro Wtf?

[@josephmassaro]

@@jalenjohnson1662 Other story. Not specific movie related, but amusing. Most theaters used to pop fresh popcorn during each walk in (industry term for each movie showing when the customers walked in). We cooked our popcorn kernels by inserting an electric heated stick with a siphon tube in a can of cooking oil. We received the oil in 10 gallon gray drums that looked like paint cans. Funny thing. We also received the lubricating oil for the projection machines in the same kind of gray metal 10 gallon paint cans. Well...some genius hooked the wrong can to the popcorn machine and we went through a walk in making popcorn with projection oil. Smelled like a garage.

[@jalenjohnson1662]

@@josephmassaro Hopefully you guys figured that out before someone ate it.

[@uncletrick1]

I was 20 in 1989 and Batman was indeed everywhere. I fell for some of the marketing and hype. I had 3 tshirts, a poster, the soundtrack, and probably some other random crap I’ve forgotten about. It was a fun time.

[@silvervalleystudios2486]

The soundtrack was awesome. Prince was a musical genius.

[@ComicBookGuy420]

You fell for "some" Lulz yeah me too🤓

[@cchavezjr7]

I loved that soundtrack. I listened to that tape over and over.

[@fkaiba94]

Soundtrack is fuego cuh. Still jamming in 2022

[@winterlynn9012]

I was 5, my brothers were 8 and 10. We were OBSESSED. I had a huge crush on Jack Nicholson, lol. Great times to be a kid. I remember summer of 90 was Teenage mutant ninja turtle hype! :)

[@JayBelafonte]

I was a small child when “Batman” 89’ came out, and I can tell you the hype was real. I had Batman pajamas, shoes, I eat the cereal which was good by the way. Burger King was making toys for their kids meals. It was all over the place. My grandmother bought it for me on VHS tape, and I played it so much the VCR ate the tape. I cried like a baby because for some reason I thought that was the only copy in the world. My grandma brought me back to reality and bought another. 😂😂

[@mariod5467]

What other cereal you would compare to in terms of taste?

[@wetterschneider]

@@mariod5467 My recollection is that it was the same as Capt Crunch, only a different shape...

[@mariod5467]

@@wetterschneider Thank you

[@user-pq6mr6op3p]

I bet you still cry like a baby 👶

[@lowlowseesee]

hahahahaahah word up

[@Life-Glug]

According to Michael Biehn (The Terminator, Aliens) he was close to being cast as Batman for this film. He got as far a meeting Tim Burton and they got on. When he got the call from his agent that he didn't get the part, he was told that the choice had been between Keaton as Batman with Nicolson as Joker, or Biehn as Batman with Robin Williams as Joker.

[@Yensid98]

The bat-mania summer of 1989 was an electric, exciting moment! I doubt I'll ever experience anything like it again. The movie roared across the nation like an uncontrolled fire. I'm sure it surprised even WB how effective all their strategies were. It was a once in a lifetime, lightning in a bottle moment. Everything lined up just so to make the perfect storm. It was inescapable. I'm so glad I was around to get caught up in it all.

[@jalenjohnson1662]

In your opinion was there anything comparable to it beforehand?

[@Yensid98]

@@jalenjohnson1662 I guess Star Wars in 1979 is the closest to the mania of Batman 1989. The big difference being the shortage of Star Wars toys at the time the movie came out. In 89, you literally couldn't go anywhere or do anything without seeing a few things Batman related. It was literally everywhere. And it seemed most everyone was excited by it.

[@bighands69]

@@Yensid98 John Wayne, Elvis and so on all had that sort of cultural impact. Iron Man has that sort of cultural hit to it today as does Spider-Man. They could do that with superman today if they wanted to.

[@nerychristian]

@@jalenjohnson1662 I think when the Star Wars prequels came out, there was also a lot of hype. Lots of Starr Wars products being sold around that time.

[@marielizysurourcq]

It was my second trip to California and I found that crazy but bewildering and funny to see batman marketing stuff all over the place. Then, I understood the weight of entertainment in the USA

[@jackhackett80]

I was 9 when this happened, and it's true. Batman craze was everywhere. I can recall sitcoms an other tv shows even mentioning it around the time of its release.

[@maratonlegendelenemirei3352]

Yeah I remember my Mum bringing home some Batman merchandise for me and I told her "Thanks a lot. I'll put them with the other 5 thousand Batman toys I have!"

[@carterburkhart4336]

I had the chance to talk with Michael Uslan, the man who bought the film rights to Batman, and he is such an interesting man who put his whole soul into getting a dark Batman film made.

[@silvervalleystudios2486]

We needed a dark Batman film. Tim Burton's vision of Gotham City is still my favorite to this day. I cant help but think that Nolan borrowed some of Burtons aesthetic for the Batman Begins Gotham city.

[@arizonaFIREent]

Yea he's STILL passionate about Batman to this day

[@axebomber2108]

@@silvervalleystudios2486 The Narrows did remind me of Burton's Gotham. Sometimes I wonder if it was meant to be a tribute to the the Anton Furst design without having the whole city as looking weird and hellish.

[@RedStarRogue]

I also meet Uslan at a talk in 2014. He signed the event pamphlet for me that I later gave to a friend of mine at the time who was a huge Batman fan.

[@PatTheBatmanFan]

I don’t think people realize how important he is to the history of comic book films.

[@keepthemetalflowing]

I remember my sister and I walked up to the mall (Metrocenter, in Phoenix) and saw the movie together. Then, I snuck back up there on my own and saw it again. I had a TV in my room and we had cable, so Prince's "Batdance" and Party Man" were all over MTV at the time. I was 15 in the summer of '89 and was more into rock but those two songs really got me. Not only was Batman influenced but also had a great electric dance tone that permeated the late 80s. This is still one of my favorite movies, and as far as Batman movies -second only to Christopher Nolan's "The Dark Knight" for obvious reasons.

[@raulzavala9061]

I was 13 and wish I could relive those times, the hype was huge that it reached to South America as well that the four of us in the family had to sit in separate seats in the theater that's how packed it was.

[@tylermane77]

Few commercial films hit all the right beats as Batman 89. It's a heavily marketed corporate product still given enough leeway by the suits to be it's own film.

[@bighands69]

It would not have mattered if they marketed or not it was going to be a hit on the fact the character was an icon and it was a good movie as well.

[@axebomber2108]

@@bighands69 Bad word of mouth can sink a movie, though. If the movie were truly bad then the people who saw it first would have talked other people out of seeing it. Like Batman & Robin.

[@bighands69]

@@axebomber2108 Batman and Robin was straight after Batman Forever and it was the same director that was involved in both movies. There obviously only so much bad work they can do before it catches up. Batman 1989 was different because it was a good movie and the public were really interested in watching it.

[@Flayne009]

I was 12 when this came out. This is the first time I truly understood the power of film and hype. Batman was EVERYWHERE that summer. Every store had some kind of Batman merchandise to sell. FFS it was on the cover of the newspapers for multiple days. And, for me, it lived up to the hype and still does.

[@maratonlegendelenemirei3352]

I use to regularly go to the cinema in the late 80's with 1 or 2 school friends but when Batman first opened there was an entire army of us! Every kid we had ever come into contact with was there for Batman.

[@swallowedinthesea11]

I wish I had the same experience in my childhood. My Dad bought me this movie in 1994. My Aunt saw it and threw it away because it was too violent for a 7 year old. Two years later, she threw away the Spawn toys my Cousin had gifted me when I was at hospital for eight months. Two years later, she scolded me for going to Gamestop with my Uncle and buying satanic Pokemon cards. I didn't really experience the power and influence until I started middle school and lived with my Dad.

[@keiranninjaspirit]

@@swallowedinthesea11 sorry to hear..ruined the experience 😅 she sounds like fun 🤭

[@ryangettig274]

Prince doing the soundtrax didn't hurt either:)

[@HMcQ7891]

Prior to the "Bat-Summer of '89", the cultural impact of _Dark Knight Returns_ between 1986-1988 can't be understated. Suddenly, adult normies were reading Batman & your favorite bands were wearing Bat-tees. In '87, I was overseas & recall seeing Dutch language copies of _TDKR_ move. It was this bubbling, underground zeitgeist in the making. By 1989, there was so much Bat-tinder in the culture, WB needed only light the match.

[@Harri927]

Batman (1989) is my favorite movie of all time and I first watched it on VHS when I was 7 years old in the 90's and I loved it so much. Keaton is my favorite Batman and Nicholson was amazing as The Joker.

[@JulianWyllie]

I like these single part, movie business history dives. You did a great job pooling in a lot of information. I also like that you found interviews I hadn't read before.

[@CinemaTyler]

Thanks so much!

[@slidegrass]

Until now, the level of hype behind this film never occurred to me. However, now that I think about it, I realize that it was the only film before or since that I've ever stood in line through multiple showings, waiting for my chance to see it.

[@KillbotAndGorGorAttack]

4:59 seeing Bob Kane doing Batman press now just reminds me of how Bill Finger got screwed. When “The Batman” comes out, I’m gonna smile when I see “Created by Bob Kane and Bill Finger” on the screen.

[@kotkaconforza]

I was too young to see it in theatre, but I remember it well when we rented it. It was a big deal, and I remember the Bat-symbol being everywhere. I remember eating a Batman ice cream.

[@themoviebuff6196]

I think both Batman 1989 and Superman 1978 made it possible for Comic Book movies to become mainstream Hollywood blockbusters. The massive box office success of Batman 1989 encouraged studios to create Comic Book films such as Darkman, The Teenage Mutant Ninja Turtles films of the 90s, The Shadow, Swamp Thing, The Phantom, The Rocketeer, Dick Tracy, Dolph Lundgren take on The Punisher etc.

[@axebomber2108]

Plus I would say both movies were the impetus to make big budget Marvel superhero movies, even considering how long it took for them to get made. They were trying to get a Spider-Man movie out with James Cameron directing in the 80s.

[@harshlight7]

At the age of eight I could quote every line from this movie's VHS. I still have the Batmobile toy that me nephews now play with. Incredible film that still holds up, by the way.

[@AdmiralBonetoPick]

I remember seeing that Batman logo everywhere in 1989. As a young child, I didn't realise it was a silhouette of a bat: I thought it was a mouth with weird gold teeth.

[@jalenjohnson1662]

That’s so weird, I’ve heard the same thing from other people as well. Was the black and yellow Batsymbol just not recognizable to non-comic book readers at the time?

[@reputablehype]

In my lifetime I don't think any series of movies have had a bigger impact on my psyche as far as marketing goes. Not to mention Warner Bros had Space Jam after that as well. lol

[@bbb462cid]

I saw it on opening night, first show in my area. There was nearly a riot. The theater employees tried to keep us from leaving the lobby until like 9:45 for the 10 o'clock show. Didn't work, the crowd pushed them aside and we went to our seats. There were people tearing the marquees down off the walls, standing on the arcade cabinet games, we were getting a little crushed by the press of people, really. Could have been bad if somebody tripped and fell. When the Batplane was superimposed over the moon for a second, the place went absolutely berserk.

[@jalenjohnson1662]

Were there any other crowd reactions to the film that you can remember?

[@bbb462cid]

@@jalenjohnson1662 People whooped and hollered through the whole film, and actually shouted advice to Batman, like "that's the guy killed your folks!"

[@jalenjohnson1662]

@@bbb462cid Thanks!

[@anibalbabilonia1867]

I was one of those people hyped about this movie! I still am! Loved the movie then, and still love the movie today! I have many collectibles from that Batman era!👌🥰👍🦇

[@crescendo5594]

This hype surrounding this movie is perhaps something that can’t be matched today. Kids have interests, but the scope of which is much wider due to the nature internet and television. Back then, a movie like this and TMNT was a profound moment in history. At least it was for my brother and I who were 7 and 8 years-old, respectively. We didn’t see it in theaters, but a babysitter had it on VHS, so it was probably late 1990 by that point, and when she put that movie on, we soaked it in, laying on the carpet propping up our heads, and with every new visual we would both, appropriately for the era, say, “baaaaaaaaaaaad” in unison. Both of us in complete awe of this cinematic masterpiece we had the pleasure of consuming. In short, yeah, it was a really big deal for kids, and that level of isolated nostalgia, in itself, is a past time.

[@garya.2281]

You couldn't go to a Gas Station without not seeing Batman Merch absolutely EVERYWHERE That summer! Everywhere you went Batman.

[@matthewweflen]

I remember talking with other kids on the school bus about Batman, about how he punched this guy or how the Batwing worked. These were not nerdy kids, either. Batman 1989 really changed pop culture going forward - making formerly "nerdy" things mainstream. Of course, some credit goes to Superman as well. The 1978 movie was a similar smash, just not with the same multimedia omnipresence. Great video - excellent use of old footage.

[@axebomber2108]

I guess Superman was a sleeper hit. It's pretty cool it ended up being like the second highest grossing movie of the year(and apparently the highest grossing in the US) and topped quite a few classics.

[@SpockvsEgon]

There's no way the Ghostbusters toyline is considered a failure. Everyone had a proton pack in the late 80's. Heck, Walmart is selling re-issued Ghostbuster toys from back then now. Why would they do that if the toys weren't profitable?

[@SpockvsEgon]

@William Burns I liked Extreme Ghostbusters. The ghosts were scarier in that show than in Real Ghostbusters.

[@TheEman590]

It was profitable at first no doubt thanks to the cartoon, but as time went on, the Kenner toyline got more bloated and overdone like what would eventually happen to Teenage Mutant Ninja Turtles. Sure, a Ghostbusters T-shirt or Ecto Cooler Hi-C would sell, but after the hype of the 2nd movie was over, Ghostbusters simmered down for a while. At least, that's how I remember it. The toy shelves were pretty much ninja turtles and later on power rangers after that.

[@SpockvsEgon]

@@TheEman590 I remember getting a Beetlejuice toy around 1989 that came with an ad for lots of new Ghostbusters 2 toys, including a Louis toy that I really wanted. My parents searched and searched but weren't able to find a store selling GB toys that year.

[@TheEman590]

@@SpockvsEgon My town was lucky as far as having a good number of toy stores. A local brand, a KB Toys in the mall, and Toys R Us, in addition to whatever was in the Sears or JCPENNEY catalogs. As always though, it was a roll of the dice depending on what you were looking for. Sometimes I had to do a mail order with cash and proofs of purchase and all that.

[@Clay3613]

Plus the original movie barely had merchandise for it, Columbia had to quickly make t-shirts to beat out bootleggers. Real Ghostbusters was created in response to the movie being so popular with kids. Extreme Ghostbusters had great roleplay toys, but the figures were so cheap and brittle.

[@MrTruthandlove]

I was 14 years old and I couldn't believe that I was going to get to watch this masterpiece, the buzz in the cinema filled the old futurist in Birmingham. it was literally the best moment of my life at that time.

[@LembeckIsStaying]

Me: *"I'm not watching another video on Batman 89"* Also me: *"Why am I so weak? I hate myself!"*

[@jalenjohnson1662]

Thanks for making this vid and the amount of research you clearly put into it. I wasn’t alive at the time, but the marketing for this movie has always fascinated me.

[@CinemaTyler]

Thanks for watching!

[@jasonblalock4429]

Man, I miss the days when Batman could still be FUN. The Frank Miller interpretation was interesting enough at the time, but after thirty years of rehashing the concept, it just feels played out. And continually making Batman more angry and violent is a narrative dead end. At least imo.

[@DoubleMonoLR]

I don't mind the darkness/violence so much, rather the utter yoylessness which has infested so many movies like James Bond. Blockbuster movies have likewise become so boring, to the point that all the superhero movie sequels are all but indistinguishable from each other.

[@jasonblalock4429]

@@DoubleMonoLR Well, it's some of both for me. Batman can be dark without being a borderline sociopathic loner lashing out at everything he hates. That's the big change in his character since the Miller Batman became popular. Older Batmans were motivated by a sense of justice. Modern Batman is motivated by anger and vengeance. A justice-driven Batman can still be dark and tortured - like in Batman TAS. But without turning him into The Punisher in a funny hat.

[@albertross2456]

Definitely agrer

[@tauhid9983]

I feel like for the character to evolve it needs to be harsh. If u wind back the clock during the sweet silver and golden age... things were simple. But times have changed now, ppl have changed... and it's kinda funny how ppl nowadays would find a darker batman more relatable and appropriate than a fun batman. It just a reflection of who we are as individuals and how we are evolving.

[@MentalProblems89]

Imo the dark,gritty and violent batman is how it should be.a depressed guy dressed as a bat who lives in his cave,and does this because he saw his parents shot in front of him should be like this.the campy look/feel just doesnt seems right.

[@josq81]

I was 8yo when suddenly my slightly older friends start talking about Batman. I lived in eastern part of Finland. Now i'm 41 years old.

[@christopherharper9932]

Yep. I remember the summer of 89, I was 17. Me and my ex and a group of friends went to see this. The theater was packed! Almost everyone, including us, rocked Bat-gear! Miss those days...

[@lazymorris5293]

I wrote a essay on Batmania for my film class, I like this video so much I wish it was made a year earlier 😭

[@jalenjohnson1662]

Do you still have that paper? I’m interested to read it.

[@CarlyCatharsis]

Tyler: "California Raisins Were The Most Poplular For Some Strange Reason?" IF YOU HAVE TO WONDER WHY, THEN YOU'RE TOO YOUNG TO Remember: Claymation Specials Like Rankin/Bass & Clokey (Gumby, Pokey & Davey & Golliath Before Them)

[@Koopdville1]

89.. 11 yrs old, in the 6th grade and batman was THE movie to see. saw it first day it came out at sunrise theater in queens. the infamous sunrise. batman medallions and everything.

[@richardathome65]

I moved to Japan in 1988, but was following the hype back in the States in 1989 mostly through CNN, which was one of the few English-language media outlets at the time. Due to the early release of the VHS, I had a copy sent out to me before the theatrical release in Japan even happened. Still have it around somewhere...

[@jaymanuel3396]

I was 21 at the time. This movie was huge. The movie theater by my job at the time, had lines around the block until about September or October. It was also one of the first movies to be released on home video, at an affordable price point. It sold millions of videos in November 1989 through the Christmas season. My only negative of the movie, the songs by Prince. I’m in the minority that thinks they’re awful. Scandalous is the only decent one, but it plays over the closing credits.

[@allright]

You're wrong, "Partyman" is the $4!+

[@Andyanddiana467]

Oh man, I remember Bat Mania. I had t shirts, toys, everything. I remember how the video release at the time was revolutionary- most videos were released long afterward the theatric run, usually 1-2 years later. But 6 months afterwards was unheard of. I got my copy for Christmas from my sister’s hot friend (who probably knew I had a crush on her, even though I was, like, 12, heh).

[@maratonlegendelenemirei3352]

How old was the hot friend compared to you at the time? And is she still still hot today?

[@stangotigerfists]

I was working at a screen printing shop when the film was released, and you could not get any black shirts from distributors because they were sold out. I saw gray and white shirts in stores printed all over with black ink, with a Batman logo on the front, because that was all the licensed printers could get.

[@bryal7811]

5:46 What a blast of nostalgia. I haven't given this commercial so much as a thought in 30 years.

[@jacksonwilliams8971]

I think I’m in the minority here, but Jack Nicholson and Prince are the true dynamic duo in this particular movie

[@AC-mp7cx]

I mean Prince just did the music which is great, but background

[@timrobinson6573]

The Prince songs were always weird in that movie. Now I see why. They were forced into the movie.

[@anthonycarlisle6184]

Yeah, I ignored the prince stuff then, still do haha

[@bryansteele832]

I was there in 1989. I think I loved Batmania more than the actual movie. So many cool batman T-shirts, 1966 re-runs on channel 20, and the best thing of all was I got really into the comics and through various media at the time I got to be exposed to a lot batman history. .

[@isaiahyinko7182]

I wasn't even born yet when keatons batman came out. I'm on the younger side.

[@russell28533]

I remember buying the VHS at a Safeway grocery store. I was so ecstatic, I actually brought it into to school to show off to my friends.

[@Weazel1]

I remember it taking me forever to find the score to this movie. I had no interest in soundtracks and didn’t appreciate Princes music at the time, all I wanted were the orchestral scores to my favorite films. I wore that tape out when I finally got it. I still love Elfman’s music to this day, Batman being high on the list.

[@AndyJay1985]

It catapulted Danny a great deal. In terms of Prince, I feel like 2 of my favorite tracks from the Batman Album are hidden in the background and you really have to listen for them ("Electric Chair" and "The Future").

[@chano1283]

Is this Weazel from LA? If so, 👋

[@Weazel1]

@@chano1283 Sorry, no. But 👋 back at ya

[@dannycruz5446]

I saw it 8 times in the theater during its original run. I was hooked ever since the announcement that Burton was going to direct (i loved Beetlejuice at the time). And the hype just seemed to steamroll from there.

[@jamespfp]

Yeah, this film took advantage of some A-class talent from the time. Michael Keaton was what crazy range looked like *before* Ed Norton came along (no surprise, both end up in "Birdman"), and then they landed Jack Nicholson to play the Joker. I especially like how Tyler gave a super tight close-up of Cesar Romero to get a real good sense of where the Burton Joker got his color palette.

[@maratonlegendelenemirei3352]

8 Times! I thought my seeing Terminator.2 5 times for it's original run was insane but you're a Champion!

[@DR-om9ce]

How much did it cost to go to the theater back then

[@maratonlegendelenemirei3352]

@@DR-om9ce In the UK my local cinema (Aldershot) 1 pound.50 pence was the admission for children and 2.50 adults 1989 prices.

[@AI-mg3hy]

One thing I remember being flabbergasted by as a 10 year old was that they released the movie on VHS while many theaters around the country were still running it, and people were still going to theaters to see it.

[@ItsTheMunz]

This is still to date the best “I’m Batman” intro that has ever been presented on screen.

[@rosemaryfarell5264]

Summer 89 The Summer of Batman. That logo was Everywhere in the UK. First film ever to get the 12 rating in the uk too. I was 9 was fkng gutted me and my sister went to see karate kid 3 after being refused as I was underage!!!

[@ilshyf]

Thanks, CinemaTyler! What a quality presentation! This video focuses on the multimedia mobilization of engineering a mania around Batman but I'd love see also its more small-scale, less well-organized but nevertheless prophetic ancestor - 70s cult movie phenomenon which might NOT be 100% grassroots movement as their fans had claimed. I heard somewhere that Rocky Horror Picture Show's fan club had a "mutual relationship" with its distributor and the latter offered them several times reserved seats to create more promotion. I would be wonderful if you check it out and judge this thin line between counterculture-looking buzz and marketing campaign to appropriate it.

[@Knifeguyyy]

I was 12 when I went to see this on opening day. It was so hyped up there were two fights that broke out over seats during the preview.

[@baileymoore7779]

I was pretty young (not even 2 years old) when it came out but I remember that Diet Coke commercial with the can wearing a cape for some reason. "Just for the taste of iiitttt--DIET COKE--aahh!"

[@MattMcIrvin]

I remember thinking that casting Keaton seemed like a really odd choice. At the time, Keaton was mostly a comic character actor known for playing scruffy, disreputable characters like Beetlejuice. On the face of it, audiences might have been more likely to accept him as the Joker than as Batman. But I suppose it worked in part because Burton was trying to emphasize that Bruce Wayne was this tightly wound character on the edge of madness himself. Keaton pulled it off.

[@osmanyousif7849]

Yeah, no offense to Keaton, but him and the other casting choices (Bill Murray, Mel Gibson, Kevin Costner, Charlie Sheen, Tom Selleck, Harrison Ford, Pierce Brosnan, Ray Liotta, Willem Dafoe, Alec and William Baldwin, Patrick Swayze, Kyle MacLachlan, Steven Seagal, Dennis Quaid, Jean-Claude Van Damme, Keanu Reeves, Dean Cain, Tom Hanks, Kurt Russell, Ralph Fiennes, Daniel Day-Lewis and Johnny Depp) were not really the best in my opinion. To me, I think if it was possible, they look to the people that would voice the characters in animated series or movies, like Kevin Conroy and Bruce Greenwood. Because at least those guys were able to give both anger and emotion, while playing into the Bruce Wayne part. Keaton may have gotten the Batman part right, but not the Bruce part. To me, he would have worked much more playing a DC character that did give off his Beetlejuice energy, because at least with roles like those, the audience knows he's playing with a character that needs to bring two types of roles to the character. But as far as that, I do think the style and design put into the film and Danny Elfman's score were terrific.

[@axebomber2108]

@@osmanyousif7849 I can kind of understand not being all that happy about Keaton because of his look and comedy background, but holy crap, you wrote off a whole host of actors there. A few of them are weird choices(Steven Seagal would have sunk the film), but Harrison Ford? Mel Gibson? Tom Selleck? Dennis Quaid? Alec Baldwin? There's no way to know now, but on paper I would say those are great choices for Bruce Wayne.

[@osmanyousif7849]

@@axebomber2108 , I mean, maybe if the movie was made in the late 70's to early 80's Harrison Ford or Tom Selleck would've work. But seeing their filmography, they'd be too busy and wouldn't want the role just to avoid typecast. Mel Gibson, while has the looks and voice, is 5 ft 9in. Dennis Quaid and Alec Baldwin would have been maybes, but to me, I think they would have been better for Harvey Dent/Two-Face. I think someone like Treat Williams (watch him in Prince of the City) would have work in the role, mixing in both the built, looks, and bring both Batman and Bruce's personas.

[@broonbreed7193]

Media was dominated at the time by the film, huge spread in the tabloids, Prince in the charts with the soundtrack, merch was being cranked out, temporary tattoos for kids I remember. It was the first 12 rated film in the U.K. to draw in more.

[@nestorperena8629]

to me that black and yellow shiny batman symbol was/is hypnotic.

[@theronmitchell3073]

This was how I first began to understand how a movie is marketed and hyped

[@donnerschwein]

This was the one single movie that started it all.

[@avidodd26]

Tim Burton created all of the iconic Batman shots that are still in use today. Literally every Batman movie rips off his lighting and cinematography.

[@bighands69]

Burton used older techniques as well.

[@ChurchofCthulhu]

HAHA - no. Its called film noir and was developed in the 1920's.

[@avidodd26]

@@ChurchofCthulhu im not saying Burton didnt rip others off, im saying the style he developed for batman was subsequently ripped off.

[@butta1080]

That's when promotion was on another level. You couldn't go anywhere without seeing that symbol.

[@jackbauer4186]

Cinema Tyler never ever fails. Simply the best film content on YT. Thank you.

[@birdie1234567890100]

1:53 aaaaand the video is banned in China

[@CinemaTyler]

*What do you remember about 1989's Bat-mania?* **Also, fill out this CinemaTyler Survey to tell me what movies I should cover next! → bit.ly/3BmNVdW

[@DangeistYT]

Wasnt even born for about a decade lol

[@jamespfp]

Off the Hop -- a quick comment to say THANKS, keep up the good work and the excellent content! Your production values speak highly for both yourself and the people who've been supporting you. o7

[@JesseH76]

I remember this well. I was 12 and turned 13 years the summer of 89 in July. Personally, I think you did a fantastic job capturing the summer of batmania in 1989. Batman was everywhere and on everything thing! New viewer, just subscribed.

[@justinesquivel4418]

Great video. Definitely missed the aspect of how the audience reaction to the movie played such a huge role in its success. Everyone was talking about it because of how brilliant Tim Burton’s vision was. It’s still the greatest Batman movie.

[@rgerber]

The only true Bat-Logo (with the yellow) and the real Bat-Mobile. One of the most iconic movie prop ever.

[@44excalibur]

I remember the teaser trailer WB released in early 1989. It had no background music whatsoever, and lasted less than a minute, but audiences went nuts over it.

[@chano1283]

Also, the comic shop at 11:22 is Golden Apple comics in West Hollywood. That place is still open and it is awesome!

[@CSM100MK2]

Great video man, well done! I was too young for the original i think I definitely had all of the happy meal toys for Batman Returns, i LOVED that movie. Thanks for your hard work, great quality as always.

[@tjmarx]

I just want to say this is the first time I've watched a video from this channel and I have to say the background is probably the best I've seen from a channel with this format.

[@americasguest6300]

In 1989 I was going into the 10th grade. I remember buying everything Batman... I even painted the door of my bedroom with Michael Keaton as Batman. I got into the local paper doing that and they interviewed me for Batmania and took pictures of my collectables that I bought... Adam West was making appearances all over the country at book stores and doing signings. He signed my Life Magazine with Adam West as Batman on the cover...

[@Jameslawz]

I don't mind aggressive American marketing strategies especially if the product is good...and boy was it good! The Batmania was also felt here in the UK as all the retail stores and American franchises promoted this merch heavily. I remember bugging my mum to constantly go to Toy "R" Us (90s babies in the UK would know this) and buy a new Batman toy almost everyday. My collection grew so big I had to eventually sell some of them or donate to charity but I LOVED Tim Burton's Batman, I preferred Returns over the first film especially because of the Christmas vibe and the Gothic look also Danny DeVito as the Penguin was a genius casting choice, it was like watching a comic book villain jump straight out of the page. Whilst we all praise Christopher Nolan's work, this movie was the most important to push Batman into the mainstream and become much more darker and serious (off the back of Adam West's campy Batman). Batman Forever was the last time I really felt "Batmania" as I remember getting a lot of the merch as well as the video games on the SEGA Genesis/Mega Drive. Good times.

[@guardiane]

This was a HUGE moment in my life, I remember. Batman was epic and still is to this day. It was so much fun - everywhere you went, Batman was referenced or on display. For a kid, it's like an early Christmas of sorts to have everyone taking part in the same excitement. I also remember there being a button factory behind my house - we'd scour their dumpsters for "defective" buttons and collected them in droves. There was nothing really wrong with them either - maybe some where not centered or slightly dented. Who cared! Whenever we watch old family videos from back in the day, guaranteed you'll see the Batman poster hanging on the wall in each clip lol.

[@veerchasm1]

Came out the year after I got out of High School. It was unusual for movies to have lines for showings early in the day but this one was full. The merchandising was off the hook. Everywhere a Batman shirt and the Prince Soundtrack

[@cegb551]

I was a 19 year old Brit in on holiday in the states when this came out. My sisters and cousins saw this in a cinema in Times Square. The atmosphere in the cinema was amazing.

[@bredenis5]

I was just discussing this with my 17-year-old nephew the other day. I was born in 1978 and I was 11 years old when the 1989 Batman movie came out. It is nearly impossible to describe the massive hype that was woven into nearly every aspect of our pop culture then. Just going back and watching some of the commercials is an instant nostalgia hit. My God, if I could just go back for one day to those simpler times. Happy meals, Transformers, sleep overs with my buddies fueled with Pepsi and Doritos..all of it.

[@bobbymariani2839]

@10:42 was the commercial/preview on my VHS tape I got for Christmas. Also this was the first movie I ever saw in theaters, with my dad. I was 5-6 and got every toy. Had 4 different batmans, the batmobile, the bat-wing, bat cave. I had Joker, then after batman returns had a white suited batman and penguin. Also had the soundtrack, poster, and trading cards(with the shitty gum 😆)

[@ickekiecke]

man that was nice. I grew up in East Germany. I was 11 years old in 1989 and batman was my first movie in a western cinema…that stays forever in my memory..

[@cameron1975williams]

You put together great docs. Keep up the good work.

[@dennissmith5807]

I saw Batman opening day first showing. That summer was crazy. Bat merchandise was everywhere.

[@OLDSCHOOL6239]

This is exactly the way I remember it as well. Stuff EVERYWHERE with the Batman Logo. I recall a girl in class with a Batman purse and kid with Chuck Taylor's all over them and another with a back pack, lunch box you name it! Such an awesome time to be a kid.

[@coreywiley3981]

Friday June 23rd! I was twelve at the time, in seventh grade and being a comics fan I had looked forward to it all spring long and planned to go see it with my friend and did right at the beginning of summer vacation. The movie theater was packed, huge lines, exciting. Had Batman T-shirts would trade t-shirts with my friend, lots of other kids at school wearing them. I cannot fathom that it was now 33 years ago!

[@roddy6924]

No kidding. In '89 I had the Batman logo shaved into my head. I was 14.

[@ralphwiggum3134]

I was a teenager when this movie came out and this was the first time that I had seen such long lines waiting to get into the theater. This movie was extremely well marketed.

[@IcarusSuite]

Amazing job as always, Tyler. 10/10

[@hatednyc]

I remember this, it was insane. Those yellow and black Batman logos were EVERYWHERE.

[@JH-lo9ut]

In 1989 I was right years old. I don't live in America, and Batman wasn't really on my radar. I had not seen the Adam West Tv show, didn't have cable TV. But all of a sudden, that bat symbol started showing up everywhere, and we were playing Batman after shool every day. It's like we were infected with some strange virus. Today it is one of my favorite movies. It dares to be really dark and goofy at the same time. It is really a comicbook coming to life. The scene where the Joker pulls a four-foot revolver out of his pants is the very essence of this. It is magical realism, to use a pretentious phrase. Redicilous but frightening at the same time. I don't think that scene could have worked in the later films.

[@haileyshannon7548]

Great video, you should definitely do more! Also, Bob Kane modeling the Bat-jacket in the Warner Brothers catalog!

[@julesjgreig]

This was so excellently done and relevant. Good job. Subscribed.