She Likes to Watch

I hate to see a stupid ad campaign ruin a perfect good movie.

“The Dark Knight,” which opened Friday, has had one of the best advertising campaigns to date.

For months before the July 18 release date, we’ve seen posters and promotional Web sites, exclusive trailers and stand-up displays.

There was a “Citizens for Batman” funpack. A cake packed with a Joker playing card, a cell phone and a press pass for The Gotham Times. Fake newspapers. Rubber cowls.

Clever. Well-executed. All encompassing.

That is, before the Warner Brothers studio started pushing “The Dark Knight” via Domino’s Pizza ads and Verizon cell phone commercials.

Cross-promotion is one thing. But when you’re trying to sell a dark, brooding film by showing kids snapping pictures of the Bat Bike with their cell phones, you’ve got your wires crossed.

The same goes for the Domino’s ads, which hawk New York-style pies “shrouded in darkness” and “cloaked with 50% more pepperoni.” Seriously, Madison Avenue? Seriously?!? You want to “cloak” a pepperoni pizza?

It’s campaigns like this that ruin a film’s reputation, even when said film is as brilliant and well-executed as “The Dark Knight.”

We’re already going to see your movie, Warner Brothers.

Please.

Don’t insult us.