By now the news is all over the internet about the first publicity photo of Bane for the upcoming Batman movie. And many of us have also already read about how it was released.
For those who haven't heard, though, there was a twitter hashtag embedded in the visual spectrum of the bizarre chanted shouts on the film's official website that lead enterprising fans to tweet that particular phrase (#thefirerises). Doing so revealed a channel which linked to a photo of Bane hidden on the official website.
I personally think that The Dark Knight, while very good, was significantly over-hyped. I expect the same will be true of this next installment. That said, I have to admire this extremely creative display of viral marketing.