How to Sell Against the Tide

Universal Pictures, Carl's Jr., and Southwest Airlines do it: Use the counterprogramming principle to appeal to an audience your competitor missed

Last month, Batman: The Dark Knight put up the biggest opening-weekend box office numbers in history. That certainly was no surprise, given the overwhelming hype that surrounded the movie (hype based largely on the tragic death of Heath Ledger, who played the title character's nemesis, the Joker). But what you may not have known is that beyond the success of the Warner Bros. (TWX) franchise entry, the weekend's overall box office numbers set an all-time record, too.

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