And Batman and Robin is old fashioned, safe, a little too kids cartoon. It’s not ‘hot’.
The Dark Knight is powerful, a little edgy, implies something, well something darker! That’s interesting, intriguing, riskier.
It is still a man dressed up like a bat.
It’s not what it is.
It is how we choose to market it.
It’s is the story that makes it ‘hot’ or not.
Marketing is all about the story.