The untimely death of actor Heath Ledger comes in the midst of an intricate online marketing campaign by Warner Bros. on behalf of the upcoming Batman film, "The Dark Knight," in which Ledger plays the villain, the Joker. The viral effort, which includes fictitious political campaign sites and newspapers, was created by Pasadena, Calif., shop 42 Entertainment. According to this analysis, Warner Bros. may have to alter its marketing efforts to avoid negative publicity.

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