Watchmen Featurette

As a promotion for the film, Warner Bros. Entertainment released Watchmen: Motion Comic, a series of narrated animations of the original comic book. The first chapter was released for purchase in the summer of 2008 on digital video stores, such as iTunes Store and Amazon Video on Demand. DC Direct released action figures based on the film in January 2009. Director Zack Snyder also set up a YouTube contest petitioning Watchmen fans to create faux commercials of products made by the fictional Veidt Enterprises. The producers also released two short video pieces online, which were intended to be viral videos designed as fictional backstory pieces, with one being a 1970 newscast marking the tenth anniversary of the public appearance of Dr. Manhattan. The other was a short propaganda film promoting the Keene Act of 1977, which made it illegal to be a superhero without government support. An official viral marketing web site, The New Frontiersman, is named after the tabloid magazine featured in the graphic novel, and contains teasers styled as declassified documents. After the trailer to the film premiered in July 2008, DC Comics president Paul Levitz said that the company had had to print more than 900,000 copies of Watchmen trade collection to meet the additional demand for the book that the advertising campaign had generated, with the total annual print run expected to be over one million copies. DC Comics reissued Watchmen #1 for the original cover price of $1.50 on December 10, 2008; no other issues are to be reprinted.