The latest installment of the Batman films, "The Dark Knight," opened on Friday to critical praise and even bigger expectations from its studio. It also received a helping hand from an extensive viral marketing plan that faced some uncertainty after the untimely death of one of the film's stars.

The film's studio, Warner Bros., was forced to proceed cautiously with its viral strategy after the death of actor Heath Ledger in January. Warner Bros. declined to comment for this story, and while there's no official word on how much or how little Ledger's death affected the film's marketing, there was still a strong viral presence.

Viral content for the film included several microsites and interactive features, such as the ability to put a friend's face on the body of an insane asylum inmate. It also included a takeover of the relaunched MySpace homepage and a special deal where the Kmart retail chain became a full promotional partner.

DeadlineHollyWoodDaily reports that the film is poised to shatter box office records, and Warner Bros. executives are hoping it brings in between $160 and $170 million on its opening weekend.