Nolan's inspiration for the movie was the Joker's comic book debut in 1940, the 1988 graphic novel "The Killing Joke", and the 1996 series "The Long Halloween", which retold Harvey Dent's origin. The "Dark Knight" nickname was first applied to Batman in Batman #1 (1940), in a story written by Bill Finger. The movie was the first mainstream feature to partially utilize IMAX 70 mm cameras, with Nolan using them for 28 minutes of the movie, including the Joker's first appearance. Warner Bros. initially created a viral marketing campaign for The Dark Knight, developing promotional websites and trailers highlighting screenshots of Ledger as the Joker. Ledger died on January 22, 2008, some months after he completed filming and six months before the movie's release from a toxic combination of prescription drugs, leading to intense attention from the press and movie-going public.