As Batman fans wait for the release of Christopher Nolan's "The Dark Knight Rises" next year, Warner Bros. is serving up a Bat-quel of another sort to keep them engaged: "Batman: Arkham City" launches next week and aims to bridge the long gap between films while nurturing an emerging videogame franchise.

After "Batman: Arkham Asylum" sold 4 million copies worldwide to become a sleeper hit, Warner Bros. Interactive bought gamemaker Rocksteady last year to produce a much larger follow-up and give it the kind of high-profile rollout WB typically provides its tentpole pics.

WB took over San Diego Comic-Con in July with massive bannersshowing off the title's characters. And as New York Comic Con kicks off today, an extensive marketing campaign is rolling out that involves pricey ad buys covering TV, print, radio, online and pair-ups with promo partners.

For example, Toys R Us hosts a launch event next week from its Times Square store, while Walmart, Best Buy, GameStop, nVidia and Samsung will cross-promote the game with their own advertising efforts.

WB has also let its consumer products arm play with the property, releasing toys from Mattel, batarang-shaped videogame controllers from Bensussen Deutsch & Associates, Hallmark cards and apparel from Converse, Ecko Complex, C Life, New Era and Briefly Stated.

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