Why so serious?

Many of you are aware of Heath Ledger's unfortunate passing. I only bring this up because I started thinking of the elaborate campaign for his movie "The Dark Knight", and how his death will affect marketing for this movie. The campaign has been built around the Joker, Ledger's character. I found this article that answered a few of the questions I had: http://money.aol.com/news/articles/_a/will-dark-knight-marketing-change-after/n20080124101109990037